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 many questions you may have about the content you produce, finance, distribute or showcase. By utilizing demand data for a specific TV series such as "Halo", insights can be gained that can aid in making more informed decisions.
Firstly, content valuation is a key application of demand data. Using Parrot Analytics' content valuation system, global and region-specific audience demand data can be used to determine the worth of a TV series, how much a platform-specific marginal revenue contribution can be expected, and how a title could drive engagement across the rest of the content catalog or mitigate churn. Applying this system to "Halo", audience demand data shows that the show is highly in demand in multiple international markets, meaning the show is likely to make a significant revenue contribution to any platform that acquires it.
Another question that demand data can answer relates to supply and demand. Data such as what type of content has an opportunity to be acquired, produced, or monetized can be gained. Based on the information above, the war genre in the United States during the month of November was well-received, therefore opportunities to produce new content in this genre or acquire existing content might be explored.
Subscriber acquisition and retention are key considerations for any TV executive. Demand data can assist in determining which titles would keep the current audience happy or grow the audience. In the case of "Halo", audience demand data indicated that the show has a good momentum, meaning it is gaining popularity, so acquiring or producing similar content could help in attracting new subscribers to a platform.
Demand data also has applications in mapping local whitespaces. By assessing in which regions a show is highly in demand, executives can make informed decisions about where content should be distributed, thus increasing the likelihood of the show's success. By examining the top 10 global markets where "Halo" was most in-demand in November 2023, we see that the show outperformed the demand of the average TV show in each of these markets. In fact, "Halo" showed outstanding audience demand in the United States, Russia, Bulgaria, China, the United Kingdom, Canada, and the Netherlands.
Finally, demand data can also provide insights into optimal release strategy, pricing, and pre-release marketing. By understanding audience demand spikes for a specific TV series, executives can calibrate the timing of content releases and optimize the marketing campaign for premiers. In the case of "Halo", Parrot Analytics' data showed that demand for the show spiked in late November 2023 in the United States, which could be a result of the series' release or other factors such as marketing efforts.
In summary, by using demand data for a specific TV series such as "Halo", TV executives can gain valuable insights that can lead to more informed decisions. This data can be used to aid in content valuation, determine supply and demand, subscriber acquisition and retention, geographic distribution, optimal release strategy and pricing, and pre-release marketing.
This is Halo'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 Halo travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Paramount+‘s Halo 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 Paramount+ 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 Halo, for example, can be assessed for a market e.g. United States, which can then be benchmarked against genre averages (e.g. Sci-Fi Action), using our globally standardized Demand Expressions® metric.
This page has been modified on Dec. 9, 2023, 1:02 p.m. PST using global demand datasets from Parrot Analytics for Halo in the United States. We provide our partners with deep content analyses to help them drive better and more informed content sales strategies. Contact us today to find out more.
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