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.
Demand data is a key tool for entertainment executives to make informed content, acquisition, distribution, and programming decisions. In this instance, let's consider "Shark Week" during March 2024 in the United States, and how demand data can help executives make more-informed decisions.
Firstly, demand data allows for content valuation to answer questions such as: how much is my show worth? Based on Parrot Analytics content valuation system metrics, we know that "Shark Week" has 10.5 times the audience demand of the average show in the United States, indicating its significant value to potential buyers.
Demand data can also inform decisions regarding supply and demand. For instance, executives can use the information on other shows that fans of "Shark Week" also like, such as "Making The Cut", "Body Cam", "NCIS: Hawai'i," to guide decisions on what other types of content could be acquired or produced.
Demand data can also inform subscriber retention decisions by shedding light on which titles to purchase to keep current viewers happy while also helping with subscriber acquisition. For instance, "Shark Week" can be used as a tool by executives to acquire new subscribers since it outperforms other TV shows' demand in global markets, making it desirable, based on the information from Parrot Analytics.
Demand data can also help with understanding local whitespaces and can be used by producers and distributors to determine the show's global reach and potential for international markets using the Travelability metric.
Moreover, "Shark Week" can be used as a tool for content discovery and recommendations by helping executives determine which titles to suggest or promote to potential viewers based on their preference for "Shark Week."
Demand data can also gauge a show's longevity and momentum and assess the show's spin-off potential (franchisability) and reach. Using tools like the Parrot Pulse, executives can evaluate the global performance of "Shark Week" in six dimensions, particularly with regard to worldwide audience demand, international demand relative to its home market, maintained audience demand over time, pace of growth, spin-off potential, and audience range.
Lastly, using "Shark Week" in comparison to other popular shows and audience demand data can aid marketing campaigns before and after a premiere, as well as provide insights into a show's cultural zeitgeist.
In summary, using demand data for "Shark Week," executives have access to valuable insights to make informed decisions about content valuation, supply and demand, subscriber retention, local whitespaces, content discovery and recommendations, longevity and momentum, spin-off potential, reach, and marketing, among others.
This is Shark Week'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 Shark Week travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Discovery Channel‘s Shark Week 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 Discovery 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 Shark Week, for example, can be assessed for a market e.g. United States, which can then be benchmarked against genre averages (e.g. Nature Documentary), using our globally standardized Demand Expressions® metric.
This page has been adjusted on April 22, 2024, 2:01 p.m. PST using global television demand datasets from Parrot Analytics for Shark Week in the United States. We provide our partners with extensive OTT insight to help them drive better and more informed content distribution strategies. Contact us today to find out more.