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 an entertainment executive, it can be challenging to make informed decisions about content acquisition, distribution, and programming. However, with the use of demand data, like that provided by Parrot Analytics, these decisions become much easier. Using the recent analysis of "Only Murders In The Building" for the month of October 2023 in New Zealand, let's explore how demand data can be used to make more informed content decisions.
Content valuation is an important aspect of an entertainment executive's decision-making process. Using demand data from Parrot Analytics, a TV executive can determine the economic value of any title. For "Only Murders In The Building", with 13.6 times the audience demand of the average show in New Zealand over the last 30 days, its demand is outstanding. This is an indication of its high value and potential for monetization. Knowing the value of a title can enable an executive to determine how much to spend on content acquisition or production, and assess the ROI of a specific title for any given platform.
Another important use of demand data is in content distribution and programming decisions. For instance, examining the top 10 global markets where "Only Murders In The Building" is most in-demand over the last 30 days reveals that it outperforms the demand of the average TV show in each of these markets. The United States is "Only Murders In The Building"'s number one market globally, with exceptional audience demand of 22.5x in that market. An entertainment executive can use this information to determine the best regions to distribute or program the title. Demand data can also reveal the popularity of different genres, the most popular stars, and key elements of the content that resonate with audiences. An executive can, therefore, determine which content to acquire or produce to maximize engagement and grow their audience.
Demand data can also inform marketing decisions. Parrot Analytics' demand data can uncover under-monetized titles, find new opportunities for content distribution, and provide insight into how to optimize pre-release marketing campaigns. For example, although demand for "Only Murders In The Building" decreased by 26.8% in New Zealand during October, demand spiked in late October 2023, which could inform marketing decisions for upcoming episodes of the show.
Finally, demand data can also help with subscriber retention and acquisition, as well as audience expansion and monetization. An entertainment executive can use demand data to determine which titles are in demand by their current audience and which titles will attract new subscribers to their platform. In the case of "Only Murders In The Building", it is popular globally, with diverse appeal across different markets. This means the title has the potential to help grow and retain subscribers for streaming platforms, from linear networks to SVOD platforms.
In conclusion, demand data is a critical tool that can enable entertainment executives to make more informed content decisions, whether it be content valuation, distribution, programming, marketing, subscriber retention, subscriber acquisition, audience expansion, or monetization. By using demand data analytics, executives can understand the value of their content, optimize their marketing campaigns, retain and attract new subscribers, and ultimately grow their business.
Only Murders In The Building's travelability to New Zealand in the last 30 days is 33%, which means that the audience demand for Only Murders In The Building is 33% of the demand in its country of origin, United States. Click through to another market to discover how well Only Murders In The Building 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 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 Hulu 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 Only Murders In The Building, for example, can be assessed for a market e.g. New Zealand, which can then be benchmarked against genre averages (e.g. Mystery Drama), using our globally standardized Demand Expressions® metric.
This page has been enhanced on Nov. 29, 2023, 1:01 p.m. PST using demand data from Parrot Analytics for Only Murders In The Building in New Zealand. We provide our partners with smart OTT capabilities to help them drive better and more informed content marketing strategies. Contact us today to find out more.