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, you face a lot of challenges in making key decisions about content acquisition, distribution, and programming. In recent years, the volume of available content has expanded rapidly which makes it difficult to determine which shows will resonate and attract the audience. This is where Parrot Analytics comes in. By utilizing audience demand data, we provide a solution which helps to make informed content decisions and improve the content quality.
One example of this is the analysis of "Moonlight Chicken”, a TV series that aired in Thailand in October 2023. Our demand data showed that the show achieved the peak rank of #17 and had 9.2 times the audience demand of the average show in Thailand over the last 30 days. Only 2.7% of all TV shows had this level of demand. Demand for the show has been increasing as shown by its demand of 8.7 times the average over the last 90 days, compared to its demand for 9.2 times the average over the last 30 days.
Content valuation is an essential part of any content-related decision executive makes. By looking at the audience demand data for "Moonlight Chicken," we can begin to answer questions around the show’s popularity in Thailand, how it performed relative to other shows in the drama genre, and what elements are contributing to its success. This will help in decisions on whether to acquire the show, whether to expand distribution to other regions, and whether the show should be promoted as part of the platform’s programming and in what time slots.
Also, comparing its performance on a rolling year basis versus the last 30 days, “Moonlight Chicken” shows a 19.1% increase in peak demand and is 2x more popular than the average title currently. This information highlights how performance measures may be affected by seasonal factors like holidays, breaks, or festivities.
Our demand data also reveals how this show is performing across multiple dimensions including travelability, longevity, momentum, franchisability, and reach. The show has okay travelability where travelability quantifies a show's international demand relative to its home market. The real value of content comes from being in-demand long-term, and the longevity of “Moonlight Chicken” has been poor. Whereas momentum, the pace of growth has been okay. Additionally, its franchisability (spin-off potential) is poor, and its reach (the number of people expressing demand for a show) is okay.
Besides the above, by examining the top 10 global markets where "Moonlight Chicken" is most in-demand over the last 30 days, we find that this TV series outperforms the demand of the average TV show (1x) in each of these markets. Thailand is "Moonlight Chicken"s number one market globally with outperforming audience demand of 1.3x. Therefore, we can conclude that the show's appeal in Thailand is outstanding, and there is high potential for monetizing its production and distribution further in that region.
Demand data not only helps to solve content-related problems but also provides a wide range of information to address strategic and tactical questions that executives have. It informs optimal release strategy and pricing, competitive benchmarking, mapping local white spaces, subscriber retention, subscriber acquisition, and many other aspects of content business.
In this case, demand data on "Moonlight Chicken" enabled you to assess the show's popularity in Thailand, identify the elements driving its success, compare its performance to other TV shows, understand its momentum, and inform programming and scheduling decisions. At Parrot Analytics, we are committed to empowering entertainment executives with data-driven insights to help them make better content decisions and profit from the entertainment sector's ever-expanding landscape.
This is Moonlight Chicken (Midnight Series : Moonlight Chicken พระจันทร์มันไก่)'s home market and therefore its travelability is 100%; the travelability of a TV show's market of origin is always 100%. Click through to another market to discover how well Moonlight Chicken (Midnight Series : Moonlight Chicken พระจันทร์มันไก่) travels internationally.
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Acquire the best shows from partners such as GMM 25 to fortify your competitive position in Thailand. Contact us now to access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles (e.g. Moonlight Chicken (Midnight Series : Moonlight Chicken พระจันทร์มันไก่)), 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.
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Our TV audience measurement dataset is truly global. Discover how popular GMM 25‘s Moonlight Chicken (Midnight Series : Moonlight Chicken พระจันทร์มันไก่) 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 Thailand, 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 GMM 25 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 Moonlight Chicken (Midnight Series : Moonlight Chicken พระจันทร์มันไก่), for example, can be assessed for a market e.g. Thailand, which can then be benchmarked against genre averages (e.g. Romantic Drama), using our globally standardized Demand Expressions® metric.
This page has been revised on April 22, 2024, 2:01 p.m. PST using global television demand analytics from Parrot Analytics for Moonlight Chicken (Midnight Series : Moonlight Chicken พระจันทร์มันไก่) in Thailand. We provide our partners with smart OTT expertise to help them drive better and more informed content investment strategies. Contact us today to find out more.