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 a TV executive, there are numerous decisions you need to make regarding content creation, acquisition, distribution, and programming. Informed decisions require reliable data, and demand data can be an excellent tool for generating insights. Let's take the example of "Star Trek: Discovery" to illustrate how demand data can inform decision-making for content:
1. Content Valuation: TV executives looking to evaluate how much a title is worth, its value as a strategic asset for streaming platforms, and its ability to drive subscriptions can use demand data. Parrot Analytics content valuation system is powered by global content demand and supply, and it reveals the dollar value contribution of any title in any region. In the case of "Star Trek: Discovery," the show has 23.4 times more audience demand than the average show in the United States, indicating its high economic value.
2. Acquisition decisions: When it comes to evaluating what type(s) of content exhibit acquisition opportunities, executives can turn to demand data to understand how much a particular show is worth to another streaming platform. In this instance, "Star Trek: Discovery" has enjoyed high demand in Canada, the Netherlands, France, and other countries internationally.
3. Programming and distribution decisions: When it comes to deciding on the best release strategy for content, executives could look to demand data to optimize when and how they distribute their content. As we see in the case of "Star Trek: Discovery," demand spikes at different times, which could inform decisions about when to release new episodes or announce new seasons.
4. Subscriber acquisition and retention: Executives can use demand data to see which titles will acquire or retain subscribers to their platform. In the case of "Star Trek: Discovery," the show has a dedicated fan base who enjoy similar programming genres such as "Star Trek: Picard," "The Mandalorian," "For All Mankind," and "Loki."
5. Competitive benchmarking: Another use case for demand data is comparing a title's performance against others in the market. "Star Trek: Discovery," in this example, highlights how the global appeal of the show outperforms the demand of the average show in every market.
In conclusion, demand data helps you make informed decisions with high-value outcomes for your business. By examining insights from demand data, executives can learn about a show's popularity, the performance of content on a global level, and determine what content to focus on. Of course, demand data is not the only piece of information to consider when making decisions, but it can offer a valuable perspective that can lead to a more effective strategy.
This is Star Trek: Discovery'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 Star Trek: Discovery travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Paramount+‘s Star Trek: Discovery 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 Paramount+ 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 Star Trek: Discovery, for example, can be assessed for a market e.g. United States, which can then be benchmarked against genre averages (e.g. Sci-fi Drama), using our globally standardized Demand Expressions® metric.
This page has been changed on March 29, 2024, 7:36 a.m. PST using global tv demand data from Parrot Analytics for Star Trek: Discovery in the United States. We provide our partners with deep television know-how to help them drive better and more informed content distribution strategies. Contact us today to find out more.