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.
Demand data can be highly beneficial for entertainment executives across multiple sectors, and for instance, can be leveraged by a content distributor or TV production company to make informed decisions about the best way to move forward with particular content. Using the example of "Danger Mouse", let's explore how demand data can be analyzed to aid decision-making around content acquisition, valuation, programming, and distribution.
For content acquisition, demand data can be used to evaluate the potential of a title to appeal to audiences. In the case of "Danger Mouse", we can see that it has 2.5 times the audience demand of the average show in the United Kingdom over the last 30 days. This is a good indication that the show has potential, as only 8.6% of all TV shows are at this level of demand. Examining the top 10 global markets where "Danger Mouse" is most in-demand over the last 30 days, we can see that this TV series outperforms the demand of the average TV show in each of these markets. For instance, the United Kingdom is "Danger Mouse"'s number one market globally. The show achieved good audience demand of 2.1x in the United Kingdom. All this data puts "Danger Mouse" in a favorable position for potential acquisition by a content distributor or TV production company.
For content valuation, demand data can help to quantify how much a particular title is worth and reveal the dollar value contribution it has to any platform in any region. Parrot Analytics content valuation is an economic valuation system powered by global content demand and supply. Using demand data, "Danger Mouse" can be evaluated based on its contribution to audience demand, audience engagement, and performance on specific platforms. This information can be highly useful for content financing companies when evaluating the monetary value of a particular title.
Analyzing demand data can also help with programming decisions. Examining the affinity data for "Danger Mouse", we can see that other shows that fans of "Danger Mouse" also like include "The Smurfs", "LEGO Ninjago Dragon Rising", and "Fraggle Rock: Back To The Rock". Programmers can use this information to make smart scheduling decisions and program another show targeting a similar audience back-to-back. Furthermore, programmers can also study the data to understand the best release strategy for a particular content, timing it with audience demand spikes on different platforms. In the case of "Danger Mouse", demand spiked in late March 2024 for the United Kingdom, indicating that a marketing campaign coinciding with the spike might be beneficial.
Lastly, distribution decisions can be significantly improved by analyzing demand data. Travelability and reach, both measured by Parrot Analytics content, can help entertainment executives understand which platforms to target for distribution of a particular content. With the example of "Danger Mouse", travelability is currently low, meaning that the show's international demand [outside of the UK] relative to its home market is not where it needs to be. However, reach is okay, indicating that the show's potential to attract new subscribers could be high.
In closing, demand data can be leveraged to make informed decisions that optimize content valuation, programming, distribution, and acquisition. In the case of "Danger Mouse", detailed analysis of demand data can put executives in a strong position to develop an effective content strategy and increase the chances of success in whichever market they are operating.
This is Danger Mouse'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 Danger Mouse travels internationally.
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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 CBBC 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 Danger Mouse, for example, can be assessed for a market e.g. United Kingdom, which can then be benchmarked against genre averages (e.g. School), using our globally standardized Demand Expressions® metric.
This page has been amended on April 22, 2024, 2 p.m. PST using television demand datasets from Parrot Analytics for Danger Mouse in the United Kingdom. We provide our partners with essential entertainment industry insight to help them drive better and more informed content sales strategies. Contact us today to find out more.