The Demand Distribution curve illustrates how a TV show’s popularity compares to the demand benchmark, which is a measure of the average demand across all titles. The curve is divided into performance buckets, ranging from “Below Average” to “Exceptional”. A show falls into one of these performance buckets depending on how many times more or less demand it has compared to the demand benchmark.
The show’s performance is market-specific, e.g. the same show can be in the “Average” range in the United States and in the “Good” range in France.
As an example, if a show has 9 times more demand than the demand benchmark, it falls in the “Outstanding” performance range; only 2.7% of all shows in the market reach this high level of demand.
As a television executive, it is crucial to make more informed decisions when it comes to content acquisition, distribution, and programming. In this regard, demand data can be used as a tool for content valuation. Let's take a look at how demand data relates to content valuation and how it can be used to make informed decisions by examining an example of the TV series "The Other Two" that aired from January 24, 2019, and has 30 episodes over three seasons.
Content Valuation:
With the help of demand data, content valuation can be done more effectively. Parrot Analytics' content valuation system is based on demand data, which can evaluate the value of any title on any platform in any region. By analyzing the demand for "The Other Two," we can get a better understanding of how this specific show is performing in the Mexican market.
Valuing IP Globally:
Demand data can be used to evaluate the popularity of a show across the world. "The Other Two" has performed well in Mexico, with 2.8 times the audience demand of the average show in Mexico over the last 30 days. This increase in popularity highlights that there has been increasing demand over the last 90 days as well. The show has achieved an outstanding rank of #268 in Mexico, indicating that the show is being watched by a large number of viewers.
Momentum:
Demand data can also be used to measure a show's momentum, which indicates the pace of growth. For "The Other Two," the momentum is outstanding, highlighting its potential for growth. Further, the demand for the show spiked in mid-March 2024, which indicates that it has delivered new content or marketing campaigns. Monitoring such spikes can help you make decisions to capitalize on that momentum effectively.
Franchisability:
Franchising of shows has become a popular trend, and demand data can be used to determine if a show is best suited for franchising. For "The Other Two," the franchisability is good, providing executives a potential opportunity for spin-offs related to the show.
Longevity:
By analyzing the content's longevity, entertainment executives have the ability to determine whether the show has the potential for sustainability. For "The Other Two," the show's longevity is good, showing that the show has held up well since its premiere.
Reach:
The number of people expressing demand for a show, which determines the show's reach, can be determined by analyzing the demand data. For "The Other Two," the reach is good, indicating that the show has the potential to be watched by a broader audience than a specific fan base.
Conclusion:
Demand data plays a critical role in a television executive's strategic decision-making process, enabling more informed content acquisition, distribution, and programming decisions. By analyzing demand data, executives can determine how popular series will be in specific regions of the world and assess potential opportunities for franchising or spin-off series. Demand data also informs marketing plans and other initiatives to maximize momentum and sustainability of a show. In summary, "The Other Two" provides a clear example of how demand data can be used to make informed business decisions about a particular television series.
The Other Two's travelability to Mexico in the last 30 days is 11%, which means that the audience demand for The Other Two is 11% of the demand in its country of origin, United States. Click through to another market to discover how well The Other Two travels internationally.
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Parrot Analytics is the leading global content demand analytics company for the multi-platform business of television. With the world’s largest TV audience demand dataset, the company currently tracks more than 1.5B daily expressions of demand in 100 languages, not only in Mexico, but also in 100+ other markets around the world to reveal the television content that consumers watch (viewership) and give their attention to the most.
Parrot Analytics' television demand data highlights the global TV content monetization opportunities for HBO Max and thousands of TV studios, linear networks, broadcasters, pay TV providers and OTT / SVOD platforms.
Unlike TV ratings, our DemandRank TV rating system ensures that important demand signals are weighted more heavily than others: The more consumer effort required; the more importance is attached to each signal. Once all the signals are weighted and combined, the audience demand for The Other Two, for example, can be assessed for a market e.g. Mexico, which can then be benchmarked against genre averages (e.g. Sitcom), using our globally standardized Demand Expressions® metric.
This page has been regenerated on April 22, 2024, 2 p.m. PST using television demand analytics from Parrot Analytics for The Other Two in Mexico. We provide our partners with valuable TV workflows to help them drive better and more informed content licensing strategies. Contact us today to find out more.