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 at an OTT or SVOD platform, demand data can be an incredibly useful tool to make more informed decisions concerning content acquisition, distribution, programming, and content valuation. Let's examine how demand data can be used in the case of the TV series "IT" from March 2024 in the United States.
Firstly, using Parrot Analytics' content valuation system, demand data can be used to determine how much "IT" is worth, its value as a strategic asset for a streaming platform, and its ability to drive subscriptions and reduce churn. In this particular case, "IT" has 13.5 times the audience demand of the average show in the United States over the last 30 days. This shows that demand for "IT" is outstanding and that it is worth a significant amount to any streaming platform.
Secondly, demand data can inform content acquisition decisions. In the case of "IT," it is clear that the show is incredibly popular in the United States, with the market being its number one market globally with outstanding audience demand. Looking at the top 10 global markets where "IT" is in-demand, we can see that the show outperforms the demand of the average TV show in all of these markets.
Thirdly, demand data can inform programming decisions. In the case of "IT," we can see that its demand has been increasing recently, and during March, audience demand increased by 6.3% in the United States. This indicates that programming more episodes of "IT" or airing it more frequently can lead to increased engagement and viewership.
Fourthly, demand data can inform distribution decisions. This means that platforms can look at which platforms "IT" is in-demand in and target those platforms specifically. In this case, platforms operating in the United States and the United Kingdom, where demand is good, should be prioritized.
Lastly, demand data can inform content valuation as it can be used to calculate the economic valuation of a particular title based on its global content demand and supply. Therefore, platforms can use demand data to determine the value of their entire content library or individual series.
Overall, the case of "IT" in March 2024 in the United States shows how demand data can be used to help entertainment executives make better content acquisition, distribution, programming, and content valuation decisions. By using demand data, executives can make data-driven decisions that lead to increased engagement, viewership, and profit.
This is IT'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 IT travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular abc‘s IT 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 IT, for example, can be assessed for a market e.g. United States, which can then be benchmarked against genre averages (e.g. Suspense Horror), using our globally standardized Demand Expressions® metric.
This page has been renewed on April 17, 2024, 2:04 p.m. PST using television demand data from Parrot Analytics for IT in the United States. We provide our partners with essential television series know-how to help them drive better and more informed content investment strategies. Contact us today to find out more.