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 likely constantly trying to make informed content, acquisition, distribution, and programming decisions. One of the most powerful tools at your disposal is demand data and Parrot Analytics has developed a unique system that can help you make more informed decisions. The analysis of the TV show "Three-Body" in the United Kingdom in March 2024 provides an excellent example of how demand data can give you valuable insights.
Content Valuation:
Demand data enables content valuation based on determining how much a particular series is worth. Parrot Analytics' content valuation system is powered by global content demand and supply, and it reveals the dollar value contribution of any title to any platform in any region. Therefore, understanding the value of "Three-Body" is essential, and the show has very good demand in the United Kingdom, which is 7.6 times the audience demand of the average show. This demand indicates that the show is valuable and essential to the UK audience, and therefore, acquiring "Three-Body" may be a strategic decision for a streaming platform.
Acquisition Decision:
By examining the top ten global markets in demand for "Three-Body," the data reveals the countries where the show is most popular and where the platform is enjoying the tremendous demand generated. China is its number one market globally, followed by Australia, and the UK is an excellent third. Countries like Bulgaria, Canada, France, the United States, and Romania all have good demand for the show. Such information can inform where to acquire content and on what content to invest. Therefore, acquiring the streaming rights for "Three-Body" to cater to the viewers' demand may be an excellent acquisition decision.
Programming Decision:
Demand data can help with programming decisions like deciding when to release a show, how many episodes to make, and how frequently to release them. "Three-Body" had increased demand during March, and its demand spiked in late March in the UK. This demand data shows that the show's audience is growing, and this is, therefore, essential information for the platform to make programming decisions. Therefore, deciding on the optimal release strategy regarding what, when, and how often to release "Three-Body" to maximize the demand would be a programming decision.
Distribution Decision:
Apart from acquiring content, knowing the best platform to distribute the content is critical. Targeting the right platform can maximize the viewers' engagement, leading to increased subscriptions and higher retention rates. The Parrot Pulse for "Three-Body" shows that the show's global performance across six dimensions of audience demand is outstanding, except for reach, where it is poor. Therefore, identifying the right platform where its audience can access easily and have better engagement opportunities can be a distribution decision.
Content Discovery and Recommendations:
Demand data powers content discovery, and recommendations concerning which content to produce or acquire and when to produce or acquire them. Additional show metadata for the context revealed that "Three-Body" started airing on 2023-01-15, and it has 30 episodes over one season. The data shows that over the last 30 days, "Three-Body" has increased in popularity. Therefore, the demand data can inform the entertainment executive about when the viewers' preferences change and which concept works well with the viewers.
To conclude, the demand data presented above can inform various strategic decision-making processes by executives when they want to make informed content, acquisition, distribution, or programming decisions. Demand data-powered insights can help executives to better analyze the value, target the right platform, discover trending materials, and recommend the optimal release strategy, all while maximizing audience engagement.
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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 Tencent Video 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 Three-Body (三体), for example, can be assessed for a market e.g. United Kingdom, which can then be benchmarked against genre averages (e.g. Sci-Fi Drama), using our globally standardized Demand Expressions® metric.
This page has been amended on April 22, 2024, 2:03 p.m. PST using television demand data from Parrot Analytics for Three-Body (三体) in the United Kingdom. We provide our partners with meaningful TV industry insight to help them drive better and more informed content advertising strategies. Contact us today to find out more.