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, understanding audience demand data is crucial when making informed decisions about content acquisition, distribution, programming, and content valuation. Using the example of "Ted Lasso" in Sweden, let's explore how Parrot Analytics' demand data can provide valuable insights to help with such decisions.
Content Valuation:
Parrot Analytics' content valuation system is an economic valuation system powered by global content demand and supply. It can help TV executives answer questions like: how much is my series worth in a particular market like Sweden, and is it worth buying it for distribution on my platform? Using audience demand data, TV executives can estimate the value of a specific title and its ability to drive subscriptions and mitigate churn.
Demand Data for Programming Decisions:
In the case of "Ted Lasso" in Sweden in October 2023, its audience demand was 11.9 times the average show, indicating that it's very popular. However, compared to demand over the past 90 days, demand has recently decreased. This suggests that there may be some concerning trends that executives should take into account when evaluating the show's momentum.
Moreover, the show's Peak rank of 30 during October in Sweden indicates that it's still a popular title. However, "Ted Lasso" experienced a drop in rank by 14 spots during October 2023, which indicates lessened popularity and may point to areas of improvement for creators. Therefore, demand data can be critical to making decisions about renewing, marketing, or changing certain aspects of a show to attract audiences.
In addition, the show fell in demand for Sweden by 9.0% in October. Demand in any particular country is often influenced by local tastes and cultural differences, so this type of data can be a strong indication of the show's reception in the country. TV executives can, therefore, use audience demand data to tailor their shows to appeal more effectively to their target market and sustain their shows' demand.
Demand Data for Acquisition and Distribution Decisions:
Examining the top 10 global markets for "Ted Lasso" over the last 30 days, the data reveals that the show outperforms the average demand for TV shows in each market. The show's highest demand is in the United States, which is its country of origin, where demand is outstanding. This information can be useful for executives seeking to acquire or distribute the show, helping them identify countries where the show is more marketable.
Furthermore, the show's travelability quantifies its international demand relative to its home market, and it's considered exceptional. In Sweden, the demand for "Ted Lasso" is 38% of the demand in the US, indicating that it has strong international appeal. Executives looking to acquire or distribute "Ted Lasso" in Sweden can use this information to identify how successful the show may be in capturing the local audience's attention, in turn better enabling them to determine what kind of licensing deals are appropriate.
Demand Data for Content Planning Decisions:
Beyond informing TV executives of which shows are popular in a particular market, audience demand data can also provide insights into what types of content are resonating with audiences. Executives can use this data to tailor their content creation and acquisition strategies toward in-demand genres or styles of shows that are likely to engage audiences.
In the case of "Ted Lasso" in Sweden, audience demand data indicated that it is in the 99.9th percentile in the drama genre, indicating that it has higher demand than 99.9% of drama titles in Sweden. Insights like these can help TV executives to find similar shows that their audience is more likely to enjoy, which can, in turn, maximize the chances of success of their content slate.
In conclusion, Parrot Analytics' demand data provides valuable insights for entertainment executives when it comes to content acquisition, programming, distribution, and content valuation in a particular market. By examining audience demand data, TV executives can make informed decisions based on their audience preferences, market trends, and competition, thereby helping them to produce content that not only meets but exceeds their audience's expectations.
Ted Lasso's travelability to Sweden in the last 30 days is 44%, which means that the audience demand for Ted Lasso is 44% of the demand in its country of origin, United States. Click through to another market to discover how well Ted Lasso travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Apple TV+‘s Ted Lasso 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 Sweden, 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 Apple TV+ 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 Ted Lasso, for example, can be assessed for a market e.g. Sweden, which can then be benchmarked against genre averages (e.g. Sitcom), using our globally standardized Demand Expressions® metric.
This page has been renewed on April 22, 2024, 2:01 p.m. PST using television demand metrics from Parrot Analytics for Ted Lasso in Sweden. We provide our partners with smart television series know-how to help them drive better and more informed content distribution strategies. Contact us today to find out more.