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 television executive, using demand data can help you make more informed content, acquisition, distribution, and programming decisions. By analyzing shows using demand metrics, you can identify which titles are performing well and what changes can be made to improve their viewership. Here's how demand data relates to content valuation:
- Content valuation uses demand data to determine how much a particular title or library is worth. Demand data helps answer questions such as how much of a series’ value is driven by demand for one of its stars, what is the baseline value of a title, and how can you estimate cannibalization of audiences if a title is available on multiple services.
- Apart from content valuation, demand data can also inform decisions regarding subscriber acquisition and retention. By using demand data, you can identify which titles to buy if you want to keep your current audience happy or grow your audience.
- Furthermore, demand data powers Parrot Analytics' content valuation system, which reveals the dollar value contribution of any title to any platform in any region. With this system, you can quantify a title's platform-specific marginal revenue contribution and how it drives engagement across the rest of the catalog.
Now let's apply these concepts to the example of "Meryem", a Turkish drama series. The demand data shows that "Meryem" has good audience demand of 4.3 times the average show in Turkey over the last 30 days, though the show's decreasing trend is alarming. The show has higher demand than 98.3% of all drama titles in Turkey. However, the show's performance on Parrot Pulse across six dimensions is mildly okay, with poor travelability, momentum and franchisability. The audience demand for the show has decreased in Turkey by 7.6% during March. The peak rank achieved is 111. Although the show is doing okay in most global markets, it is most in-demand in Turkey, followed by Morocco.
So, how can that help with decision making?
- To produce or acquire content that has the potential to attract new subscribers in Turkey and Morocco, focus on the genre and themes that Meryem does well, but also experiment with new concepts to capture the audience's attention.
- To address the show decreasing in popularity, understand why this is occurring, whether it is due to the storyline, casting decisions, or something else, and adjust accordingly.
- For channel placement or licensing, evaluate how the show's performance in Turkey and globally can rank and index against the other content.
By examining the demand data points mentioned, a TV executive can determine the performance of Meryem and use that data to make informed content, acquisition, distribution, and programming decisions. They can also use the content valuation system to calculate how much the show is worth and how much revenue it can generate for any given platform. Demand data can also help executives identify under-monetized titles and determine the best strategy for release and promotion to attract new subscribers.
This is Meryem'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 Meryem travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Kanal D‘s Meryem 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 Turkey, 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 Kanal D 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 Meryem, for example, can be assessed for a market e.g. Turkey, which can then be benchmarked against genre averages (e.g. Teen Drama), using our globally standardized Demand Expressions® metric.
This page has been reconstructed on April 22, 2024, 2:02 p.m. PST using demand analytics from Parrot Analytics for Meryem in Turkey. We provide our partners with smart subscription-video-on-demand workflows to help them drive better and more informed content partnership strategies. Contact us today to find out more.