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 TV executive working on an OTT or SVOD platform, demand data can be an incredibly valuable tool in making informed content acquisition decisions. Using the example of "48 Hours" in New Zealand during October 2023, we can see how demand insights can inform your strategy.
One way to use demand data is to assess the value of a content library to your platform over time. In the case of "48 Hours," we can see that the show has been running for 36 seasons, making it a valuable asset for a platform that is looking to acquire a content library with sustained demand over time.
Another important consideration is content valuation and assessing the dollar value contribution of a title to a platform in any region. In New Zealand, "48 Hours" has achieved 9.9 times the audience demand of the average show over the last 30 days, which is outstanding. By using Parrot Analytics content valuation system, you can determine how much to spend on content or assess a TV series' ability to drive subscriptions and mitigate churn. In this case, the show's outstanding audience demand indicates that it could be a significant asset to a platform's audience acquisition and retention efforts.
Using demand data can help you make informed decisions concerning supply and demand. For instance, we can see that the demand for "48 Hours" has increased in the past 30 days compared to the past 90 days, indicating that there is an opportunity for acquisition or production of content in this genre to satisfy audience demand.
Furthermore, demand data can inform your programming decisions. In the case of "48 Hours", we see that the demand for the show has decreased in New Zealand by 25.6% during October. This information can be used to adjust your programming schedule, marketing strategy, or release strategy to build momentum and maintain sustained demand.
Finally, demand data can be used to assess the global appeal of a title, which is valuable for deciding which markets to target for distribution of content. By examining the top 10 global markets where "48 Hours" is most in-demand over the past 30 days, we see that the show outperforms the demand of the average TV show (1x) in each of these markets. This indicates that "48 Hours" has strong travelability and could be an asset to a platform that is looking to expand globally.
Overall, demand data is a powerful tool that can help you make informed content decisions and drive audience acquisition and retention efforts. By understanding the demand for a show like "48 Hours" in New Zealand during October 2023, you can make informed decisions about content acquisition, distribution, and programming while assessing content valuation and global appeal.
48 Hours's travelability to New Zealand in the last 30 days is 20%, which means that the audience demand for 48 Hours is 20% of the demand in its country of origin, United States. Click through to another market to discover how well 48 Hours travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular CBS‘s 48 Hours is in any of the following selected markets. Need data for other markets? Find out more about DEMAND360LITE.
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 New Zealand, 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 CBS 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 48 Hours, for example, can be assessed for a market e.g. New Zealand, which can then be benchmarked against genre averages (e.g. News Factual), using our globally standardized Demand Expressions® metric.
This page has been recreated on April 22, 2024, 2:01 p.m. PST using demand metrics from Parrot Analytics for 48 Hours in New Zealand. We provide our partners with far-reaching OTT insight to help them drive better and more informed content partnership strategies. Contact us today to find out more.