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.
Content executives in various roles can leverage the demand data insights provided by Parrot Analytics to make more informed content acquisition, distribution or programming decisions. As an example, let's consider the case of "Fantomworks", a reality TV show about car restoration.
One way that executives can make use of demand data is by estimating the economic value of their content. Parrot Analytics’ content valuation system helps to answer questions like how much a content library is worth to the streaming platform over time, what is the baseline value of a title, and how valuable is exclusivity. The demand data for "Fantomworks" shows that it has 3.5 times the audience demand of the average show in the United States over the last 30 days. Only 8.6% of all TV shows have this level of demand. Being one of only a few shows with such high levels of demand, it can be assumed that "Fantomworks" has a high economic value for a network or a platform that decides to acquire or own it.
Another use of demand data is to understand how well a show is performing over a given period and to make decisions based on it. For instance, a content distributor looking to acquire "Fantomworks" can use Parrot Analytics data to understand that it has been increasing in popularity lately, having achieved 2.7 times the average demand over the last 90 days and 3.5 times the average over the last 30 days. Additionally, "Fantomworks" moved up 818 spots in rank during March in the United States. Examining demand data, one can identify the most popular markets for a show and obtain a clearer picture of how it is doing globally and take decisions around international distribution or licensing. In the case of "Fantomworks", its highest demand is currently in the US, with Germany coming in second place.
Additionally, demand data can help executives understand what type of content is resonating well with their audience and can help with decision making around future content investment. For instance, by examining the audience for "Fantomworks", one can identify other shows they like such as "Brickleberry", "Being Human", and "Garage Squad". Understanding what shows the audiences for similar content like can help inform content executives’ decisions.
Moreover, demand data can reveal insights into how well a show is faring in its genre. In this example, "Fantomworks" ranks in the 95th percentile of all documentary titles in the United States. Additionally, executives can use demand data to determine what genres are resonating most with their current audience or to identify whitespace opportunities within a market.
Furthermore, Parrot Analytics' metrics can provide insights into how well a show is performing across different dimensions such as travelability, reach, and engagement. In the case of "Fantomworks", its travelability is poor, indicating that it might not be suitable for international distribution. Its momentum is okay, showing an acceptable pace of growth in recent times, with positive events driving high demand. Finally, its reach, which shows how many people are expressing demand for the show, is okay.
In conclusion, the example of "Fantomworks" provides a glimpse into how Parrot Analytics can help executives in content-related roles assess the value of a given show, understand its performance, and make more informed decisions around content acquisition, distribution, and investment. By leveraging demand data, executives can get insights into audience preferences, optimize marketing campaigns to target the right audience, and compare shows against other similar titles available on the market, giving them a strategic advantage in the competitive entertainment industry.
This is Fantomworks'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 Fantomworks 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 motor trend 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 Fantomworks, for example, can be assessed for a market e.g. United States, which can then be benchmarked against genre averages (e.g. Automobile Reality), using our globally standardized Demand Expressions® metric.
This page has been updated on April 22, 2024, 2:02 p.m. PST using global demand metrics from Parrot Analytics for Fantomworks in the United States. We provide our partners with extensive entertainment industry expertise to help them drive better and more informed content advertising strategies. Contact us today to find out more.