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.
If you are an entertainment executive looking to make more informed content decisions or acquisition and distribution decisions, Parrot Analytics' demand data will provide you with valuable insights. One example of how demand data can help you is by analyzing a TV series like "Today (US)" for the month of January 2024 in the United Kingdom.
Firstly, examining the demand for the show over the last 30 days, we can see that "Today (US)" has 4.5 times more audience demand than the average show in the United Kingdom. This demonstrates "Today (US)" has strong demand in the UK and could be a valuable asset to any platform looking to acquire content. Furthermore, the fact that demand for the show has been increasing over time, with demand 3.7 times higher than average over the last 90 days and demand increasing by 9.5% in January, indicates the show is gaining popularity and has the potential for even greater success in the future.
Through the analysis of rankings, we can see that "Today (US)" ranked #439 in the UK and is at the 97.5th percentile in the talk-show genre in January. This shows that the show is achieving a high demand in its niche and is outperforming the majority of talk-show titles in the UK. Studying the worldwide audience demand, "Today (US)" was found to have an outstanding demand across all platforms, indicating its potential for global reach.
Additionally, we can look at the Parrot Pulse for "Today (US)". The report shows that the travelability of the show is good, implying that the show has good international demand relative to its home country. Longevity and momentum were both exceptional, which suggests that audience demand is being maintained and growing at a significant rate. Further, franchisability (spin-off potential), a critical valuation criteria, is good, indicating that the show can be extended to other markets or formats beyond the current show.
Comparing "Today (US)"'s demand on a rolling year basis to the last 30 days, there's a 16.6% increased demand in the 30-day period. This provides justification for a short-term view of "Today (US)" demand growth strategy. We can also see the top 10 global markets where the show performed the best over the last 30 days. These markets include The United States, Trinidad & Tobago, Canada, Sri Lanka, Australia, India, United Kingdom, Pakistan, and Vietnam, indicating potential opportunities for effective distribution and advertising in these markets.
Taking all these insights together, we provide answers to the following questions:
- Content valuation: How can you determine how much to spend on content? Parrot Analytics content valuation system using demand data can help to determine the dollar value of any title contribution to any platform in any region.
- Demand data powers Parrot Analytics' content valuation system: Using demand data, we can learn how much a title drives engagement across the rest of the catalog, and even more granular, what's the value of exclusivity of a title, or how a title performs as acquisition-driving or churn-reducing title.
- Demand helps with decisions concerning supply & demand: Since "Today (US)" has good demand in the UK, it indicates an opportunity to acquire or license the show in the region, which can meet the supply & demand chain.
- Demand helps with subscriber acquisition or retention: Since the show has shown increasing momentum in recent months, it could potentially attract new subscribers to a platform or retain current subscribers by satisfying their demand for current affairs news.
- Demand enables competitive benchmarking: By comparing "Today (US)"'s demand against other titles available on the market, entertainment executives can identify the strengths and weaknesses of their titles versus their competitors.
Overall, demand data can help entertainment executives make strategic decisions around content acquisition, distribution, and programming, ultimately leading to better content monetisation and overall business outcomes.
Today (US)'s travelability to the United Kingdom in the last 30 days is 20%, which means that the audience demand for Today (US) is 20% of the demand in its country of origin, United States. Click through to another market to discover how well Today (US) travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular NBC‘s Today (US) 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 NBC 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 Today (US), for example, can be assessed for a market e.g. United Kingdom, which can then be benchmarked against genre averages (e.g. News Factual), using our globally standardized Demand Expressions® metric.
This page has been updated on March 3, 2024, 1 p.m. PST using analytics from Parrot Analytics for Today (US) in the United Kingdom. We provide our partners with meaningful entertainment industry capabilities to help them drive better and more informed content partnership strategies. Contact us today to find out more.