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, you can use the demand data of TV shows to make informed content, acquisition, distribution and programming decisions. The demand data can help you assess the popularity of a TV show both locally and globally, which can inform your content strategy. To illustrate the relevance of demand data, let us look at the demand profile of the comedy series "Mad About You" for the month of March 2024 in the United States.
Content Valuation
One of the questions that demand data can help answer is "how much is my series worth?". The Parrot Analytics content valuation system can be used to reveal the dollar value contribution of any title to any platform, in any region. The demand data of "Mad About You" indicates that the show has a good audience demand over the last 30 days, 4.7 times the average show in the United States. This high level of demand means that "Mad About You" is contributing more financial value to the platform compared to a show with lower demand.
Programming Strategy
Demand data can help to guide a platform's programming strategy. For instance, the show's rank peaked at #1473 in the United States, which shows that it has audience appeal. The audience demand for the show in the romance genre is in the 96.2nd percentile in March, which is higher than 96.2% of all romance titles in the United States. Based on the fans' favorite shows, "Mad About You" has potential to attract more comedy-loving audiences who are fans of popular shows like "Rick And Morty", "The Walking Dead", and "Community". This data can help the platform to create a programming strategy that could keep subscribers engaged.
Distribution Decisions
Demand data is also useful in informing decisions concerning content distribution. The demand data of "Mad About You" shows that it has good worldwide audience demand across all platforms, making it a potentially suitable content for international distribution. Nevertheless, there is a need to assess the show's travelability and reach metrics to make informed distribution decisions.
Acquisition Strategy
When making acquisition decisions, demand data can help you understand how much a show is worth to another streaming platform. "Mad About You" has good demand not only in the US but also in other countries such as Brazil, Netherlands, Argentina, and Israel. This data can be used to estimate the potential value of the show to other streaming platforms in those countries.
Subscriber Retention and Acquisition
For OTT platforms, subscriber retention and acquisition are essential. By using demand data, platform executives can identify which titles should be acquired to retain current and attract new audiences. The demand data for "Mad About You" can reveal which titles will keep the audiences happy and more likely to subscribe. The show experienced spikes in demand in late March, which could indicate that it has the potential to attract more subscribers.
In conclusion, demand data is valuable in guiding TV executives in their content decisions, acquisition, distribution, and programming decisions. By analyzing the demand data for certain TV shows, executives can forecast the show's performance, audience appeal, and potential financial value to the platform. For instance, using "Mad About You" as an example, the demand data revealed the show's worldwide audience demand, travelability, longevity, momentum, franchisability, and reach metrics, which can be used to make informed decisions and strategic planning towards retaining and attracting audiences.
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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 NBC 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 Mad About You, 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 modified on April 22, 2024, 2:03 p.m. PST using global tv demand datasets from Parrot Analytics for Mad About You in the United States. We provide our partners with essential SVOD analyses to help them drive better and more informed content marketing strategies. Contact us today to find out more.