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 valuable tool that can be used by entertainment executives to make more informed content, acquisition, distribution, and programming decisions. Using the example of Southland, the demand data can be analyzed in the following ways:
1. Content Valuation: Parrot Analytics' content valuation system is based on demand data, which helps executives understand how much a particular title is worth to a specific platform in a given region. In the case of Southland, the data shows that it has a good demand score of 4.5 times the average TV show in the US, making this show an asset to have on the platform. The analysis indicates that demand increased by 13.3% for the show in March, making it clear that the show is resonating with the audience and deserves a good investment.
2. Programming & Production Decisions: Demand data can help programming and production executives understand which genres are resonating most with the audience. In the case of Southland, the data shows that the show ranks at the 92.8th percentile in the drama genre, higher than 92.8% of all drama titles in the United States. Therefore, the producers, distributors, and talent agency can take advantage of the insight to develop more content in this genre.
3. Audience Engagement: The data on Southland shows that the show is performing well in the United States, wherein it achieved good audience demand of 3.5x. By examining the top 10 global markets where the show is most in-demand over the last 30 days, we find that it has a higher demand than the average TV show in each of these markets. This information can be used to understand the factors driving the show’s popularity in different markets worldwide.
4. Platform Optimization and Distribution: By analyzing the data on Southland, distribution executives can determine which platforms should be targeted for the show's distribution. Based on the data, the show has worldwide audience demand across all platforms. The show's travelability is okay, and the team can explore opportunities to improve its international demand relative to the home market.
5. Marketing Campaigns and Brand Partnerships: A comprehensive demand analysis of Southland using the Parrot Pulse can be used by marketing and brand partnership executives to identify the best brand to partner with and expand the show's audience. The momentum for the show is good, indicating that it is likely to continue to grow, and the show has okay franchisability, which can be leveraged to create spin-offs and expand the audience.
In conclusion, demand data provides a wealth of insights that entertainment executives can use to make more informed content, acquisition, distribution, and programming decisions. By leveraging the data on Southland, executives can gain insights into the show's performance, the audience's preferences, and identify opportunities for expanding the show's reach and engagement.
This is Southland'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 Southland travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular NBC‘s Southland 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 NBC 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 Southland, for example, can be assessed for a market e.g. United States, which can then be benchmarked against genre averages (e.g. Crime Drama), using our globally standardized Demand Expressions® metric.
This page has been modified on April 22, 2024, 2 p.m. PST using demand content analytics from Parrot Analytics for Southland in the United States. We provide our partners with far-reaching TV industry know-how to help them drive better and more informed content licensing strategies. Contact us today to find out more.