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.
Demand data can be used by entertainment executives for their decision making when it comes to content, acquisition, distribution, and programming. Parrot Analytics' content valuation system powers economic valuation by analyzing global content demand and supply. For instance, "American Monster" can be used as an example to highlight how demand data can be used in decision making.
One significant application of demand data is content valuation. Using demand data, one can determine how much to spend on content, and the value of a content library to a platform over time. The Parrot Analytics content valuation system can reveal the dollar value contribution of any title to any platform in any region. Therefore, using demand data, an executive can calculate the ROI a specific title will bring for any given platform.
An executive can also analyze audience demand data to answer questions such as how popular a show is relative to the market average, what genres are resonating with the current audience, and what genres should be focused on to attract new subscribers to their SVOD service. In this case, demand data for "American Monster" shows that it has 4.3 times the audience demand of the average show in the United States over the last 30 days, and demand has been increasing in the United States by 10.9%.
Moreover, Parrot Analytics' demand data can inform scalable concept testing, supply and demand decisions, and the mapping of local whitespace. Executives can use demand data to optimize their release strategy and pricing, quantify the platform-specific marginal revenue contribution and how a title drives engagement across the rest of the catalog. Through Parrot Analytics content valuation system, one can assess a TV series' ability to drive subscriptions and mitigate churn.
Sometimes, demand data is needed to enable competitive benchmarking, which can help TV executives to compare their shows against other titles available on the market. An executive can use this type of analysis to understand the dynamics that determine the value of content, especially when it comes to pricing, deals, licensing decisions, and scheduling. Furthermore, the data can be used for pre-release marketing optimization, which means that an executive can optimize their marketing campaign ahead of the premiere.
For "American Monster," an executive can use demand data to identify the show's most popular markets globally. In this case, the show outperforms the demand of the average TV show in each of its top 10 global markets, with Australia ranking as the number one market with good audience demand of 4.3x. Additionally, executives can use demand data to uncover under-monetized titles and to understand the platform and network fit.
In conclusion, demand data provides entertainment executives with valuable insights that can inform their content acquisition, distribution, programming, and content valuation decisions. Using demand data analytics gives an executive a competitive edge in a highly competitive entertainment industry. Parrot Analytics is committed to providing insightful data-driven analysis to empower the industry and eliminate guesswork.
This is American Monster'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 Monster travels internationally.
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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 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 investigation discovery 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 Monster, for example, can be assessed for a market e.g. United States, which can then be benchmarked against genre averages (e.g. True Crime), using our globally standardized Demand Expressions® metric.
This page has been revised on March 28, 2024, 4:31 p.m. PST using demand metrics from Parrot Analytics for American Monster in the United States. We provide our partners with deep OTT capabilities to help them drive better and more informed content licensing strategies. Contact us today to find out more.