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, you can use demand data from Parrot Analytics to make more informed decisions when it comes to content acquisition, distribution, programming, and content valuation. Looking at the example of "Futurama" in the UK during March 2024, we can see how demand data can be used to make various strategic decisions.
One important application of demand data is content valuation. Using Parrot Analytics content valuation system, you can determine how much a specific title is worth to your platform. In the case of "Futurama", we see that it has outstanding demand in the UK, with 15.8 times the audience demand of the average show in that country over the last 30 days. This exceptional demand can be used to calculate the show's economic value since its audience demand would contribute positively to any platform hosting it.
Another way to use demand data is to make better programming decisions. For instance, looking at the top 10 global markets where "Futurama" is most in-demand, we can see its popularity dwarfs the average TV show in each of these markets, offering valuable information for distribution decisions. For example, the show is most demanded in the US, closely followed by the UK, Canada and Australia. If you were a distribution platform looking for scifi-comedies that are proven to attract viewers, then Futurama would be at the top of your list.
Demand data can also inform acquisition decisions. By analyzing the top shows fans of "Futurama" also like, which include "The Simpsons", "Family Guy" and "South Park", you can see what shows appeal to this particular audience segment. This kind of data can be used as a benchmark when evaluating potential acquisitions, to ensure that there is a fit with the platform's existing, loyal fan base.
Moreover, travelability data can quantify the potential appeal of a title on a global level. In the case of "Futurama", we can see that its travelability is exceptional, indicating that it has a significant potential for international appeal, making it an appealing investment for global streaming platforms.
Momentum and longevity data can be used to understand how a title is retaining or losing appeal over time. Looking at the statistics for "Futurama", we can see that while it enjoyed exceptional demand at its peak and continues to have good overall longevity, it has suffered a decline in the last 30 days, which may be indicative of a slight loss of appeal among its UK audience. Catching that tide while its tides of popularity wanes could soften the blow.
Additionally, demand data can be used to measure the effectiveness of marketing campaigns for an upcoming release or a current show. By analyzing its Pulse, Parrot Analytics measures overall global performance of a show across six key dimensions, these include travelability, global demand, franchisability, reach, momentum and longevity. The Pulse can help measure the success or failure of a particular marketing campaign and can dictate where further changes need to be made.
"The Simpsons" provides an interesting case study when considering content monetization strategies. Its creators were able to really leverage the global traction of the show to support a merchandizing strategy that has allowed it to be a huge profit center many year after it was initially launched. Futurama may present similar opportunities which can be exploited to bring even brand-new shows into the black.
In conclusion, the demand data, such as that that has been provided for "Futurama" in the United Kingdom, can be a strategic tool for TV executives to make more informed decisions when it comes to content acquisition, distribution, programming, franchisability, marketing and content valuation. By appreciating audience demand data, executives can get a solid pulse on what drives their content forward and which risks may be worth taking.
Futurama's travelability to the United Kingdom in the last 30 days is 57%, which means that the audience demand for Futurama is 57% of the demand in its country of origin, United States. Click through to another market to discover how well Futurama 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 Hulu 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 Futurama, for example, can be assessed for a market e.g. United Kingdom, which can then be benchmarked against genre averages (e.g. Animated Sitcom), using our globally standardized Demand Expressions® metric.
This page has been reconstructed on April 22, 2024, 2 p.m. PST using demand analytics from Parrot Analytics for Futurama in the United Kingdom. We provide our partners with valuable OTT insight to help them drive better and more informed content distribution strategies. Contact us today to find out more.