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, you can use demand data to make informed decisions about content valuation, acquisition, distribution, and programming. The Parrot Analytics' content valuation system powered by global content demand and supply can provide you with the dollar value contribution of any title to any platform in any region. You can leverage Parrot Analytics' demand data to answer various strategic questions such as:
1. Valuing the content: How much is my show worth? Using the Parrot Analytics content valuation system, you can start unbundling the value of content on a streaming service. As per the analysis of "Misfits" for the month of January 2024 in the United States, it has a good demand with 3.1 times the audience demand of the average show in the US, which suggests that the show's overall value is higher than other average shows.
2. Platform-specific marginal revenue contribution: You can use demand data to quantify the platform-specific marginal revenue contribution and how a specific title drives engagement across the rest of the catalog. You can calculate the ROI a specific title will bring for any given platform using demand data and assess a TV series' ability to drive subscriptions and mitigate churn. For instance, the demand for "Misfits" has decreased in the US by 22.9% in January 2024. It signifies the decrement of the show's ability to drive subscriptions and its correlation with viewer retention on the platform.
3. Understanding audience demand: You can leverage Parrot Analytics' demand data to understand local whitespace, popular genres, and cluster taste. This will enable you to get insights into what is most popular in your market or on a global scale. As per the analysis, "Misfits" has its number one global market in Russia, followed by the United Kingdom. Therefore, during negotiations with content distributors, acquisition from these two markets might bring in maximized revenue.
4. Competitive benchmarking: Demand data can enable you to compare your content against other titles available on the market, thereby giving you an upper hand in analyzing the content's performance. For instance, in the US, "Misfits" has 3.1 times the audience demand of the average show, which is higher than 90.5% of all drama titles in the US.
5. Release strategy and scheduling: Understanding audience demand helps you determine optimal release strategies and pricing. For instance, the demand for "Misfits" spiked in late January 2024 in the United States. Therefore, taking such spikes into consideration, you can optimize your content's release strategy ahead of its premiere.
In conclusion, using demand data can help you make informed content and distribution decisions. By leveraging the Parrot Analytics content valuation system, you can quantify the value of any title, to any platform, in any region. Furthermore, by using the analysis of "Misfits" as an example, the impact of demand on content valuation and strategic decision making has been illustrated.
Misfits's travelability to the United States in the last 30 days is 46%, which means that the audience demand for Misfits is 46% of the demand in its country of origin, United Kingdom. Click through to another market to discover how well Misfits travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular E4‘s Misfits 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 E4 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 Misfits, for example, can be assessed for a market e.g. United States, which can then be benchmarked against genre averages (e.g. Superhero Series), using our globally standardized Demand Expressions® metric.
This page has been recreated on March 28, 2024, 3:05 p.m. PST using television demand datasets from Parrot Analytics for Misfits in the United States. We provide our partners with deep TV industry know-how to help them drive better and more informed content marketing strategies. Contact us today to find out more.