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, it's important to make informed content decisions, and demand data provides valuable insights to make these decisions. In this case, let's take the example of the show "Captains Of The World" that aired in April 2024, in the United Kingdom. Parrot Analytics demand data for this show provides various insights that can assist executives in content valuation, programming, distribution, and acquisition decisions.
Demand Valuation:
The demand for "Captains Of The World" in the United Kingdom is good, with 2.8 times the audience demand of the average show in the territory for the last 30 days. This show's increasing demand compared to the last 90 days shows that it is gaining popularity. By having access to the demand data of a show, executives can better assess its economic valuation and determine if it's worth investing in.
Program Selection:
The docuseries "Captains Of The World" has an audience demand that places it in the top 8.6% of all TV shows. This insight suggests that the show has the potential to drive engagement across the rest of the catalog. Additionally, the show ranks at the 96.1st percentile in the documentary genre. This information provides an executive with a better understanding of the potential popularity of a show across the given genres. Also, by having access to the top 10 global markets where "Captains Of The World" is most in-demand, executives can further assess which regions and languages the show could be marketed in.
Distribution strategy:
The show “Captains of the World” had good demand in countries such as South Africa and Argentia. With so much potential demand for the show, it could be considered as an advantage to distribute the show in these markets. By examining the popularity and demand level of the show on a worldwide basis, executives can comprehend the impact of its performance and deduce if a region is profitable or not.
Marketing strategy:
The Parrot Pulse for "Captains Of The World" provides a measure of how the show is performing globally across six dimensions, including momentum, citizenship, and longevity. This information will assist executives in focusing future aspects of pre and post-release marketing strategies, such as determining the pacing or focus of the marketing campaign at specific times or locations.
Content acquisition:
Not only does the show have good demand in specific markets like the United Kingdom, but the audience demand has increased by 40.8% in the previous 30 days. The increase in demand suggests that the show is becoming increasingly popular and could continue to gain popularity. Executives can use this information to determine the worth of the show before making any acquisition plans.
By having access to demand data, executives may also answer questions such as: Which elements are most enjoyed by the audience? Is the content in high demand only in a specific region? What genres are most renowned for content? As a result, executives can make informed decisions and adapt themselves to changing demand.
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Our TV audience measurement dataset is truly global. Discover how popular Netflix‘s Captains Of The World 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 Netflix 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 Captains Of The World, for example, can be assessed for a market e.g. United Kingdom, which can then be benchmarked against genre averages (e.g. Sports Documentary), using our globally standardized Demand Expressions® metric.
This page has been modified on April 22, 2024, 2:04 p.m. PST using analytics from Parrot Analytics for Captains Of The World in the United Kingdom. We provide our partners with comprehensive subscription-video-on-demand know-how to help them drive better and more informed content marketing strategies. Contact us today to find out more.
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