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.
If you are an entertainment executive looking to make well-informed programming decisions, taking into account the current market trends, audience behavior, and production costs, demand data is a worthwhile resource that should be included in your toolbox. Analyzing the case of "The Office (US)" for August 2023 in the United States will help illustrate how demand data can be used by executives to increase the success of their content.
Content Valuation is a crucial step for entertainment executives to evaluate their content's success and profitability. Parrot Analytics' content valuation system, driven by global content demand and supply, can help answer significant questions, such as how much a program is worth, the baseline value of the title, or how a show performs as a churn-reducing or an acquisition-driving title. Demand data caters to calculating the ROI of a specific title and assesses a TV series' ability to drive subscriptions and mitigate churn. In the case of "The Office (US)," demand data shows that the show has 41.0 times the audience demand of the average show in the United States over the past 30 days, indicating that the series is popular. Moreover, the show's demand has been increasing recently, providing proof that the title's longevity is promising.
Another way to use demand data is to value content based on region-specific audience demand data. Entertainment executives can analyze their content's value by determining in what region the content is most in demand and valuing it precisely. This methodology may help you calculate the value of the exclusivity of your product and identify the value of unbundling streaming services. In the case of "The Office (US)," demand data shows that the show has an exceptional demand of 20.3 times in the United States, which is the program's prime market globally.
Demand also affects the industry supply and demand, indicating the content most likely to drive engagement, demand, and ratings, increasing the likelihood of acquiring new content and talent. By analyzing demand data, entertainment executives can pinpoint which content shows the most opportunity to either acquire or produce. This method is particularly useful for Linear Network or Pay TV Network executives who are looking for new content opportunities to attract subscribers while keeping a greater accountability for distribution, production, schedule, and ratings.
Additionally, keeping up with a show's success, known as momentum, is essential, making demand data invaluable to entertainment executives. It may help them answer critical questions such as the effectiveness of their marketing campaigns, a show's place in the cultural zeitgeist, or how a post-premiere performs compared to other shows. In August 2023, demand for "The Office (US)" increased by 7.9%, and the show achieved a peak rank of #12 in the United States. Based on the data, the momentum of the show is excellent, as it has been rapidly increasing and surpassing the average TV show demand.
Lastly, demand data can inform decisions about global expansion. By looking at where a show is most in-demand, entertainment executives can identify the regions with the most potential and allocate funds more efficiently to maximize their future content investments. This methodology, known as travelability, eliminates the guesswork and provides a more accurate and data-driven expansion strategy. The example of "The Office (US)" shows that the show's travelability is exceptional, indicating strong potential for global expansion.
In summary, demand data and content valuation offer precise, data-driven insights for entertainment executives to use throughout the entire content production and distribution process. Analyzing the demand data of a show like "The Office (US)" in August 2023 provides critical insights into how to make more informed content decisions about production, acquisition, distribution, and programming. Used correctly, demand data helps executives increase their content's profitability, mitigate risk, and strategically expand their global reach.
This is The Office (US)'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 Office (US) travels internationally.
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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 The Office (US), for example, can be assessed for a market e.g. United States, which can then be benchmarked against genre averages (e.g. Mockumentary), using our globally standardized Demand Expressions® metric.
This page has been revised on Sept. 29, 2023, 2 p.m. PST using global demand metrics from Parrot Analytics for The Office (US) in the United States. We provide our partners with essential content insight to help them drive better and more informed content advertising strategies. Contact us today to find out more.