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, it's important to understand how demand data can help you make more informed content decisions. Let's examine the case of "Scorpion" for the month of October 2023 in Russia and explore various ways demand data can be used to aid content valuation, acquisition, distribution, and programming decisions.
Firstly, demand data can serve as a means of content valuation. With 8.2 times the audience demand of the average show in Russia over the last 30 days, "Scorpion" has outstanding demand. The show's demand increased in October and had a peak rank of #410 in Russia. Additionally, it is at the 97.6th percentile in the drama genre, meaning it has higher demand than 97.6% of all drama titles in Russia. Understanding the audience demand of a show can aid in valuing its worth, as it can determine how much revenue it can potentially drive for a platform.
Secondly, understanding the demand for certain genres or shows in a specific market can aid in acquisition and distribution decisions. With "Scorpion" maintaining exceptional audience demand over time, it can be an attractive asset for acquisition or distribution to increase engagement and retain customers. Understanding which shows and genres are currently popular in a market can aid in determining which titles to acquire or distribute.
Thirdly, understanding which shows fans of "Scorpion" like can aid in programming decisions. For instance, "Young Sheldon", "Fear The Walking Dead", and "Game Of Thrones" are shows liked by fans of "Scorpion". This could indicate there is an appetite for shows with similar themes or concepts, leading to potential programming decisions for the platform.
Fourthly, understanding demand data helps with decisions around subscriber retention and acquisition. Examining the decrease in audience demand for the show by 18.1% in October can inform programming decisions around retaining the current audience while also identifying shows to acquire that can grow the audience. Additionally, the show's outstanding reach indicates that it has the potential to attract new subscribers to the platform.
Finally, by comparing the performance of the show over the last year versus the last 30 days, executives can make informed decisions on the show's current popularity, as well as potential future success. "Scorpion" has increased popularity recently, with its peak demand for the last 30 days being 9.6 times the average. This indicates that there could potentially be a surge in popularity for the show in the coming months.
In conclusion, demand data can provide executives with valuable insights that can aid in content valuation, acquisition, distribution, and programming decisions. Understanding the popularity of a show, genre, or market can help executives make more informed decisions to increase engagement, retain customers, and ultimately drive revenue for the platform.
Scorpion's travelability to Russia in the last 30 days is 66%, which means that the audience demand for Scorpion is 66% of the demand in its country of origin, United States. Click through to another market to discover how well Scorpion 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 Russia, 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 Scorpion, for example, can be assessed for a market e.g. Russia, which can then be benchmarked against genre averages (e.g. Action Thriller), using our globally standardized Demand Expressions® metric.
This page has been changed on April 22, 2024, 2:04 p.m. PST using global demand content analytics from Parrot Analytics for Scorpion in Russia. We provide our partners with smart OTT insight to help them drive better and more informed content acquisition strategies. Contact us today to find out more.