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 can leverage audience demand data to make more informed content decisions for your platform. Using the example of "Rick and Morty" in March 2024 in the US, we can see how demand data can aid in content valuation, distribution, acquisition, and programming decision-making.
Firstly, demand data can inform content valuation by revealing the dollar value contribution of any title to any platform in any region. In the case of "Rick and Morty," we see that it has 39.8 times the audience demand of the average show in the US over the last 30 days. This high level of demand makes "Rick and Morty" an incredibly valuable asset for any platform looking to acquire it or retain its streaming rights.
Secondly, demand data can aid in distribution decisions and the identification of which platforms are the best fit for particular pieces of content. For example, we can see from the top 10 global markets where "Rick and Morty" is in demand that it performs exceptionally well in the United States, Russia, Canada, the United Kingdom, Brazil, France, Mexico, Germany, and Australia. Understanding the popularity of the show in these markets can inform the distribution strategy for "Rick and Morty" in each of these regions.
Thirdly, demand data can assist in programming decision-making by identifying the genres that are resonating most with the audience. For "Rick and Morty," we know that it ranks at the 99.9th percentile in the comedy genre in March 2024 in the US. We can use this information to gauge the current popularity of comedies and make informed programming decisions regarding which titles to license or produce.
Fourthly, demand data can inform content acquisition decisions, especially for companies that are considering investing in a TV series, such as a studio or a TV production company. By examining the spike in audience demand for "Rick and Morty" in late March 2024 and the show's exceptional Parrot Pulse scores (which measure the global performance of a series), these companies can determine the show's spin-off potential and its international appeal to inform their decision-making.
Finally, demand data can support decision-making around marketing campaigns and the optimal release strategy for a piece of content. By analyzing the trend in demand for "Rick and Morty" over the last year, we see that although its peak demand was 87.7 times the average over the course of the entire year, it peaked at 47.5 times the average in the last 30 days. This could indicate the best time to run a marketing campaign for the property is the month of March, which this sample is focused on.
In conclusion, by using demand data like that provided by Parrot Analytics, entertainment executives can make more informed content decisions, whether in regards to content acquisition, valuation, distribution, programming, or marketing, which ultimately leads to an increase in audience engagement, retention and acquisition on their platforms.
This is Rick And Morty'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 Rick And Morty travels internationally.
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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 Adult Swim 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 Rick And Morty, for example, can be assessed for a market e.g. United States, which can then be benchmarked against genre averages (e.g. Animated Sitcom), using our globally standardized Demand Expressions® metric.
This page has been altered on April 22, 2024, 2 p.m. PST using global demand metrics from Parrot Analytics for Rick And Morty in the United States. We provide our partners with extensive entertainment industry expertise to help them drive better and more informed content advertising strategies. Contact us today to find out more.