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, there are many ways you can use demand data for content decision-making. This article will use "American Experience" as an example to demonstrate this.
Firstly, demand data can be used to determine a show's content valuation. Parrot Analytics' content valuation system takes global demand into account to reveal a particular title's dollar value contribution to any platform in any region. American Experience has an excellent audience demand that is 12.8 times higher than the average show in the United States. Its demand has been rising recently, which indicates a growing popularity for the show and, by extension, its rising value.
Secondly, demand data can inform acquisition decisions. Before deciding to acquire a show, you can leverage demand data to estimate its potential ROI by calculating the platform-specific marginal revenue contribution and how much a show boosts engagement across the rest of the catalog. A platform that has a predominantly documentary-loving audience and is interested in acquiring documentaries can look to American Experience, which ranks at the 99.4th percentile in the documentary genre in the United States.
Thirdly, demand data can guide programming decisions. As an executive at a production company or studio, you can utilize demand data to identify which type of content you should produce or acquire. American Experience's audience demand has increased by 6.7% in March in the US, so it is clear that the show's audience is growing, and it can encourage producers or studios to replicate its success.
Fourthly, distribution decisions can be made using demand data. Suppose you are an executive at an OTT platform or a content distributor. In that case, you can leverage demand data to determine which region or platform has the highest demand for a series before making distribution decisions. Looking at American Experience, it is clear that its performance in the United States has been outstanding. It also has good demand in countries such as Germany, France, Canada, Romania, Netherlands, Sweden, the United Kingdom, and China.
Lastly, entertainment executives can use demand data to select titles that improve SVOD subscriber acquisition and retention. American Experience's demand tells us that there is a good chance that the show is attracting new subscribers to the platform, indicating that executives looking to increase their platform's customer base should consider acquiring it. Additionally, it has an outstanding longevity score, indicating that it can retain customers over a more extended period.
In conclusion, using demand data can inform content decisions and assist in determining a show's valuation, acquisition, programming, distribution decisions, and subscriber retention and acquisition for entertainment executives. By examining American Experience's demand patterns and using the questions above, executives can make informed decisions to improve their platform's growth.
This is American Experience'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 American Experience travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular PBS‘s American Experience 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 PBS 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 American Experience, for example, can be assessed for a market e.g. United States, which can then be benchmarked against genre averages (e.g. Biographical Documentary), using our globally standardized Demand Expressions® metric.
This page has been regenerated on April 18, 2024, 2:05 p.m. PST using global tv demand content analytics from Parrot Analytics for American Experience in the United States. We provide our partners with far-reaching subscription-video-on-demand competencies to help them drive better and more informed content distribution strategies. Contact us today to find out more.