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.
Content executives across various sectors of the entertainment industry can use demand data to make more informed content, acquisition, distribution, and programming decisions. Parrot Analytics’ content valuation system is powered by global content demand and supply. By analyzing demand, entertainment executives can answer many questions that assist them in making critical decisions.
Taking an example of the popular children’s TV series, "Upin & Ipin," we can see how demand data can guide content decision-making processes. Firstly, demand data provides insight on how much the TV series is worth in a given market. By looking at its demand in the United Kingdom for the month of March 2024, we can ascertain that demand for "Upin & Ipin" was 3.3 times the audience demand for the average show, and it ranked at the 95.3rd percentile in the family genre.
Additionally, demand can also help executives determine the value of a content library to a platform over time. Since "Upin & Ipin" has been running since 2007, analyzing the show’s demand over the past year and the last 30 days can help executives determine whether the TV series is fading in popularity, which can inform decisions on whether to keep it on the platform or invest in its marketing. For instance, by comparing the demand of "Upin & Ipin" on a rolling year basis versus the last 30 days, we see that demand increased in the last 30 days showing that the show has increased popularity.
Demand data can also provide precise insight into what genre and themes of content are resonating with audiences in different markets worldwide. Since "Upin & Ipin" has global appeal, executives at studios, content distributors, and linear TV, and pay-TV networks can examine the show’s performance in the different markets where it is in-demand, as shown in the example of the top 10 global markets where the show is most in-demand. Parrot Analytics’ demand data indicates that the show has outperformed the demand of the average TV show in all these countries. This information can help guide executives on where to target content for distribution based on genre affinity and demand.
Demand data can also inform decisions on content acquisition decisions. By looking at the performance of "Upin & Ipin" in the United Kingdom, and considering data like Parrot Pulse that shows the worldwide audience demand across all platforms, its travelability, momentum, longevity, franchisability, and reach, executives can ascertain whether or not acquiring the show could be beneficial to their platform.
In conclusion, demand data is a crucial piece of information accessible to content executives in the entertainment industry, and it can assist in driving decisions that range from content valuation, acquisition, programming, and distribution. Parrot Analytics provides real-time, industry-leading demand data on a global scale that entertainment executives can use to perform strategic analysis and make decisions with greater certainty.
Upin & Ipin's travelability to the United Kingdom in the last 30 days is 26%, which means that the audience demand for Upin & Ipin is 26% of the demand in its country of origin, Malaysia. Click through to another market to discover how well Upin & Ipin travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular TV9‘s Upin & Ipin 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 TV9 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 Upin & Ipin, for example, can be assessed for a market e.g. United Kingdom, which can then be benchmarked against genre averages (e.g. Animated Sitcom), using our globally standardized Demand Expressions® metric.
This page has been changed on April 22, 2024, 2:03 p.m. PST using global demand analytics from Parrot Analytics for Upin & Ipin in the United Kingdom. We provide our partners with meaningful television series insight to help them drive better and more informed content distribution strategies. Contact us today to find out more.