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, understanding the level of audience demand is vital since it can help guide decision-making processes around content development, acquisition, distribution, and programming. Parrot Analytics offers tools that utilize demand data to answer many of the questions that executives might have.
Let's take the example of "South Wind Knows My Mood" for the month of October 2023 in the United States. According to the Parrot Analytics demand data, the show has 3.1 times the audience demand of the average show in the United States over the last 30 days. This is a good indication of demand, and only 8.6% of all TV shows have this level of demand. Moreover, compared to its demand over the last 90 days, demand for the show has been increasing recently.
The demand data of "South Wind Knows My Mood" can also be used for content valuation. Based on demand data, executives can determine the dollar value contribution of any title, to any platform, in any region. Therefore, it's possible to calculate the ROI a specific title will bring for any platform. Additionally, executives can assess a TV series' ability to drive subscriptions and mitigate churn by analyzing the demand data.
Furthermore, executives can leverage this demand data to guide distribution decisions. By mapping local whitespace, executives get a better understanding of what content is popular and in-demand in different regions. Also, it helps in determining the best release strategy for content to ensure maximum audience engagement and revenue potential.
Demand data can also be useful in effective pre-release marketing. It allows executives to optimize their marketing campaigns ahead of the premiere with the understanding of what genres should be targeted to acquire or retain subscribers. It can also support talent agencies in identifying the best talent, brand, or TV shows to partner with to expand their audience.
Finally, executives can use demand data to answer questions around franchisability, momentum, travelability, longevity, and reach. Analyzing the demand data empowers executives to make informed content decisions, i.e., whether to invest and continue developing the content, as well as strategic acquisition decisions, i.e., whether to acquire specific content.
In conclusion, Parrot Analytics' demand data provides executives with insights and tools that guide decision-making processes for content development, acquisition, distribution, and programming, empowering them to make informed decisions that drive revenue for their businesses.
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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 Youku 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 South Wind Knows My Mood (南风知我意), for example, can be assessed for a market e.g. United States, which can then be benchmarked against genre averages (e.g. Mystery Drama), using our globally standardized Demand Expressions® metric.
This page has been amended on April 22, 2024, 2:03 p.m. PST using global tv demand datasets from Parrot Analytics for South Wind Knows My Mood (南风知我意) in the United States. We provide our partners with valuable television insight to help them drive better and more informed content advertising strategies. Contact us today to find out more.