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, the insights gleaned from demand data can help you make informed content, acquisition, distribution, and programming decisions, enabling you to maximize engagement, retention, and acquisition. For instance, in our analysis of Top Gear's performance on New Zealand's OTT platform in August 2023, we see that demand data provides insights such as:
- Content Valuation: Demand data reveals the dollar value contribution of any title to any platform, enabling you to determine how much to spend on content. With the outstanding demand for Top Gear on in New Zealand, the platform can expect an excellent return on investment. The demand data can also derive the value of the content library over time, making it easier for an SVOD platform to understand the value of the show.
- Reach & Subscriber Acquisition: With an outstanding reach in New Zealand in August 2023, Top Gear is likely to attract new subscribers and expand its audience base. By understanding the demand data, a platform can make informed acquisition choices on whether a TV series will attract new users.
- Competitive Benchmarking: By comparing Top Gear's performance against other TV shows available in the market, entertainment executives can evaluate which TV series generate more buzz and engagement than others, enabling them to optimize their content offerings.
- Franchisability: As seen in this analysis of Top Gear, Spin-off potential can be identified, indicating which IP shows should be prioritized when choosing between new productions, as they have high chances of monetization.
- Travelability: An important metric in assessing international expansion, Travelability, shows how well content performs in markets outside of the show's home market. Top Gear has exhibited excellent travelability by performing well on New Zealand's OTT platform, and executives can use this data to decide which markets need more emphasis.
- Momentum: The pace of Top Gear's growth has been exceptional, and with the spike in late August 2023 in New Zealand, platforms can capitalize on peak demand by providing tailored marketing plans for the show.
By leveraging Parrot Analytics' demand data, executives can take the guesswork out of content acquisition and creation decisions, thereby allowing them to form informed content strategies, maximize ROI, increase engagement, and reduce churn.
Top Gear's travelability to New Zealand in the last 30 days is 51%, which means that the audience demand for Top Gear is 51% of the demand in its country of origin, United Kingdom. Click through to another market to discover how well Top Gear travels internationally.
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Acquire the best shows from partners such as BBC Two to fortify your competitive position in New Zealand. Contact us now to access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles (e.g. Top Gear), including those that have not even been released. Leverage a return-focused selection criteria for title acquisition by incorporating country-specific trend and market demand factors.
Command your Sports genre niche with maximum net subscriber adds. Contact us now to harnesses audience demand data to gain insights for growing and keeping a subscriber base. Leverage a return-focused selection criteria for title acquisition from partners such as BBC Two by incorporating country-specific trend and market demand factors for all markets including New Zealand. Appeal to the individuality of your audience base, taking into consideration the unique and limitless characteristics of taste clusters.
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Our TV audience measurement dataset is truly global. Discover how popular BBC Two‘s Top Gear 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 BBC Two 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 Top Gear, for example, can be assessed for a market e.g. New Zealand, which can then be benchmarked against genre averages (e.g. Motoring Sports), using our globally standardized Demand Expressions® metric.
This page has been revised on Sept. 11, 2023, 9:52 p.m. PST using tv demand datasets from Parrot Analytics for Top Gear in New Zealand. We provide our partners with extensive SVOD analyses to help them drive better and more informed content distribution strategies. Contact us today to find out more.