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 help with content valuation, acquisition decisions, distribution decisions, and programming decisions. Here are some insights from analyzing the demand data for "The Voice Of China" during November 2023 in the United States and how they can be useful for strategic decision-making.
Content Valuation:
The content valuation system is based on demand data and reveals the dollar value contribution of any title to any platform in any region. Using demand data, you can calculate the ROI a specific title will bring for any given platform. For "The Voice Of China," its demand is good in the United States, with 2.9 times the audience demand of the average TV show in the country over the last 30 days. Its demand has been decreasing recently and ranks at the 92.1th percentile in the reality genre, in November. The longevity of this show is good, meaning the audience demand has been maintained over time. Based on this evidence, "The Voice Of China" can be considered as a strategic asset for a streaming platform.
Acquisition Decisions:
Demand enables valuing IP globally and finding opportunities to acquire or produce content. "The Voice Of China" is outperforming the average TV show demand in several markets worldwide, including China, and the United States. By examining the top 10 global markets where "The Voice Of China" is most in-demand over the last 30 days, we find that this TV series outperforms the demand of the average TV show in each of these markets. This information can help in making decisions concerning supply and demand, determining how much to spend on content acquisition, and estimate cannibalization of audiences if a title is available on multiple services.
Programming Decisions:
Using demand data, you can assess a TV series' ability to drive subscriptions and mitigate churn. For "The Voice Of China," this show has increased in popularity in the last 30 days, indicating that it can drive subscribers' growth. "The Voice Of China" fans are also interested in similar shows, and hence this information can be used to decide on programming that complement the main show for an original content library.
Distribution Decisions:
Using demand data, you can map local whitespaces, identify the best release strategy, optimize pre-release marketing, and get insights into the best-fit platform and network for the content. For example, "The Voice Of China" demand was highest in China, its country of origin, and also high in the United States. Therefore, this show should be distributed more in these markets.
These are just some of the many insights that demand data can provide for entertainment executives. By understanding the demand data, executives can make informed decisions about content acquisition, programming, and distribution that will resonate with their audiences and lead to business success.
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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 ZJTV 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 Voice Of China (中国好声音), for example, can be assessed for a market e.g. United States, which can then be benchmarked against genre averages (e.g. Competition Reality), using our globally standardized Demand Expressions® metric.
This page has been altered on April 22, 2024, 2:04 p.m. PST using tv demand analytics from Parrot Analytics for The Voice Of China (中国好声音) in the United States. We provide our partners with essential subscription-video-on-demand know-how to help them drive better and more informed content marketing strategies. Contact us today to find out more.