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, you need to keep track of audience demand data to make informed content, acquisition, distribution, and programming decisions. Parrot Analytics uses global audience demand data to power its economic valuation system that helps you determine content value, ROI, and exclusivity. Let's take the example of "To Catch A Smuggler," a NatGeo show following Homeland Security officers at John F. Kennedy International Airport in New York.
The show achieved an outstanding 9.1 times the average audience demand over the last 30 days in the US, putting it in the top 2.7% of all TV shows. With a peak ranking of #641 in the United States, it has an excellent demand base in the country. However, the show's ranking dropped by 724 spots during February in the United States, indicating a possible concern. By examining the Parrot Pulse for "To Catch A Smuggler," we find that its global performance across six dimensions is generally good, except for travelability and franchisability. In contrast, the show's momentum and longevity are good, suggesting the show's potential for future seasons.
Parrot Analytics allows you to quantify platform-specific marginal revenue and estimate the value of an exclusive title. Examining the show's metadata, "To Catch A Smuggler" has four seasons, with the latest season ending on December 2023, and the next season is expected to premiere in December 2024. Based on performance data, the demand for this show has been increasing recently, suggesting that positioning season 5 of the show for an exclusive release would generate significant ROI.
Additionally, using the show's audience similarity data, we find that viewers who like "To Catch A Smuggler" also like shows such as "Alert," "Border Wars," and "Alaskan Bush People." Such information is instrumental when making acquisition decisions of similar content, particularly useful to identify potential hits.
The show's global demand data highlights its excellent performance in the United States and Canada. The show outperforms the demand of the average TV show in each of these markets by at least 4x; Thus, content directors at TV Series financing companies, TV production companies, and studios looking for content to acquire to serve the North American market, should keep "To Catch A Smuggler" and similar content in mind.
Lastly, demand data and insights help supply and demand-related decisions. Based on the data, the show's demand spiked in late February 2024. The increase in demand towards the end of February suggests an uptick in interest that can be monetized by offering reruns or supplementary content within the demand region or by expanding the show's reach to other regions.
In conclusion, demand data is essential in making informed content, acquisition, distribution, and programming decisions. Parrot Analytics provides global audience demand data that can help you determine content value, ROI, exclusivity, and supply and demand-related decisions. "To Catch A Smuggler" serves as an example of how interpreting such data can lead to profitable business decisions in this industry.
This is To Catch A Smuggler'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 To Catch A Smuggler travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular National Geographic Channel‘s To Catch A Smuggler 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 National Geographic Channel 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 To Catch A Smuggler, for example, can be assessed for a market e.g. United States, which can then be benchmarked against genre averages (e.g. Crime Reality), using our globally standardized Demand Expressions® metric.
This page has been reconstructed on March 28, 2024, 3:06 p.m. PST using global demand data from Parrot Analytics for To Catch A Smuggler in the United States. We provide our partners with valuable OTT workflows to help them drive better and more informed content distribution strategies. Contact us today to find out more.