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 TV executive, understanding the demand for a show is vital in making informed content, acquisition, or distribution decisions. For instance, let us consider the case of "Canada's Got Talent," a reality TV show, whose demand is analyzed below based on the insights provided by Parrot Analytics data.
Content Valuation:
Content valuation is crucial for executives who want to determine how much a show is worth, or how much to spend on content. With Parrot Analytics' content valuation system, the dollar value contribution of any title to any platform in any region can be calculated. In the case of "Canada's Got Talent," its demand data can be used to value the IP globally. Our analysis reveals that the show is 3.4 times more demanded than the average show in the United Kingdom over the last 30 days, indicating strong demand. A global content demand and supply valuation system like Parrot Analytics' content valuation can be used to estimate the show's baseline value or find the value of a content library to a platform over time.
Acquisition and Programming Decisions:
Understanding audience demand helps in identifying what types of content exhibit an opportunity to acquire or produce. For instance, "Canada's Got Talent" experienced a 380.4% increase in audience demand in the United Kingdom in March 2024, pointing to an opportunity to acquire content. Additionally, executives can leverage demand data to determine how their series is performing as an acquisition-driving or churn-reducing title. Parrot Analytics' demand data can be used to assess the value of exclusivity and estimate the cannibalization of audiences if a title is available on multiple services.
Distribution Decisions:
Knowing the show's demand in different regions can inform strategic distribution decisions. For instance, "Canada's Got Talent" has higher demand than 96.2% of all reality titles in the United Kingdom, making it an attractive title for the UK market. Also, by examining the top ten global markets where "Canada's Got Talent" is in-demand, we find that the show's performance outperforms the demand of the average TV show in each of these markets, indicating a good show for distribution.
Furthermore, travelability, which quantifies how popular a show is internationally relative to its home market, can help executives decide which platforms to target for distribution. Moreover, understanding the show's reach, which measures the number of people expressing demand for a show, can also inform distribution decisions.
Additional Insights:
Demand data can also inform other strategic decisions, such as optimal release strategy and pricing. For instance, executives can use Parrot Analytics' demand data to ensure that their content is being seen by the right audience on their platform, informing discovery and recommendation decisions. Additionally, demand data can be used to quantify taste clusters to learn about the show's current audience, and competitive benchmarking can compare the show against other titles available in the market.
In conclusion, Parrot Analytics' demand data on "Canada's Got Talent" highlights how demand data can help TV executives make data-driven decisions concerning content, acquisition, distribution, or programming. By leveraging demand data through content valuation systems, executives can gain more valuable insights to inform strategic decisions.
Canada's Got Talent's travelability to the United Kingdom in the last 30 days is 46%, which means that the audience demand for Canada's Got Talent is 46% of the demand in its country of origin, Canada. Click through to another market to discover how well Canada's Got Talent travels internationally.
Answer one question and put our thinking to work on your challenges.
Who are you in the industry?
Capture more value from content opportunities in the United Kingdom as well as globally. Contact us now to leverage audience profiling, market-based insights, talent scoring and genre clustering to de-risk production investments. Discover new business opportunities in the Reality genre and assess the strengths and weakness of the competition’s content e.g. Citytv, leading to increased commercial efficiency and ROI.
Support casting decisions with empirical market data for the United Kingdom. Contact us now to reveal hidden talent insights, through a combination of affinity and trait analysis, encompassing both global and market-based factors to determine who is truly worth an investment. Discover new business opportunities and assess the strengths and weakness of the competition’s offerings including specific titles such as Canada's Got Talent.
Produce with confidence whilst mitigating downside risks. Contact us now to decrease production risks by combining content genome insights with demand data to increase the likelihood of a successful series: Gain deep insights into character, talent, setting, plot, theme and genre preferences, including Reality. Using audience demand data, explore markets such as the United Kingdom to discover lucrative new sales opportunities whilst evaluating the expected ROI for new series acquisitions such as Canada's Got Talent from partners like Citytv.
Studios in the United Kingdom are now empowered to fuse art with science for the next global hit. Contact us to gain deep insights into target audiences’ character, talent, setting, plot, theme and genre preferences (e.g. Reality) - for both local and global content. Find the best performing concepts with demand-driven concept testing and development. Apply talent demand to gain a holistic view of future content performance, pre-development.
Are you seeking distribution for Canada's Got Talent? Lead global content negotiations with authority. Contact us now to discover if you should prioritize markets such as the United Kingdom, based on country-specific audience demand - including territories where commercial rights have not yet been granted. Apply a demand-based framework to negotiations with potential distribution partners such as Citytv to maximize the deal value. Assess the strengths and weakness of the competition’s content, leading to increased commercial efficiency and ROI.
Maximize advertising revenues from new audiences in the United Kingdom. Contact us now to leverage a return-focused selection criteria for title acquisition from Citytv by incorporating country-specific trend and market demand factors. Appeal to audience interests using demand-driven advertising and personalize campaigns to capitalize on pre-release demand for specific titles such as Canada's Got Talent. Access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles that have not even been released.
Acquire the best shows from partners such as Citytv to fortify your competitive position in the United Kingdom. Contact us now to access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles (e.g. Canada's Got Talent), 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.
Command your Reality genre niche with maximum net subscriber adds. Contact us now to harnesses audience demand data to gain insights for growing and keeping a subscriber base. Leverage a return-focused selection criteria for title acquisition from partners such as Citytv by incorporating country-specific trend and market demand factors for all markets including the United Kingdom. Appeal to the individuality of your audience base, taking into consideration the unique and limitless characteristics of taste clusters.
Deploy high impact entertainment marketing strategies across all genres including Reality. 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 Canada's Got Talent, including those that have not even been released. Appeal to your target markets, including the United Kingdom, 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 Citytv‘s Canada's Got Talent 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 the United Kingdom, 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 Citytv 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 Canada's Got Talent, for example, can be assessed for a market e.g. United Kingdom, which can then be benchmarked against genre averages (e.g. Competition Reality), using our globally standardized Demand Expressions® metric.
This page has been adjusted on April 22, 2024, 2:03 p.m. PST using analytics from Parrot Analytics for Canada's Got Talent in the United Kingdom. We provide our partners with deep television industry workflows to help them drive better and more informed content investment strategies. Contact us today to find out more.