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.
Parrot Analytics provides entertainment executives with valuable demand data, which can be used to make more informed decisions regarding content valuation, acquisition, distribution, and programming. Suppose we consider the example of "Murdoch Mysteries" for the month of January 2024 in the United States. In that case, we can use this data to illustrate how demand data can be leveraged.
One key use case for demand data is content valuation. Demand data can provide insights into how much a specific piece of content is worth and which factors are driving its value. Parrot Analytics' content valuation system is based on demand data, which reveals the dollar value contribution of a title to any platform in any region. For instance, in the case of "Murdoch Mysteries," its demand in the United States is outstanding, with 11.7 times the audience demand of the average show in the United States over the last 30 days. This high demand translates to substantial value for the show, and platforms could leverage this data to determine an appropriate price point and negotiate with the series' rights holders.
Another valuable application of demand data is in acquisition decisions. Entertainment executives could use demand data to assess the value of a title and estimate its potential ROI on their platform. The decision to acquire a title may depend on several factors, including its cost, the potential audience it brings to the platform, and how the title performs compared to other shows on the market. In the case of "Murdoch Mysteries," we can see that it has been consistently popular in several key markets, indicating that it can attract viewers and help drive subscriptions.
Additionally, demand data can assist entertainment executives in their programming decisions, ensuring that they are serving the interests and demands of their current and potential audiences. Demand data can help them assess the popularity of a genre in a specific market and make smart decisions about where to allocate their resources. Consider how additional insights such as those provided on reach and momentum for "Murdoch Mysteries" help to accentuate these decision-making needs. For instance, understanding that the demand for "Murdoch Mysteries" in Canada is outstanding and that it has been increasing in the United States could help decision-makers increase or maintain investment in its marketing and distribution in those territories, where there is an enthusiastic audience.
Demand data can also help content distributors by identifying global opportunities to license content to new territories where the interest is high. "Murdoch Mysteries" is well-travelled and in good standing, indicating that there is potential for distributors to license it to other territories. For instance, we could consider how this show could be further monetized by partnering with other TV production companies, studios, or entertainment talent agencies in different regions to create spin-offs or franchises.
In conclusion, as demonstrated through the example of "Murdoch Mysteries" in January 2024 in the United States, demand data is a critical tool for supporting entertainment executives' strategic decision-making processes. Demand data provided insights and answers to critical questions around content valuation, acquisition of rights, programming decisions, and franchise potential. By using the demand data effectively, executives can ensure that they invest in the right content, in the right places, and at the right time to capture the greatest value.
Murdoch Mysteries's travelability to the United States in the last 30 days is 65%, which means that the audience demand for Murdoch Mysteries is 65% of the demand in its country of origin, Canada. Click through to another market to discover how well Murdoch Mysteries travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular CBC‘s Murdoch Mysteries 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 CBC 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 Murdoch Mysteries, for example, can be assessed for a market e.g. United States, which can then be benchmarked against genre averages (e.g. Mystery Drama), using our globally standardized Demand Expressions® metric.
This page has been renewed on Feb. 28, 2024, 1 p.m. PST using television demand datasets from Parrot Analytics for Murdoch Mysteries in the United States. We provide our partners with smart subscription-video-on-demand expertise to help them drive better and more informed content distribution strategies. Contact us today to find out more.