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.
For entertainment executives looking to make more informed content, acquisition, distribution, and programming decisions, Parrot Analytics can provide valuable insights through demand data analysis, as evident in the case of "Modern Family" in the United Kingdom in February 2024.
Demand data can help content, distribution, and programming executives to understand the value of their content, and this is where content valuation comes into play. Parrot Analytics' content valuation system uses demand data to determine a title's dollar value contribution to any platform in any region. For instance, "Modern Family" attained 18.1 times the audience demand of the average show in the United Kingdom in the last 30 days, meaning that this series contributed a substantial audience to the platform. Content valuation can also help executives to calculate the Return on Investment (ROI) that a title will bring to a platform.
Demand data can also help executives to identify the most popular genres in a local market or globally, which is crucial in making acquisition decisions. For instance, we see that "Modern Family" ranked #37 and experienced a 20-spot increase in its ranking. It also attained 99.9th percentile in the romance genre, indicating how much demand such a show can bring to a platform that acquires it. Knowing what genres are resonating the most with the audience can help determine what types of content exhibit opportunities for acquisition or production.
Additionally, demand data can enhance the decision-making process when it comes to retention and acquisition of subscribers. Executives can use this data to identify titles that can help keep their current audience happy (retention) or attract new subscribers to their platforms (acquisition). "Modern Family" has been maintaining exceptional audience demand over time, as evident in longevity measurement. Therefore, titles of this kind can help executives make better retention and acquisition decisions.
Demand data can also help executives in decision-making in areas such as release strategy, pricing, and marketing. Analysis of the show metadata informs us that "Modern Family" is very popular globally. Its "Travelability" to ignite audience demand in areas outside its home market, the United States, is exceptional; thus, it can be a valuable addition to a platform that targets global expansion.
In conclusion, demand data helps entertainment executives to make data-informed decisions by providing insights into the performance of a title in a given market and globally. For instance, demand data analysis can answer questions like how popular the show is relative to the market average, what genres are resonating most with the current audience, and which platforms should consider acquiring the content. As evident in the case of "Modern Family," demand data can help executives determine what type of content has high franchisability, reach, momentum, and longevity, all of which inform a title's value, and that can be leveraged in making content and acquisition decisions.
Modern Family's travelability to the United Kingdom in the last 30 days is 59%, which means that the audience demand for Modern Family is 59% of the demand in its country of origin, United States. Click through to another market to discover how well Modern Family travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular abc‘s Modern Family 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 abc 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 Modern Family, for example, can be assessed for a market e.g. United Kingdom, which can then be benchmarked against genre averages (e.g. Sitcom), using our globally standardized Demand Expressions® metric.
This page has been changed on March 29, 2024, 1:59 a.m. PST using global demand metrics from Parrot Analytics for Modern Family in the United Kingdom. We provide our partners with smart television expertise to help them drive better and more informed content advertising strategies. Contact us today to find out more.