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 a TV executive, there are several questions you can ask about the performance of a TV series to make more informed content decisions. The analysis of "Arthur" provides insights into how you can use demand data to make informed decisions.
Firstly, using demand data, you can answer questions about content valuation. You can use demand data to determine how much a series is worth, how much its value is driven by demand for one of its stars, and the baseline value of a title. For "Arthur," we learn that the show's demand is outstanding in the United States. Comparing its demand to the average show, we see that only 2.7% of all TV shows have this level of demand. This means that the show's value is high and could be considered a strategic asset for a streaming platform. Additionally, using demand data, we can estimate the show's ability to drive subscriptions and mitigate churn.
Secondly, demand data can help you with decisions related to supply and demand. Using demand data, you can identify the type of content that shows an opportunity to acquire or produce. For instance, you can use fan data for "Arthur" to identify other shows that fans of Arthur also like, such as "Bluey," Peppa Pig," and "Sesame Street." This can help you decide which types of content to produce to attract more subscribers to your SVOD service.
Thirdly, demand data can help you with programming and distribution decisions. By mapping local whitespaces, demand data can help you understand the most popular genres in your local market. Additionally, using demand data, you can identify how popular a show is relative to the market average in any market around the world. This can guide decisions related to optimal release strategy and pricing.
Finally, demand data can help with subscriber acquisition and retention. For retention, you can use demand data to identify which titles to buy that will keep your current audience happy. For acquisition, you can identify which titles to buy to attract new subscribers to your platform. In the case of "Arthur," we learn that the audience demand for the show has increased by 12.0% in March 2024 in the United States. By examining the top 10 global markets where "Arthur" is most in-demand, we find that the United States is the show's number one market globally, where it achieved outstanding audience demand.
In conclusion, demand data can be used by TV executives to make informed decisions related to content valuation, acquisition, distribution, programming, and subscriber acquisition and retention. Using the analysis of "Arthur," we have provided examples of how demand data can be used to answer some of these questions. By leveraging demand data, TV executives can maximize the value of their content, provide their audience with what they want, and grow their subscriber base.
This is Arthur'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 Arthur 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 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 Arthur, for example, can be assessed for a market e.g. United States, which can then be benchmarked against genre averages (e.g. School), using our globally standardized Demand Expressions® metric.
This page has been enhanced on April 22, 2024, 2:02 p.m. PST using global tv demand metrics from Parrot Analytics for Arthur in the United States. We provide our partners with essential content capabilities to help them drive better and more informed content advertising strategies. Contact us today to find out more.