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, you are always looking for ways to make informed content decisions, acquisitions, and distribution decisions for your platform. That’s where Parrot Analytics comes in. Our demand measurement system can help you gather insights to drive optimal strategic decisions surrounding your TV shows and acquire a competitive advantage. To illustrate this with an example, let’s look at the recent performance of the show “The Act” in March 2024, in the United Kingdom.
Content Valuation and Performance
One of the significant benefits of demand measurement is the ability to evaluate a TV series' value and how well it's performing as an acquisition-driver. Parrot Analytics' content valuation system is robust enough to measure not just a single title but an entire library and reveal its value on any platform, in any region. By leveraging the global content demand and supply from Parrot Analytics, you can estimate the revenue contribution of a specific title to your platform. These numbers are particularly crucial when it comes to making content investments and financial commitments.
Now looking at "The Act", the demand for the show is good, with an audience demand for the last 30 days 2.2 times higher than the UK average TV show. It is interesting to observe that though demand for this show has been decreasing recently, it achieved a peak rank of #1430 in the UK. The show’s positioning with respect to its peers in the drama genre is at the 92.1 percentile with higher demand than 92.1% of the drama titles in the United Kingdom, indicating it is a popular show. Additionally, the demand for the show has reduced by 33.6% during March in the UK.
Franchise and Multiple Market Performance
Demand data is also critical for identifying the franchises' potential for a show with the possibility of spin-off adaptations. Based on the performance of 'The Act,' its franchisability is okay, indicating significant untapped potential.
Understanding the performance of your content beyond one market is crucial to plan and strategize your distribution and marketing. It is interesting to note that the United States is the number one market globally for ‘The Act,' with good audience demand of 2.9x. Australia follows closely with excellent demand, followed by Sweden and Canada, which are also demonstrating good demand. The United Kingdom and Netherlands have nearly the same demand value as the UK, meaning some synergies between these markets could be possible. At the same time, Brazil, Russia, and Poland are also showing okay demand, indicating that further research and market development can offer additional revenue and retention for the content.
Acquisition and Distribution
Demand data can tell you which titles you should buy if you want to grow your audience or keep your current audience happy. It can also help you determine which platform works best for a particular content. Based on the demand data for "The Act" globally, an OTT platform or a Linear network may perform well in countries like the USA, Australia, Sweden, and Canada. To target markets with moderate to good demand, platforms should consider targeting the United Kingdom, Brazil, Russia, and Poland.
In conclusion, Parrot Analytics demand data can offer insights needed for making informed content decisions, acquisition or distribution decisions. By looking at the example of "The Act," we have demonstrated how demand data can help assess content value, franchise potential, popularity, and geographical performance. You can leverage these insights to optimize your decisions surrounding your library and create a competitive edge in the industry.
The Act's travelability to the United Kingdom in the last 30 days is 46%, which means that the audience demand for The Act is 46% of the demand in its country of origin, United States. Click through to another market to discover how well The Act travels internationally.
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Acquire the best shows from partners such as Hulu 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. The Act), 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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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 The Act, for example, can be assessed for a market e.g. United Kingdom, which can then be benchmarked against genre averages (e.g. Crime Drama), using our globally standardized Demand Expressions® metric.
This page has been revised on April 18, 2024, 2:03 p.m. PST using tv demand datasets from Parrot Analytics for The Act in the United Kingdom. We provide our partners with extensive TV analyses to help them drive better and more informed content marketing strategies. Contact us today to find out more.