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's vital to make informed decisions regarding content acquisition, distribution, programming, and investment. Demand data is key in providing the necessary information to make these decisions. The response below provides a deeper look into how Parrot Analytics' demand data can be usefully applied to help make these decisions.
In the case of Traitor, a recently launched thriller drama series, Parrot Analytics' demand data can provide insightful data to inform the assessment of the show's performance, potential, and value. Here are some of the questions that demand data can answer about this show:
1. How well is the show performing?
According to the data provided, the demand for Traitor is excellent in Russia, the top market globally, with 8.5 times the audience demand of the average title over the past 30 days. The show's demand has been increasing, and it ranks higher than 97.7% of all drama titles in Russia in October. However, the data also reveals a decrease in demand in Russia by 23.2% for the month. Thus, agility is key to leverage a show's success.
2. Should we acquire the rights to this show for another platform?
Suppose an executive is considering acquiring the rights to Traitor to show it on their platform. In that case, they can use demand data to measure the value of the content to their platform. By using Parrot Analytics' content valuation system, executives can determine the dollar value contribution of any title to any platform in any region. This information can help negotiate the terms of an acquisition, adjust the offering price, or determine if acquiring the rights to the show aligns with the platform's strategic goals.
3. How can we maximize the show's potential?
The Parrot Pulse for Traitor provides a measure of its global performance across six dimensions. Assessing the show against these dimensions can help executives determine areas of potential improvement or additional investment to generate more value. The report reveals Traitor's travelability, which measures a show's international demand relative to its home market, is currently poor. To increase the international value of the show, executives could consider marketing efforts in other countries where their data indicates demand for a similar show. Also, considering that Traitor has good demand in Ukraine, Lithuania, and Latvia, they could plan for distribution and marketing strategies into those regions.
4. Is the show Franchisable?
Suppose a studio executive is considering whether Traitor is suitable for spin-off. In that case, the demand data can inform their decision. Based on the current demand data report by Parrot Analytics, the show has poor franchisability (spin-off potential).
5. How has the show's popularity changed over time, and what does the future look like?
If an executive wants to make content investment decisions, demand data can help evaluate a show's popularity over time and predict its potential success. According to the data, the show averaged 1.5 x the average title over the last year but was 8.5 x above the average title over the last 30 days. This information indicates that the show's popularity is increasing, but it's essential to keep monitoring it to make sound business decisions.
In conclusion, executives in the entertainment industry need to make decisions based on informed data. Parrot Analytics' demand data can help inform strategic decision-making concerning content valuation, acquisition, distribution, and programming. By using the Traitor example, executives can readily comprehend Parrot Analytics' demand data methodology and how vital it is for their business decisions in the entertainment industry.
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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 HOT 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 Traitor (בוגד), for example, can be assessed for a market e.g. Russia, which can then be benchmarked against genre averages (e.g. Thriller), using our globally standardized Demand Expressions® metric.
This page has been changed on April 22, 2024, 2:02 p.m. PST using demand data from Parrot Analytics for Traitor (בוגד) in Russia. We provide our partners with meaningful OTT competencies to help them drive better and more informed content sales strategies. Contact us today to find out more.