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, using demand data can be a valuable asset to assist in content valuation, distribution, programming, and acquisition decisions. Let's take the example of the National Geographic Channel's show "Port Protection" in the United States in December 2023 to explain how demand data can be used to benefit an executive's decision-making process.
Firstly, demand is a crucial factor in content valuation. Parrot Analytics's content valuation system uses demand data to reveal the dollar value contribution of any title to any platform, in any region. In the case of "Port Protection," demand data can give insight into how much the show is worth, how much of the show's value is being driven by specific elements such as the location, and how much interest it may attract from other streaming platforms.
Secondly, demand data can assist in acquisition decisions by providing executives with insight into audience preferences. The show's fans also like "Life Below Zero: Next Generation," "Midsomer Murders," "Grey's Anatomy," and other shows, suggesting that "Port Protection" will appeal to a specific type of audience. Demand data can also help identify under-monetized titles, allowing executives to find new opportunity markets for content distribution.
Thirdly, demand data can guide distribution strategies. Examining the top 10 global markets, including the United States and Canada, where "Port Protection" is most in-demand, provides valuable insight into where and how the show resonates best with audiences. This data can be used to determine the best way to guide distribution choices and global expansion strategies.
Fourthly, programming decisions can benefit from demand data. Demand data enables executives to learn about their current audience, such as the most popular genres and elements of existing content that viewers like the most. Based on this information, upcoming productions can be optimized for success, including concepts, talent, and genres that are likely to attract current and new viewers to their platform.
Lastly, executives can make informed decisions based on demand data in relation to the show's momentum, longevity, travelability, franchisability, and reach. In the case of "Port Protection," the show has maintained good or okay performance on all these metrics except for travelability, where it is considered poor. This data can be used to aid in the decision-making process related to developing new concepts or spin-offs from the existing show.
In conclusion, demand data is a powerful tool for entertainment executives to inform strategic decision-making processes. The example of "Port Protection" in the United States in December 2023 showcases how demand data can be used to assist in content valuation, acquisition, distribution, programming, and other decisions. By leveraging demand data analytics, executives can stay ahead of the game and make informed decisions to ensure their success in a highly competitive industry.
This is Port Protection'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 Port Protection 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 National Geographic Channel 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 Port Protection, for example, can be assessed for a market e.g. United States, which can then be benchmarked against genre averages (e.g. Survival Reality), using our globally standardized Demand Expressions® metric.
This page has been altered on March 28, 2024, 4:38 p.m. PST using demand datasets from Parrot Analytics for Port Protection in the United States. We provide our partners with extensive television industry capabilities to help them drive better and more informed content sales strategies. Contact us today to find out more.