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 need data that will help you make informed content, acquisition, distribution, or programming decisions. Parrot Analytics provides access to real-time global audience demand data that can be used for content valuation. Let's use the example of the television series "Batman" in August 2023 in the United States, to show how demand data can inform such decisions.
Content Valuation: Using the demand data, you can calculate the economic value of a TV series by assessing its level of demand across different platforms. Parrot Analytics content evaluation system shows the dollar value contribution of any title to any platform in any region. For example, "Batman" achieved 9.8 times the audience demand of the average show in the United States over the last 30 days, indicating exceptional demand and high contribution to the platform.
Optimizing Marketing Campaign: Demand data can help to identify the audience's preference based on viewing patterns and behavior. Using this information, you can optimize a marketing campaign ahead of the premiere to ensure maximum reach and growth potential. The data shows what content resonates most with the audience, and in this case, the show has peak demand rank of #485 in the United States, and the demand increased by 22.4% in August.
Platform-Specific Marginal Revenue Contribution: The demand data can be used to quantify the platform specific marginal revenue contribution, indicating how much revenue the platforms receive for each episode of the show. This information will help you determine how much to spend on acquiring or producing content for the platform.
Content Acquisition: By examining the show's performance in various markets, you can identify where demand is high, and there are opportunities to acquire or produce similar content. For instance, "Batman" performs well in the United States and Norway, indicating the demand for similar content in these regions. You can also assess the ROI that a specific title will bring to a given platform using demand data and show ratings.
Subscriber Retention: Demand data can help you identify which titles to buy to keep your current audience happy. It can also help you predict churn by estimating the cannibalization of audiences if a title is available on multiple services.
Audience Discovery: By analyzing the audience taste clusters, you can identify the best talent, brand, or TV shows to partner with to expand your audience and acquire subscribers. The data reveals that fans of "Batman" also like "Luther", "The Batman", "Father Brown", "Smallville", "Pushing Daisies", and others.
Optimal Release Strategy and Pricing: The demand data can be used to determine the best release strategy for a show, such as the time and date of release. It can also inform the pricing strategy that is most effectively used, e.g., a premium or freemium model, based on the level of demand.
Finally, the data can be used for competitive benchmarking, pre-release marketing and to uncover under-monetized titles. For "Batman," the data reveals the following metrics: The worldwide audience demand is good, travelability is okay, longevity is outstanding, momentum is good, franchisability is okay, and reach is okay. This information can be combined with additional data such as ratings, social media conversations and trends to make more informed content, acquisition, distribution, or programming decisions.
This is Batman'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 Batman 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. Batman), 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 Batman 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 Batman, for example, can be assessed for a market e.g. United States, which can then be benchmarked against genre averages (e.g. Superhero Series), using our globally standardized Demand Expressions® metric.
This page has been changed on Sept. 30, 2023, 2 p.m. PST using global demand analytics from Parrot Analytics for Batman in the United States. We provide our partners with valuable content competencies to help them drive better and more informed content marketing strategies. Contact us today to find out more.