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, you can leverage demand data to make more informed content or acquisition related decisions with the help of Parrot Analytics. The analysis of "Atlanta" for the month of March 2024 in the United States is an excellent example that showcases how demand data can be used for content valuation, programming decisions, or distribution decisions.
Content Valuation: Demand data helps you to determine the monetary value of your content. Using "Atlanta" as an example, the show has a demand 16.8 times higher than the American average over the last 30 days, and it has outstanding rankings across all of our Parrot Pulse dimensional benchmarks. Such impressive metrics and numbers are crucial for negotiating licensing deals, sponsorships, and product placements. This information can also reveal the return on investment, estimate cannibalization of audiences, and the value of exclusivity.
Acquisition Decisions: Demand data provides insight into which titles are popular and resonating with audiences. By observing the top titles liked by fans of "Atlanta," such as "Snowfall" "Succession," and "Fargo," decision-makers can use this information to find content that complements or attracts the same loyal audience. Additionally, "Atlanta" has international appeal, as demonstrated by its Travelability dimension, so it could be a strategic acquisition for a platform looking to improve its global offering.
Programming Decisions: TV executives can use demand data to surface insights on what genres, themes or types of content resonates most with their audience, helping to build programming and content strategies that are designed to increase subscriber satisfaction and engagement. TV networks and streaming services can observe the show's audience demand over time, reach, and longevity within key markets to better understand their viewers' preferences. Furthermore, the audience demand data for "Atlanta" suggests a strong cultural foundation and potential for franchisability, which can inform programming decisions such as greenlighting spin-offs or series extensions.
Distribution Decisions: Demand data can help with decisions concerning supply and demand; i.e., what content exhibits the opportunity to acquire or produce. For instance, our analysis revealed that despite "Atlanta" being a U.S.-based show, it has garnered significant demand from countries worldwide such as Canada, Netherlands, United Kingdom, Brazil, and others. This global appeal can help TV executives and distribution partners better understand where to invest their distribution efforts. Furthermore, it can help understand the international demand for content, making it easier to uncover opportunities for licensing and distribution abroad.
In conclusion, Parrot Analytics' demand data provides deeper insights and data-driven strategies that enable executives to make informed content and acquisition decisions. The analysis of "Atlanta" highlights how utilizing demand data from Parrot Analytics can help maximize the success of programming decisions while also ensuring that acquisition, content valuation, and distribution investments are targeted optimally.
This is Atlanta'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 Atlanta travels internationally.
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Acquire the best shows from partners such as FX 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. Atlanta), 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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Deploy high impact entertainment marketing strategies across all genres including Comedy. Contact us now to deploy demand-driven marketing, the only empirical earned media measure of your marketing spend. Access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles such as Atlanta, including those that have not even been released. Appeal to your target markets, including the United States, based on audience interests, enabling the personalization of campaigns to capitalize on pre-release demand.
Our TV audience measurement dataset is truly global. Discover how popular FX‘s Atlanta 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 FX 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 Atlanta, for example, can be assessed for a market e.g. United States, which can then be benchmarked against genre averages (e.g. Satire), using our globally standardized Demand Expressions® metric.
This page has been refreshed on April 22, 2024, 2:03 p.m. PST using television demand analytics from Parrot Analytics for Atlanta in the United States. We provide our partners with smart TV industry know-how to help them drive better and more informed content acquisition strategies. Contact us today to find out more.