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, there are many strategic decisions you can make using demand data. For instance, let's use the example of "Ted Lasso" to showcase the power of demand data. "Ted Lasso" has exceptional demand levels in the United States, exceeding the average demand level of all TV shows by 52.0 times. Moreover, the show's peak rank in the United States is #4 and its audience demand has been increasing recently, which implies that the show remains popular with audiences even after three seasons. You can use this data to determine the target audience for the show, the expected revenue from airing the show, and even the show's value as an asset to an OTT platform or SVOD platform.
Furthermore, we can use demand data to identify shows with similar audiences to "Ted Lasso." The most popular shows among "Ted Lasso" fans are "Succession", "The Last Of Us", and "The Marvelous Mrs. Maisel," among others. Such information is valuable to you as an entertainment executive who wants to acquire new content, as selecting similar shows to those with high demand levels is a reliable way to ensure success with your new content.
In addition to this, examining the top 10 global markets where "Ted Lasso" is most in-demand over the last 30 days and comparing the results with its home market of the United States, we can identify areas where the show is more likely to succeed. For example, "Ted Lasso" has exceptional demand levels in Canada, Australia, and the United Kingdom, indicating that these markets are highly receptive to the show's themes and storyline.
Demand data can also help with promotional efforts and the monetization of the show. Momentum, the pace of growth, for "Ted Lasso," is exceptional over a one-year rolling basis and the last 30 days. This data can help you determine the show's potential return on investment as well as help you design promotional efforts that maintain or increase momentum levels.
Finally, data on a show's performance across various dimensions like travelability, franchisability, longevity, momentum, and reach can guide content acquisition and help determine how much to spend on content. In the case of "Ted Lasso," such data indicates that the show has exceptional travelability and reach while its franchisability is outstanding, implying that there are significant opportunities for spin-off series.
In conclusion, demand data provides essential insights for entertainment executives who want to acquire, distribute, or produce content. As shown by "Ted Lasso" case study, using demand data can inform strategic decisions ranging from content valuation and acquisition to promotional campaigns and monetization efforts. By leveraging insights offered by demand data, entertainment executives can identify opportunities and make informed decisions that drive success in a highly competitive market.
The following chart shows a 60-day trend of weekly demand for Ted Lasso compared to the weekly demand of all Sitcom titles in the United States.
This is Ted Lasso'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 Ted Lasso travels internationally.
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Over the last 7 days, people who watch Ted Lasso also watch:
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 Apple TV+ 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 Ted Lasso, 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 adjusted on June 8, 2023, 2 p.m. PST using analytics from Parrot Analytics for Ted Lasso in the United States. We provide our partners with deep television series insight to help them drive better and more informed content distribution strategies. Contact us today to find out more.
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