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, keeping an eye on demand data can help you make more informed content, acquisition, distribution, and programming decisions. In this regard, let’s take the example of "Schitt's Creek" in the United States in March 2024 to see how you can leverage demand data to make sound decisions.
First of all, demand data comes in handy when you want to value your content. Parrot Analytics content valuation system is based on demand data, which can reveal the dollar value contribution of any title, to any platform, in any region. For instance, as per the information provided, "Schitt's Creek" has 14.4 times the audience demand of the average show in the United States over the last 30 days, and only 2.7% of all TV shows have this level of demand. This means that the show is highly valued by the audience, and the demand data reflects the popularity of the show accurately.
Secondly, demand data also helps in understanding the global appeal of a show. You can use demand data to answer questions like which content is most popular in my market or on a global scale? For example, the Parrot Pulse for "Schitt's Creek" provides an independent measure of its global performance across six dimensions. The worldwide audience demand across all platforms is outstanding, whilst its travelability, which quantifies a show's international demand relative to its home market, is good. Additionally, the show has good franchisability, meaning it has good spin-off potential, and its reach, the number of people expressing demand for the show, is outstanding.
Thirdly, demand data can also help you know more about your audience's preferences. For instance, looking at the top 10 global markets where "Schitt's Creek" is most in-demand over the last 30 days, we find that the show outperforms the demand of the average TV show (1x) in each of these markets. This information could be valuable for the producers, who could leverage this data to make content with similar themes and genres that resonates well with audiences.
Lastly, demand data can inform the platform and network fit. Understanding the demographic of the show's audience, where they are located and how they watch content, can inform which platforms the show should target for distribution. For example, "Schitt's Creek" has outstanding demand data in Canada and the United States, which means that it could perform well on streaming platforms that cater to those regions.
In conclusion, demand data helps entertainment executives to answer several questions related to content, acquisition, distribution, and programming strategies. By leveraging the demand data of "Schitt's Creek," we have illustrated how entertainment executives can use this data to make more informed decisions and stay on top of the changing preferences of the audience.
Schitt's Creek's travelability to the United States in the last 30 days is 90%, which means that the audience demand for Schitt's Creek is 90% of the demand in its country of origin, Canada. Click through to another market to discover how well Schitt's Creek travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular CBC‘s Schitt's Creek 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 Schitt's Creek, 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 modified on April 22, 2024, 2:02 p.m. PST using tv demand data from Parrot Analytics for Schitt's Creek in the United States. We provide our partners with extensive OTT capabilities to help them drive better and more informed content partnership strategies. Contact us today to find out more.