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, there are many tough decisions to make. One of the most significant is determining which TV series to produce, acquire, distribute, or program. It's no easy feat to decide which show or library has the most potential to entertain, attract and retain audiences. That's why Parrot Analytics came up with a content valuation system powered by global content demand and supply that's essential for making informed decisions.
Let's take a look at the example of "Pure Genius" and how demand data can be used in making strategic content decisions. "Pure Genius" is a show about the Chief of Staff, Dr. Walter Wallace, and his team who leads a hospital of trailblazers that include neurosurgeons, physicians, a 3D printer programmer, and a former gang member turned health monitor. During March, audience demand for the show decreased in the United States by 38.2% compared to the last 90 days.
One useful way demand data can be utilized is in content valuation. Knowing the market demand, audience preferences, and the performance of shows provides executives with the relevant information they need to determine how much the series is worth and how much to spend. By examining "Pure Genius," we found that it had a demand of 3.6x times the average show in the US over the last 30 days. Its audience demand was higher than 91.7% of all drama titles in the US, which means the show has a good fan following.
Demand data, in this case, can also help in pre-release marking. The spike in the mid-March in demand for the show suggests that the marketing campaign had some successful moments. The pulse ranking system can provide metrics such as worldwide audience demand, momentum, travelability, longevity, reach, and franchisability which indicates where the show stands globally.
Content valuation using demand data can also help executives decide the best release strategy and pricing that can suit the show. Parrot Analytics' demand data can also help in determining the ROI, in other words, how much revenue the show might generate if it's bought or licensed. Comparing the performance of "Pure Genius" with the last year's rolling basis shows an increase in popularity among the audience, which could help executives to decide whether to invest in the show's spin-offs or franchises.
Moreover, knowing the most in-demand and popular genres in specific regions can help in mapping the local whitespaces or discovering under-monetized titles. Audience demand data can help in making decisions that are necessary to grow or sustain the existing audience, acquire new subscribers to the SVOD service, or reduce churn rate of existing subscribers.
To sum up, reasonable strategic content decisions rely on demand information. Parrot Analytics' platform has provided us with critical data on the "Pure Genius" example that can aid entertainment executives in making robust content decisions that meet their business goals, while at the same time recognizing and meeting the needs of their target audiences.
This is Pure Genius'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 Pure Genius travels internationally.
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Acquire the best shows from partners such as CBS to fortify your competitive position in the United States. Contact us now to access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles (e.g. Pure Genius), including those that have not even been released. Leverage a return-focused selection criteria for title acquisition by incorporating country-specific trend and market demand factors.
Command your Drama genre niche with maximum net subscriber adds. Contact us now to harnesses audience demand data to gain insights for growing and keeping a subscriber base. Leverage a return-focused selection criteria for title acquisition from partners such as CBS by incorporating country-specific trend and market demand factors for all markets including the United States. Appeal to the individuality of your audience base, taking into consideration the unique and limitless characteristics of taste clusters.
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Our TV audience measurement dataset is truly global. Discover how popular CBS‘s Pure Genius 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 CBS 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 Pure Genius, for example, can be assessed for a market e.g. United States, which can then be benchmarked against genre averages (e.g. Medical Drama), using our globally standardized Demand Expressions® metric.
This page has been updated on April 22, 2024, 2:04 p.m. PST using global tv demand data from Parrot Analytics for Pure Genius in the United States. We provide our partners with meaningful content capabilities to help them drive better and more informed content acquisition strategies. Contact us today to find out more.