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 make critical decisions when it comes to content. You have to analyze a vast amount of data to find out what works and what does not. Knowing what your audience wants is key to making these decisions, and that's where demand data comes in. In this article, we will take a look at how demand data can be used to make more informed decisions about content, acquisition, distribution, and programming.
For example, let's take a look at "Outmatched", which aired in January 2024 in the United States. By examining the demand data, you can make informed decisions about this TV show's performance. You can also determine how valuable it is to your network or platform.
Demand data can inform content and acquisition decisions. You may need to know how much a TV series is worth or how much of a show is being driven by the demand for its stars. With the help of Parrot Analytics content valuation system, you can quantify the platform-specific marginal revenue contribution and how a title drives engagement across the rest of the catalog. By using demand data, you can calculate the ROI a specific title will bring for any given platform. In the case of "Outmatched", its demand for the last 30 days is 3.5 times the average show in the United States. With only 8.6% of all TV shows having this level of demand, it indicates that "Outmatched" has higher-than-average potential.
Demand data also helps with programming decisions. You need demand data to determine how many resources you should allocate to a particular show or channel. For example, "Outmatched" peaked at rank #1825 in January but dropped by 1203 spots during the month. This decline in rank indicates the lower engagement and popularity of the show for that specific month. Since it is a comedy series, it ranks at the 88.5th percentile in the comedy genre, meaning "Outmatched" has more demand than 88.5% of all comedy titles in the United States. Therefore, you can use the demand data to make data-driven decisions on how to market, promote or allocate resources towards "Outmatched" to improve the show's performance.
Demand data is also useful when it comes to distribution decisions. You may need to know which platforms to target for distribution of your content. For instance, by examining the global performance of "Outmatched," we found that although its worldwide audience demand across all platforms is "okay," its travelability is poor. It means that focusing more on the show's home market would be more beneficial. In addition, its momentum (the pace of growth) and longevity (how well audience demand is maintained over time) are also deemed okay. However, its franchisability (spin-off potential) is poor, and its reach (the number of people expressing demand for a show) is okay.
In conclusion, demand data provides valuable insights into TV shows, making it an essential tool for entertainment executives. By examining "Outmatched" as an example, we can see how demand data can help make more informed content acquisition, distribution, and programming decisions. With this data at your fingertips, you can make data-driven decisions, ensuring that your platform or network is providing what your audience wants.
This is Outmatched'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 Outmatched travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Fox Broadcasting Company‘s Outmatched 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 Fox Broadcasting Company 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 Outmatched, 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 renewed on March 28, 2024, 3:42 a.m. PST using tv demand content analytics from Parrot Analytics for Outmatched in the United States. We provide our partners with deep TV series competencies to help them drive better and more informed content advertising strategies. Contact us today to find out more.