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.
Are you an OTT platform or a TV series financing company looking for ways to make more informed content decisions? Do you want to know how demand data can help you make better acquisition, distribution, or programming decisions? Then look no further than the case of "20/20," the iconic American newsmagazine TV show that has been on the air since 1978.
Parrot Analytics uses global audience demand data to help entertainment executives answer many different types of questions about their content. Here are some examples of how demand data can help you make better content decisions using the case of "20/20" as a guide:
1. Content Valuation: If you are a TV series financing company or a content distributor, you need to know how much a title or a library is worth to a platform. Parrot Analytics' content valuation system is based on demand data, which reveals the dollar value contribution of any title, to any platform, in any region. Based on "20/20's" demand data, we can see that its performance in the United States is good, with 5.9 times the audience demand of the average show over the last 30 days. This information can be used as a baseline value for the show when negotiating its sale or licensing.
2. Acquisition Decisions: As an OTT platform or linear network, you need to know what type of content to acquire that will resonate with your audience and attract new subscribers. Using demand data, you can assess a TV series' ability to drive subscriptions and mitigate churn. For "20/20," we can see that its demand in the United States is good, and its audience demand has increased by 10.8% during January alone. This information can be used as part of a platform's acquisition strategy, to determine which shows will have the most impact on subscriber numbers.
3. Programming Decisions: As a TV production company or a studio, you need to know how to optimize your release strategy and pricing for your content. Using demand data, you can assess the popularity of your show in specific markets and determine the best release strategy for your content. For "20/20," we can see that it outperforms the demand of the average TV show in each of the top 10 global markets where it is most in-demand over the last 30 days. This information can be used to determine release strategies and pricing for the show in those markets.
4. Distribution Decisions: As an entertainment talent agency, you need to know which platforms to target for distribution of your content. Using demand data, you can determine where your content is most in-demand and which platforms to target for distribution. For "20/20," we can see that its audience demand in the United States is good, ranking #1099 in the country. This information can be used to target platforms with a strong user base in the US, such as Hulu or CBS All Access.
5. Competitive Benchmarking: As a linear network or a pay TV network, you need to know how your content compares to other titles available on the market. Using demand data, you can compare your content against other titles on various dimensions, such as audience demand, momentum, reach, and longevity. For "20/20," we can see that it ranks at the 92.8th percentile in the news genre in January, which means it has higher demand than 92.8% of all news titles in the US. This information can be used to assess how the show is doing compared to other news titles in the market.
In conclusion, demand data can help entertainment executives make more informed content decisions. By using the case of "20/20," we have shown how demand data can be used for content valuation, acquisition, distribution, programming, and competitive benchmarking. To learn more about how Parrot Analytics' demand data can help you make better content decisions, visit our website today.
This is 20/20's home market and therefore its travelability is 100%; the travelability of a TV show's market of origin is always 100%. Click through to another market to discover how well 20/20 travels internationally.
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Acquire the best shows from partners such as abc to fortify your competitive position in the United States. Contact us now to access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles (e.g. 20/20), 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 abc‘s 20/20 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 States, 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 abc 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 20/20, for example, can be assessed for a market e.g. United States, which can then be benchmarked against genre averages (e.g. ), using our globally standardized Demand Expressions® metric.
This page has been updated on March 29, 2024, 3:28 a.m. PST using demand datasets from Parrot Analytics for 20/20 in the United States. We provide our partners with valuable content analyses to help them drive better and more informed content marketing strategies. Contact us today to find out more.