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 are always making critical decisions about the content you produce, acquire, distribute or program. Making informed decisions is not easy since you need to stay ahead of your competitors considering disruptions in the market. The good news is that with access to demand data, you can make better decisions confidently. In this article, we will use "Ted Lasso" in South Africa for October 2023 as an example of how demand data can help you.
Content Valuation: Understanding the value of your content is essential, especially when it comes to making decisions about pricing, distribution, and acquisition. Parrot Analytics' content valuation system is based on demand data and reveals the dollar value contribution of any title in any region. We can learn from "Ted Lasso" that demand for the show in South Africa is 11.4 times the average show, which means it is highly valuable content. Furthermore, we know that demand for "Ted Lasso" has been decreasing in South Africa recently, indicating a need for an adjustment in the content strategy.
Acquisition Decisions: Knowing what content to acquire is a challenge for executives, but with demand data, you can gain insights into the types of shows that are trending and highly sought after by audiences. Looking at "Ted Lasso," we discover that fans of the show are also interested in titles such as "Foundation," "The Last of Us," "Rick and Morty," and "Succession." Understanding the demand for such titles can inform acquisition decisions and help owmers avoid the pitfalls of investing in shows with little market interest.
Programming Decisions: Knowing what content to program and prioritize can help your platform stand out and keep viewers engaged. Examining the audience demand for "Ted Lasso" in South Africa, we observe that the show's demand spiked in mid-October, which could imply the need to consider premiering new content in that critical period. Additionally, the Parrot Pulse analysis for "Ted Lasso" indicates unwavering audience demand and exceptional momentum and retention, meaning it is a good choice to plan its programming around the show in South Africa.
Distribution Decisions: Industry players such as content distributors need to know which regions have the highest demand for their content to ensure they maximize revenue. Acquiring global demand data with help from tools such as Parrot Analytics’ platform helps in identifying and targeting the regions with the most significant potential for content distribution. Examining the top ten global markets where "Ted Lasso" is most in-demand over the last 30 days and observing how the show is doing in those regions indicates that all these markets have "outstanding" demand for the show, and the United States has the highest demand. This data could inform a content distributor's decision to determine in which regions to focus its marketing and operations efforts.
In conclusion, the entertainment industry is highly competitive, and making informed content, acquisition, programming, or distribution decisions is necessary to stay ahead of your competitors and satisfy your audiences. Demand data analytics is your key to informed decision-making. By using demand data analysis as demonstrated in the case of "Ted Lasso" in South Africa for October 2023, entertainment executives can make better data-driven decisions about content valuation, programming and scheduling, distribution, and acquisition.
Ted Lasso's travelability to South Africa in the last 30 days is 39%, which means that the audience demand for Ted Lasso is 39% of the demand in its country of origin, United States. Click through to another market to discover how well Ted Lasso travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Apple TV+‘s Ted Lasso 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 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 Ted Lasso, for example, can be assessed for a market e.g. South Africa, which can then be benchmarked against genre averages (e.g. Sitcom), using our globally standardized Demand Expressions® metric.
This page has been modified on April 22, 2024, 2:01 p.m. PST using television demand analytics from Parrot Analytics for Ted Lasso in South Africa. We provide our partners with meaningful television series analyses to help them drive better and more informed content licensing strategies. Contact us today to find out more.