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.
Entertainment executives can use demand data to make more informed content decisions. Demand data can help in content valuation, acquisition decisions, distribution decisions and programming decisions. Looking at "The Other Two", we can explore how demand data can help make better content decisions.
Content valuation is based on demand data that reveals the dollar value contribution of any title to any platform in any region. The audience demand for "The Other Two" is rated as outstanding in the United States, which means it is in higher demand than 97.2% of all comedy titles in the United States. Compared to the average TV show in the US, it has had 12.3 times the audience demand in the last 30 days. Knowing such information can help entertainment executives make informed decisions about content financing and the price they are willing to pay to acquire such content. They can use this information to determine how much to spend on content and estimate the ROI a specific title will bring for any given platform.
Acquisition decisions can be informed by the demand data of a series. For example, executives can assess the demand trend of a title and how much of the demand is being driven by a particular star. In the case of "The Other Two", the demand for the series has decreased by 4.1% in the US, during March. Executives can use such insights to decide whether to continue investing in a title or shift their focus to other more in-demand content. They can determine which type(s) of content exhibit the opportunity to acquire or produce or which rights to acquire for the desired geographic markets.
Distribution decisions can depend on the travelability of the content. This dimension of the Parrot Pulse for "The Other Two" rated it as good. Entertainment executives can determine the best markets to distribute "The Other Two" based on the demand data. For example, it outperforms the average TV show in every market. The top 10 global markets are: the US, the Netherlands, Romania, Canada, Australia, China, Bulgaria, the United Kingdom and France. Knowing which markets have the highest demand can assist in deciding which platforms to target for distribution of the content.
Programming decisions can be informed by audience demand data to aid in sustaining subscriptions and boosting subscriber acquisition LTV. If an audience finds a title engaging with sustained demand, it may retain those customers. "The Other Two" has shown good longevity—the maintenance of audience demand over time— meaning viewers remain engaged. Knowing how "well audience demand is maintained over time," can help in deciding which comedies to prioritize and how to leave investment for long term ROI.
In conclusion, demand data is vital to entertainment executives in making strategic content decisions. Whether for programming, acquisition, content financing or distribution, demand data provides critical insights into the value of a title and the trends in audience demand over a period. With demand data, entertainment executives can optimize their marketing campaign's budget ahead of premiere, identify under-monetized titles, and ensure their content is being seen by the right audience on their platform.
This is The Other Two'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 Other Two 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 HBO Max 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 Other Two, 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 regenerated on April 22, 2024, 2 p.m. PST using global tv demand analytics from Parrot Analytics for The Other Two in the United States. We provide our partners with smart content insight to help them drive better and more informed content partnership strategies. Contact us today to find out more.