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.
If you are an entertainment executive looking to make more informed decisions, demand data can provide valuable insights which can inform content valuation, acquisition, or distribution decisions. Taking a case in point, the "Unplugged" series, which is a nostalgic staple of MTV's programming lineup in the 1990s, has seen a recent increase in demand in Turkey.
One fundamental query that can be answered by demand data is content valuation. Utilizing demand data, entertainment executives can estimate the value of a title, a content library or an entire service, and determine the ROI a specific title will bring for any given platform. Audience demand data is used to calculate the dollar value contribution of any title, to any platform, in any region, which can help executives make more informed decisions about the amount to spend on content.
Another question that demand data can answer is related to acquisition decisions. Entertainment executives can leverage demand data to assess how well a TV series will perform as an acquisition-driving or churn-reducing title. They can uncover under-monetized titles or find new opportunity markets by identifying the most popular genres in their local market.
Demand data can also help with programming decisions, such as content scheduling and pricing strategies. For example, looking at the demand for "Unplugged," we find that the show's demand has been increasing steadily over recent months, spiking in late February 2024, giving executives insights into the best time to air the show and the right pricing strategy.
The third query that demand data can help answer is related to distribution decisions. By examining the top 10 global markets where "Unplugged" is in-demand, executives can determine the most suitable regions to distribute the content effectively. In the case of "Unplugged," we find that the United States is the show's number one market globally, followed by Argentina, highlighting where the show performs most effectively.
In conclusion, from the analysis of "Unplugged" in February 2024, we can conclude that demand data is a valuable tool for entertainment executives. It can answer fundamental questions related to content valuation, acquisition, distribution, and programming decisions, providing insights to make informed decisions. By focusing on the demand data of a TV series, executives can optimize the popularity of content, capitalize on international markets, and create spinoffs or franchises, thereby increasing revenue streams.
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Acquire the best shows from partners such as MTV to fortify your competitive position in Turkey. Contact us now to access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles (e.g. Unplugged), 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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Deploy high impact entertainment marketing strategies across all genres including Variety. Contact us now to deploy demand-driven marketing, the only empirical earned media measure of your marketing spend. Access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles such as Unplugged, including those that have not even been released. Appeal to your target markets, including Turkey, based on audience interests, enabling the personalization of campaigns to capitalize on pre-release demand.
Our TV audience measurement dataset is truly global. Discover how popular MTV‘s Unplugged 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 MTV 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 Unplugged, for example, can be assessed for a market e.g. Turkey, which can then be benchmarked against genre averages (e.g. Music Variety), using our globally standardized Demand Expressions® metric.
This page has been updated on April 22, 2024, 2:02 p.m. PST using global television demand datasets from Parrot Analytics for Unplugged in Turkey. We provide our partners with deep OTT capabilities to help them drive better and more informed content advertising strategies. Contact us today to find out more.