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, there are many questions you need to answer before making any content, acquisition, distribution, or programming decisions. One of those questions is content valuation- how much is my show worth? Parrot Analytics' content valuation system is based on demand data and allows you to estimate the value of TV titles to any platform in any region. Using demand data, you can calculate the return on investment for a specific title.
Let us consider a case study of "Lovesick," which is a romantic comedy series that aired from 2014 to 2018. According to Parrot Analytics' demand data analysis for the month of January 2024 in the United States, "Lovesick" had a good demand, with 3.2 times more audience demand than the average show in the country over the last 30 days. It ranked at #1939 in the United States. It dropped down the rank by 381 spots during January in the United States, which indicates lower demand over time. Despite this, the show is still in the 94.8th percentile of the romance genre in January, meaning that it has higher demand than 94.8% of all romance titles in the country.
One key factor to consider as an entertainment executive is the international demand for content. Travelability is a critical factor in determining the global appeal of a show. For "Lovesick," international audience demand across all platforms was good, but it performed better in the United Kingdom but lower in the United States. This suggests that the show has the potential to resonate with other markets, depending on the region.
Another essential factor in using demand data for decision-making is to examine the show's momentum, i.e., its pace of growth. For "Lovesick," its momentum is good, but it has been decreasing in popularity recently. To fully understand its position in the market, you also need to look at its longevity, which measures how well audience demand is maintained over time. On this front, "Lovesick" is doing okay, but there are other shows that are doing better. Franchisability is another factor to consider, which measures a show's spin-off potential, and "Lovesick" shows okay potential in this area. Its reach, i.e., the number of people expressing demand for a show, is also okay.
Looking at "Lovesick" demand data over a year, it was found that its peak demand was higher in the last 30 days than over the entire year. This indicates that the show's popularity is increasing. Similarly, the show's average demand was higher in the last 30 days than over the entire year, indicating increased popularity.
International demand analysis provides not just an idea of the show's global appeal but also insight into which local whitespaces it can fill best. With the top 10 global markets for "Lovesick" examined, the United Kingdom is the number one market globally. Other countries where the show is most in-demand include New Zealand, Germany, Trinidad & Tobago, Canada, Lithuania, Australia and Hungary.
In conclusion, demand data can be used to help entertainment executives make more informed decisions about content, acquisition, distribution, and programming. In this case study of "Lovesick," we can see how demand data analysis informs content valuation, international appeal and opportunities for franchisability, longevity, momentum, and reach of a show. By using demand data, you can determine how much to spend on content and which shows are worth acquiring for your platform.
Lovesick's travelability to the United States in the last 30 days is 68%, which means that the audience demand for Lovesick is 68% of the demand in its country of origin, United Kingdom. Click through to another market to discover how well Lovesick 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 Channel 4 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 Lovesick, for example, can be assessed for a market e.g. United States, which can then be benchmarked against genre averages (e.g. Sitcom), using our globally standardized Demand Expressions® metric.
This page has been updated on March 29, 2024, 4:41 a.m. PST using demand metrics from Parrot Analytics for Lovesick in the United States. We provide our partners with far-reaching entertainment industry know-how to help them drive better and more informed content acquisition strategies. Contact us today to find out more.