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, you may use demand data from Parrot Analytics to make more informed content decisions. For instance, let’s consider the case of "The Expanse" in the United States during March 2024. With 20.0 times the audience demand of the average show in the country during the last 30 days, "The Expanse" is in high demand. This level of demand puts "The Expanse" at 2.7% of all TV shows and places it at the 99.4th percentile in the mystery genre, indicating that it has higher demand than 99.4% of all mystery titles in the United States. Comparing the show's performance on a 1-year rolling basis against the last 30 days reveals that there is still room for growth as demand peaked at 22.0 times the average in the United States, an 8.4% increase from its year-long peak demand.
When making acquisition decisions, this information can be useful in determining how much to spend on content and gauging the potential audience size for a particular show. Through Parrot Analytics’ content valuation system, insight into the dollar value contribution of any title to any platform can be obtained, allowing for informed content valuation assessments to be made based on demand data. Using demand data, it is possible to calculate the ROI a specific title can bring to any given platform, assess the ability of a TV series to drive subscriptions, and identify titles that can mitigate churn.
Furthermore, through demand data, it is possible to optimize content release strategies, identify under-monetized titles, and assess the value of exclusivity. It can also aid in making programming decisions for linear and pay TV networks, such as determining which titles should be bought to ease audience churn or which titles can attract new subscribers to a platform. It can even be used to identify the most popular genres in local markets.
In terms of distribution, demand data can help select ideal target platforms and estimate cannibalization of audiences if a title is available on multiple platforms. This information can also inform pre-release marketing and optimal pricing strategies to generate maximum returns and audience engagement.
Beyond these, demand data can also aid in talent consideration and brand partnerships, as well as in benchmarking against other shows and determining whether a title has spin-off potential.
In summary, demand data, as seen in the example of "The Expanse," provides valuable insights for strategic decision-making which goes beyond content valuation. It is a critical factor to consider in making informed content decisions with the end goal of attaining increased demand and viewership.
This is The Expanse'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 The Expanse travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Amazon Prime Video‘s The Expanse 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 Amazon Prime Video 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 The Expanse, 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 altered on April 22, 2024, 2:03 p.m. PST using television demand data from Parrot Analytics for The Expanse in the United States. We provide our partners with meaningful TV industry analyses to help them drive better and more informed content distribution strategies. Contact us today to find out more.