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, you can use demand data provided by Parrot Analytics to make more informed content decisions for your platform or network. Considering the example of "Vampire Academy", it is easy to see how different dimensions of demand data can help you make better decisions, as well as answer important content valuation questions.
First of all, you can use demand data to evaluate content valuation for "Vampire Academy". By leveraging Parrot Analytics' content valuation system, you can determine the value of this title for any platform in any region. Specifically, you can find out the platform-specific marginal revenue contribution and how the title drives engagement across the rest of the catalog. You can also assess the title's ability to drive subscriptions and reduce churn. This data helps you understand the baseline value of the title, its current performance, and its potential for future monetization.
You can also use demand data to help with acquisition decisions. For example, as an executive, you might want to acquire a show with a dedicated but small fandom. You can identify if "Vampire Academy" has a small fandom or appeals to a wide group of people by assessing its reach dimension - which is okay. This information can help you determine if the show can attract new subscribers to your platform.
Demand data further informs content distribution decisions. Specifically, you can use the travelability dimension to quantify the show's international demand relative to its home market. For example, if you're considering expanding your platform's reach to Brazil, it's worth noting that "Vampire Academy" has good audience demand of 2.8x in that market. Similarly, you can also find out the most popular genres in your local market by mapping local whitespaces.
You can leverage momentum and other dimensions of demand data to make more informed programming decisions. Insights into how well audience demand is maintained over time (longevity dimension) can inform programming decisions that keep viewers engaged and tuned in over the long term. Additionally, the affinity analysis dimension helps you accurately assess which talent or brand would best partner with the show, helping you choose the correct content assets that appeal to your target demographic.
In summary, demand data provided by Parrot Analytics can answer various strategic questions. Targeting concrete decisions dependant on these insights ensure better investment & revenue outcomes. With the example of "Vampire Academy" in November 2023, you can evaluate content valuation and travelability, make informed acquisition decisions, assess the title's reach and adjust marketing and distribution strategies according to audience demand in different local markets.
This is Vampire Academy'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 Vampire Academy travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Peacock‘s Vampire Academy 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 Peacock 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 Vampire Academy, for example, can be assessed for a market e.g. United States, which can then be benchmarked against genre averages (e.g. Fantasy Drama), using our globally standardized Demand Expressions® metric.
This page has been renewed on April 22, 2024, 2:02 p.m. PST using global demand datasets from Parrot Analytics for Vampire Academy in the United States. We provide our partners with far-reaching television series workflows to help them drive better and more informed content partnership strategies. Contact us today to find out more.