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, how can you use demand data to help make more informed content, acquisition, distribution or programming decisions? Let us use the example of "Zig & Sharko" in Turkey in February 2024 to illustrate:
1. Content valuation: Parrot Analytics' content valuation system is based on demand data and can reveal the dollar value contribution of any title, to any platform, in any region. In the case of "Zig & Sharko", we know from demand data that it has 2.1 times the audience demand of the average show in Turkey and demand has been increasing recently. This show also has a high percentage of demand in the comedy genre. These data points can be used to estimate the dollar value of "Zig & Sharko" to a platform in Turkey.
2. Acquisition decisions: Looking at "Zig & Sharko", we see that it has outstanding audience demand in global markets such as Brazil, France, Croatia, United States, Albania, Bangladesh, Russia, South Africa and Malaysia. Understanding where a show is most in demand can be crucial information for acquisition decisions. If a platform or content distributor sees that a show has high demand in a particular market, it may be beneficial for them to acquire that show and offer it to audiences in those regions.
3. Programming decisions: Parrot Analytics' demand data shows that the demand for "Zig & Sharko" decreased by 58.1% in Turkey during February. With this insight, a TV executive may consider moving the show to a different time slot or adjusting the programming schedule to try and reinvigorate demand for the show in Turkey. Additionally, understanding which other shows are popular among the same audience that enjoys "Zig & Sharko" can help inform programming decisions around scheduling or potential new acquisitions to complement the show's demographics.
4. Distribution decisions: Knowing that "Zig & Sharko" has strong travelability (meaning it has international demand relative to its home market) and high demand across multiple countries can aid in decisions about where to distribute the show and which regions offer the greatest opportunity for growth in demand.
5. Content decisions: Lastly, looking at "Zig & Sharko" over the course of the year to the previous 30 days can help executives understand if a show's popularity is increasing or declining. While this show had a 45.1% increase in peak demand compared to the average demand over the past year, its average demand only increased slightly. This insight can help inform decisions around additional investment or renewal cycles. It can be used to understand whether a show is more likely to maintain its current level of popularity or see further growth in demand.
Zig & Sharko's travelability to Turkey in the last 30 days is 12%, which means that the audience demand for Zig & Sharko is 12% of the demand in its country of origin, France. Click through to another market to discover how well Zig & Sharko travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Canal+‘s Zig & Sharko 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 Canal+ 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 Zig & Sharko, for example, can be assessed for a market e.g. Turkey, which can then be benchmarked against genre averages (e.g. Cartoon), using our globally standardized Demand Expressions® metric.
This page has been modified on April 22, 2024, 2:04 p.m. PST using tv demand content analytics from Parrot Analytics for Zig & Sharko in Turkey. We provide our partners with comprehensive SVOD competencies to help them drive better and more informed content advertising strategies. Contact us today to find out more.