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, using demand data can provide powerful insights to make more informed content decisions, and it can be a significant factor in content valuation. For example, let's take the case of "The Snoopy Show" in April 2024 in the United States. The show's audience demand data provides valuable insights on how entertainment executives can make informed decisions:
1. Content valuation: Demand data can help determine the value of a title or a content library to a platform over time. In the case of "The Snoopy Show," the show has achieved a 6.1 times higher audience demand than the average show in the United States over the last 30 days, which is a good sign for content valuation. This indicates that this TV series is more valuable than the average TV series in the United States. Comparing the performance of "The Snoopy Show" on a one year rolling basis vs the last 30 days reveals that this show's popularity has decreased recently, which means that executives need to pay attention to maintain this show's value over time.
2. Acquisition and distribution decisions: By examining the top 10 global markets where "The Snoopy Show" is most in-demand over the last 30 days, executives can make informed acquisition and distribution decisions. For example, "The Snoopy Show" has achieved outstanding audience demand in Canada, which could indicate potential expansion opportunities in that market. The show ranks second in Romania, which can be an indication that this show has a good overseas market potential.
3. Programming decisions: Demand data provides insights into how well a specific show is resonating with the audience. For example, in the United States, the audience demand for "The Snoopy Show" has decreased in April 2024. It is essential to use this information when making programming decisions. In addition, executives can leverage the information on the show's genre percentile to understand how "The Snoopy Show" is performing compared to other comedy titles, which indicates that "The Snoopy Show" has higher demand than 93.1% of all comedy titles in the United States.
4. Marketing decisions: Demand data can help executives optimize their marketing strategies to maximize a show's impact. For "The Snoopy Show," the show's demand spiked in late April 2024 in the United States, which can indicate that marketing strategies around that time are working well. By understanding the show's momentum, executives can know whether marketing efforts need to increase or decrease.
5. Talent decisions: Talent decisions can make or break a show in some cases. Using demand data gives executives the ability to quantify the popularity of a specific talent in a given region and build a strategy around that. For example, identifying who is the best talent or partnering with the right brand can help expand audiences.
Using demand data provides a wealth of information that executives can use to make more informed decisions when it comes to acquisition, distribution, content valuation, programming, marketing, and talent decisions. As seen with "The Snoopy Show," it's essential for executives always to be on top of the show's demand data to make informed decisions that maintain or increase the show's popularity.
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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 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 The Snoopy Show, for example, can be assessed for a market e.g. United States, which can then be benchmarked against genre averages (e.g. Cartoon), using our globally standardized Demand Expressions® metric.
This page has been changed on April 22, 2024, 2 p.m. PST using demand metrics from Parrot Analytics for The Snoopy Show in the United States. We provide our partners with smart SVOD workflows to help them drive better and more informed content marketing strategies. Contact us today to find out more.