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.
TV executives often invest a lot of money in creating TV shows, and it becomes crucial for them to have viewers. In such cases, they require information about how their content will perform in the market before making any vital decision. Here's where demand data comes in, helping them make critical content decisions.
With regard to "The Offer," which premiered on April 28, 2022, in the United States, demand data can assist TV executives make more informed decisions. Firstly, the content valuation system powered by global content demand and supply can help executive producers know the show's valuation. By applying demand data, the dollar value contribution of "The Offer" to any streaming platform in any region can be revealed. TV executives can use demand data to calculate the ROI a specific title will bring and assess a TV series' ability to drive subscriptions and mitigate churn.
Also, demand data can assist in mapping local whitespaces, which will provide valuable insights into the most popular genres in their local markets, thus allowing them to execute programming decisions that better target their local audiences.
On the subject of supply and demand decisions, executives can use demand data to check what type of content may offer opportunities for acquisition or production. If they know what content is in demand precisely across different markets, it becomes more convenient to identify and acquire popular content in these regions.
Demand data can be useful in helping OTT platforms determine how much content worth to another streaming platform. By considering the global audience demand for a show, television executives can make more informed distribution decisions, sell the program to other markets for distribution on another platform or prioritize content for fewer territories, promoting the exclusivity of these programs in those regions, thus more effectively utilizing available programming budgets.
As for the programming decisions, executives can explore the trends highlighted in the demand data to enhance their programming strategies. The analysis reveals that the history genre ranks high for this show, suggesting that executives may want to focus on developing more high-demand content within this genre, thus driving subscriber acquisition and mitigating churn.
In conclusion, to compete in the global entertainment industry, executives must rely on data to make informed content, distribution, and programming decisions. The demand data available via the Parrot Analytics' platform provides insights that TV executives can use to make more informed decisions. From content valuation to supply and demand decisions to programming decisions, the application of demand data is critical for television executives to succeed in such a highly competitive industry.
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Our TV audience measurement dataset is truly global. Discover how popular Paramount+‘s The Offer 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 The Offer, for example, can be assessed for a market e.g. United States, which can then be benchmarked against genre averages (e.g. Historical Drama), using our globally standardized Demand Expressions® metric.
This page has been recreated on April 22, 2024, 2:01 p.m. PST using demand analytics from Parrot Analytics for The Offer in the United States. We provide our partners with far-reaching television industry capabilities to help them drive better and more informed content acquisition strategies. Contact us today to find out more.