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 OTT platform executive, you can use demand data to make more informed acquisition decisions and programming decisions for your platform. An example to illustrate this is the analysis of "The Office (US)" for the month of October 2023 in the Philippines. With 9.6 times the audience demand of the average show in the Philippines, "The Office (US)" has outstanding demand, and its rank was #50 in the Philippines, which implies that the show is popular. However, it dropped in its rank by 25 spots during October in the Philippines and has been decreasing recently, and its audience demand dropped by 7.4% during the month. Knowing this information, you can acquire or program similar shows like "The Office (US)" that have outstanding demand in the Philippines to retain your current audience or acquire new subscribers.
Demand data also provides insight into content valuation. By calculating the worldwide audience demand of "The Office (US)," you can determine how much the show is worth globally. The show has exceptional demand in six Parrot Pulse dimensions, including travelability, meaning that the show has international demand relative to its home market in the United States. Parrot Analytics' content valuation system is based on demand data, so you can use the system to reveal the dollar value contribution of any title, to any platform, in any region.
Another important aspect of demand data is that it enables competitive benchmarking, which lets you compare the show's demand against other titles available on the market. For example, "The Office (US)" has exceptional demand in the comedy genre in the Philippines, with higher demand than 99.6% of all comedy titles in the Philippines. You can use this information to acquire similar shows that rank as high or higher in the comedy genre index to offer subscribers another reason to stay with your platform.
Demand data is also useful in answering questions like which titles to buy if you want to keep your current audience happy or grow your audience. By examining the top 10 global markets where "The Office (US)" is most in-demand, you can find out where the show is most popular and outperforms the demand of the average TV show in each market, thereby identifying what content rights you may want to acquire to expand your audience. For example, "The Office (US)" had exceptional audience demand in the United States, Canada, United Kingdom, Netherlands, Australia, Russia, Germany, France, and Switzerland. You can use this information to acquire similar shows that rank high in the global market and are in high demand.
Demand data is a powerful tool for an OTT platform executive, and Parrot Analytics' content valuation system leverages it to help you make more informed content acquisition, production, distribution, and programming decisions, along with providing insights into valuable metrics like travelability, longevity, momentum, and reach. By knowing which shows like "The Office (US)" have high demand and where demand is strongest globally, you can better serve your audience's taste, expand your audience, and maximize the ROI of your content spend.
The Office (US)'s travelability to Philippines in the last 30 days is 26%, which means that the audience demand for The Office (US) is 26% of the demand in its country of origin, United States. Click through to another market to discover how well The Office (US) travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular NBC‘s The Office (US) 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 Philippines, 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 NBC 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 Office (US), for example, can be assessed for a market e.g. Philippines, which can then be benchmarked against genre averages (e.g. Mockumentary), using our globally standardized Demand Expressions® metric.
This page has been regenerated on April 18, 2024, 2:01 p.m. PST using demand analytics from Parrot Analytics for The Office (US) in Philippines. We provide our partners with extensive entertainment industry capabilities to help them drive better and more informed content sales strategies. Contact us today to find out more.