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, there are several ways in which demand data can be used to make more informed content and acquisition decisions. For instance, we can look at how demand relates to content valuation through demand-based economic valuation systems like Parrot Analytics' content valuation system.
Let's take "Sesame Street" as an example to explain how demand can help make more informed decisions. Looking at the demand data for "Sesame Street" in South Africa in October 2023, we can see that it has outstanding demand, with 9.5 times the audience demand of the average show in South Africa over the last 30 days. Demand for the show is increasing, having risen from 9.0 times the average over the last 90 days.
Content valuation can be derived from demand data, enabling TV executives to determine how much a show is worth. By using Parrot Analytics' content valuation system based on demand data, one can calculate the dollar value contribution of any title to any platform in any region. This can help to inform decisions around how much to spend on content.
Another way in which demand data can help TV executives make more informed decisions is by enabling them to identify which elements of existing content fans like the most, and how upcoming productions can be optimized for success. Through scalable concept testing, executives can evaluate which content exhibits an opportunity to acquire or produce based on demand data.
Additionally, demand data can be used to value content for distribution purposes. For instance, TV executives can use demand data to assess how much their content is worth to another streaming platform, helping them to negotiate better terms for distribution.
Demand data can also help with subscriber retention and acquisition. By assessing which titles should be bought to keep the current audience happy and which titles will attract new subscribers to an SVOD service, executives can better target their acquisition efforts.
Finally, demand data can provide insights into global appeal through metrics like travelability. By analyzing where in the world a show is receiving demand and comparing it to its home market, TV executives can determine which content to produce or acquire to support global SVOD expansion.
To summarize, demand data can be used to inform several aspects of content decision making, including content and acquisition valuation, content development, and international expansion. Through Parrot Analytics' content valuation system, TV executives can derive economic viability information from demand data, allowing them to make more informed content decisions.
Sesame Street's travelability to South Africa in the last 30 days is 16%, which means that the audience demand for Sesame Street is 16% of the demand in its country of origin, United States. Click through to another market to discover how well Sesame Street travels internationally.
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Acquire the best shows from partners such as PBS to fortify your competitive position in South Africa. Contact us now to access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles (e.g. Sesame Street), including those that have not even been released. Leverage a return-focused selection criteria for title acquisition by incorporating country-specific trend and market demand factors.
Command your Children genre niche with maximum net subscriber adds. Contact us now to harnesses audience demand data to gain insights for growing and keeping a subscriber base. Leverage a return-focused selection criteria for title acquisition from partners such as PBS by incorporating country-specific trend and market demand factors for all markets including South Africa. Appeal to the individuality of your audience base, taking into consideration the unique and limitless characteristics of taste clusters.
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Our TV audience measurement dataset is truly global. Discover how popular PBS‘s Sesame Street 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 South Africa, 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 PBS 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 Sesame Street, for example, can be assessed for a market e.g. South Africa, which can then be benchmarked against genre averages (e.g. Pre-school), using our globally standardized Demand Expressions® metric.
This page has been altered on April 22, 2024, 2 p.m. PST using demand metrics from Parrot Analytics for Sesame Street in South Africa. We provide our partners with extensive television expertise to help them drive better and more informed content acquisition strategies. Contact us today to find out more.