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.
TV executives can make informed content decisions through demand data analysis. Using "Invasion" as an example, the show's demand data in New Zealand from October 2023 can help inform decisions related to content valuation, acquisition, distribution, and programming. Here are some ways to use the data:
Content valuation:
- Using demand data, you can determine the monetary value of a title. In this case, the demand for "Invasion" is 11.1 times the average show in New Zealand over the last 30 days, highlighting its high value and potential profitability.
- You can determine how much to spend on content using the insights provided by demand data and calculate the estimated ROI a specific title will bring to your platform.
Acquisition:
- If you are looking to acquire new content, you can use demand data to assess if a title aligns with your viewers' tastes. Based on the shows that fans of "Invasion" are also interested in, such as "Ahsoka," "Loki," and "The Wheel of Time," you can identify high-performing titles with similar themes and increase the chances of acquiring content that resonates well with your audience.
Distribution:
- If you are an OTT platform, you can leverage demand data to determine which platforms to target for distribution, based on the show's travelability, which measures its international demand relative to its home market. In this case, the worldwide audience demand for "Invasion" across all platforms is outstanding, with travelability also outstanding.
- By examining the top 10 global markets where "Invasion" is most in-demand over the last 30 days, you can identify which regions are most interested in the show and determine where to distribute it next. In this case, the show is most in-demand in the United States, followed by the United Kingdom, Bulgaria, France, Canada, Australia, Brazil, Netherlands, and China.
Programming:
- Programming decisions can be informed by demand data by seeing how your audiences are responding to different titles. By analyzing "Invasion's" momentum data alongside the change in its rank across the past month in New Zealand, you can see how effective its marketing campaign was and its overall performance in the region.
- You can also use demand data to answer questions such as how popular your show is relative to the market average, where the show is most in-demand, and what genres are resonating the most, allowing you to make informed decisions about the program's next steps.
Overall, using demand data, such as the data for "Invasion" in New Zealand from October 2023, can help TV executives make more informed decisions concerning content, acquisition, distribution, and programming. By understanding the popularity and demand trends of a show, executives will be in a stronger position to make confident decisions that benefit both the platform's financial success and the viewers' enjoyment.
Invasion's travelability to New Zealand in the last 30 days is 43%, which means that the audience demand for Invasion is 43% of the demand in its country of origin, United States. Click through to another market to discover how well Invasion travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Apple TV+‘s Invasion 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 Apple TV+ 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 Invasion, for example, can be assessed for a market e.g. New Zealand, which can then be benchmarked against genre averages (e.g. Fantasy Drama), using our globally standardized Demand Expressions® metric.
This page has been modified on March 28, 2024, 8:44 p.m. PST using global demand metrics from Parrot Analytics for Invasion in New Zealand. We provide our partners with deep television industry insight to help them drive better and more informed content distribution strategies. Contact us today to find out more.