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.
Entertainment executives have to make difficult content, acquisition and distribution decisions to provide engaging and profitable TV for their audiences. A key challenge is determining the value and potential audience for a show to manage production budgets, distribution deals and marketing campaigns. Fortunately, demand data can help executives make more informed decisions to maximize their ROI. In addition to understanding the value of a title or a franchise, demand data can highlight areas of potential growth, reveal partnerships with other shows or talent that might prove beneficial and identify regional differences in the popularity of the show. Below are some of the ways demand data can inform strategic decision making by using "Canada's Drag Race" as an example.
Content Valuation: To determine the value of a title or library, content valuation can be used, which is the process of quantifying the dollar value of TV content. Demand data can be used to determine the popularity of a series relative to other shows in its genre or the average TV show. According to the data for "Canada's Drag Race," this show has 3.6 times the audience demand of the average show in the United States, and only 8.6% of all TV shows have this level of demand. It ranks at the 92.8th percentile in the reality genre. The popularity of this show confirms that it is a valuable asset for a TV platform. Furthermore, an understanding of the show's demand trends over the long-term and short-term can guide executives in making more informed decisions. For example, "Canada's Drag Race" experienced a decline in demand over the past 90 days, which suggests the show may need creative changes to keep the audience engaged.
Determining Acquisitions and Program Scheduling: For executives deciding on which shows to acquire and how to schedule them, demand data can provide a complete picture of the popularity of a show across various platforms and global markets. By using the data for "Canada's Drag Race," a TV executive seeking to distribute the show on different platforms can learn that the show has peaks in demand during certain periods, like Late February 2024. The show's demand trends and performance across different genres can also reveal what types of content are most in-demand and what shows might pair well with "Canada's Drag Race" in scheduling.
Marketing Efforts: A TV executive could use the data on "Canada's Drag Race" to tailor the marketing campaign by identifying the show's core fans and recommending similar shows that they enjoy. Additionally, audience engagement data can help identify how and when to market the show so that its promotional effort coincides with its peak demand. The data suggests that such localization could be beneficial since the show faces different levels of demand in various parts of the world.
Expansion Opportunities: Executives can use demand data to investigate opportunities for expansion, whether through franchising a successful television show or identifying new content opportunities. The data reveals, for example, which global markets favor the show, with countries like Canada, the United States, Brazil, the UK, France, Italy and others ranking high in demand. The data shows how much global appeal the show has in comparison with other titles in the genre, making it easier for executives to allocate funds and maximize future content investments.
Talent Acquisition: Lastly, demand data can inform what type of talent or partnership strategies to pursue for further growth and audience expansion. The data on "Canada's Drag Race" suggests similarities with other popular drag race titles such as "RuPaul's Drag Race" and "Drag Race Italia." Collaborating with specific shows or talents, therefore, can drive viewer interest in new content. Talent acquisition strategy is one of the ways executives can explore further the demand for different kinds of content in various locations.
In conclusion, demand data offers myriad insights that executives could use to inform their strategic decision making to maximize the value of the TV show. From content valuation to determining acquisitions, scheduling, marketing efforts, expansion opportunities, and talent acquisition, executives can use demand metrics across various dimensions to make data-driven decisions that align with audience preferences in domestic and foreign markets. By leveraging insights from demand data, executives can be more confident in making informed decisions that drive customer engagement and build business sustainability in the long run.
Canada's Drag Race's travelability to the United States in the last 30 days is 61%, which means that the audience demand for Canada's Drag Race is 61% of the demand in its country of origin, Canada. Click through to another market to discover how well Canada's Drag Race 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 crave 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 Canada's Drag Race, for example, can be assessed for a market e.g. United States, which can then be benchmarked against genre averages (e.g. Competition Reality), using our globally standardized Demand Expressions® metric.
This page has been regenerated on March 29, 2024, 12:56 a.m. PST using global tv demand datasets from Parrot Analytics for Canada's Drag Race in the United States. We provide our partners with meaningful OTT analyses to help them drive better and more informed content licensing strategies. Contact us today to find out more.