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 an entertainment executive, leveraging demand data can help to make more informed content decisions. The demand data for "Tehran", a TV series about a Mossad hacker-agent on her mission to disable an Iranian nuclear reactor amid her soul-searching and romantic entanglement with a pro-democracy activist, for the month of March 2024 in the United Kingdom is a good example of how to use demand data.
The first way demand can help executives is to inform content valuation. Demand data can provide answers to questions on how much a title is worth and its value contribution to any platform in any region. The economic valuation system powered by global content demand and supply that Parrot Analytics uses can reveal the dollar value contribution of any title, so they can determine how much to invest in content.
Demand data can also shed light on the regional and global popularity of a TV show, who its audience is, and how it is resonating with them. By analyzing the demand data of the show, executives can identify the most popular genres in their local market or globally, and assess the potential of a particular show's global appeal, helping in their cross-border acquisitions.
Demand data helps to optimize release strategy and pricing which enables executives to make better distribution and programming decisions, inform franchisability, understand audience taste clusters, and finally, discover under-monetized titles in the market.
Looking at "Tehran", we see that the show has a higher demand than 96.3% of all drama titles in the United Kingdom. Demand for the show has been increasing recently, spiking in late March 2024 in the UK. Evaluating the Parrot Pulse also indicates a very high audience demand across all platforms globally, despite okay travelability. While United Kingdom demand is good, the show is most in-demand in Spain where it has a demand of 5.9x as compared to the average title, pointing to opportunities to optimize its release strategy and pricing.
Additionally, a 1-year rolling comparison of "Tehran" shows a 15.1% increase in demand in the last 30 days. "Tehran" has a good momentum, peak rank of #792 in the United Kingdom and generally good demand in Ukraine, France, Canada, Israel, and the United States, further indicating its success.
As a result of these analyses, executives can make more informed decisions by focusing on what genre, delivery platform, talent, and marketing strategy, actually resonates with their audience. It enables them to make informed acquisition, distribution, and programming decisions that will help to retain current audiences and attract new ones.
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Acquire the best shows from partners such as Kan 11 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. Tehran (טהרן)), 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.
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Our TV audience measurement dataset is truly global. Discover how popular Kan 11‘s Tehran (טהרן) 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 Kan 11 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 Tehran (טהרן), for example, can be assessed for a market e.g. United Kingdom, which can then be benchmarked against genre averages (e.g. Thriller), using our globally standardized Demand Expressions® metric.
This page has been amended on April 22, 2024, 2 p.m. PST using global tv demand analytics from Parrot Analytics for Tehran (טהרן) in the United Kingdom. We provide our partners with comprehensive SVOD analyses to help them drive better and more informed content advertising strategies. Contact us today to find out more.