What is demand for TV content?
Demand for content is essentially the dictionary definition: it is the desire, engagement and viewership by consumers for a particular commodity.
Demand for TV content is what drives transactions and consumption on all platforms, such as linear TV, TVOD or SVOD services.
Understanding audience demand for content can help you answer questions such as:
Where should I invest my resources if I want to attract new audiences and retain current audiences?
What content will resonate best with local audiences in an increasingly global content marketplace?
How can I better understand the ever-shifting entertainment landscape in order to optimize on emerging trends ahead of my competitors?
Through the various applications of demand data, you can discover powerful and actionable insights that will future-proof your decision making and get you closer to achieving your business goals.
Daily Demand Data
Answer business questions in real time
See daily audience demand data for any title in any country. Get show performance before launch, during airing and in the off-season. Track the impact of your and your competitors’ marketing campaigns in real time.
Across All Platforms
See through SVOD competitors and partners
Understand demand for all content regardless of the platform it appears on in any given country. Compare how your content is doing against linear, cable, SVOD and AVOD partners and competitors around the world.
For All Content
Understand the television business in its entirety
Assess the demand for all types of content. Compare titles across languages, genres, long form vs short form or any combination your business needs to track in order to stay ahead of the curve in the markets you care about.
In All Countries
Compare content demand across countries
Gain valuable country-specific insights into individual programs and overall content trends worldwide. Stand out by knowing the demand for content in any country before it even airs!
Audience demand for content reflects the desire, engagement and viewership of that content. Consumers express demand for television shows on what we call demand expression platforms.
Every day, we capture and combine over 1.25 billion data points from the various platform sources including video streaming, social media, photo sharing, blogging and micro-blogging, fan and critic rating platforms, peer-to-peer protocols and file sharing sites.
We group the demand sources into four distinct buckets that represent different audience behavior:
Social media: Social media activity is collected from publicly accessible social networks, photo sharing platforms and micro-blogging sites, including but not limited to Twitter, Facebook, and Tumblr.
Social video platforms: This bucket represents audience activity on publicly accessible video consumption and engagement platforms, including but not limited to Youtube and Daily Motion.
Research: The Research bucket represents audience activity collected from informational and fan or rating websites, including but not limited to Wikipedia and TV Maze.
Free streaming/downloading: Free streaming and downloading data refers to full-episode consumption from peer-to-peer (P2P) connected boxes, file-sharing protocols such as BitTorrent and P2P streaming applications such as Popcorn Time.
Once captured, those inputs are then weighted by time and effort, so streaming or downloading a show is a higher expression of demand than a "like" or comment related to that show.
Capturing and combining the empirical expressions of demand from the various data sources allows us to create one distinct measure of demand called Demand Expressions® or DEx. By normalizing for population, we derive Demand Expressions® per capita or DEx/c which enables cross-country comparisons of demand.
Before the creation of a normalized metric, it was not possible to benchmark audience demand for content airing on different platforms on a market-by-market basis.
Diving deep into Demand Expressions®
Demand Expressions® is a metric representing the total audience demand being expressed for a title, within a market.
Demand Expressions are used when analyzing demand in a single market, as the algorithm includes a population factor to account for varying populations. For example, a show with below-average demand in China may have many times more Demand Expressions than the most in-demand show in New Zealand due to the high population of China.
Demand Expressions® per capita capture the total audience demand expressed for a title per 100 capita, enabling the comparison of the demand for titles across platforms and markets.
The Demand Expressions per capita metric allows for an easy comparison of content popularity across all markets, by scaling the Demand Expressions metric according to a country's population.
Benchmarking demand for content
Even though there is no limit to how many Demand Expressions (or Demand Expressions per capita) a title can generate, demand for each title can be compared against a Demand Benchmark in order to evaluate where the content sits against all titles.
If we rank all the titles within a market by their Demand Expressions and plot the result, a familiar long-tail distribution appears, which is a well-documented pattern observed in empirical data collection and analysis. We call this the Demand Distribution Curve. The Demand Distribution Curve illustrates how a TV show’s popularity compares to the Demand Benchmark and is divided into performance buckets, ranging from“Below Average” to “Exceptional". A show falls into one of these buckets depending on how many times more or less demand it has compared to the Demand Benchmark.
A show’s performance is market-specific, so the same show can be in the “Average” range in the United States and in the “Good” range in France.
Only 0.01% of all titles will have exceptionally high demand, whereas 65.1% have average demand and 34.8% have below average demand.
Solving problems with demand data
Parrot Analytics' measurement of popularity, quantified by Demand Expressions®, can be used to answer a broad range of business questions in the media industry across distribution, ad sales, production, programming, research and marketing.
Cross-platform global demand measurement will enable you to stand out and succeed, regardless of where you sit on the entertainment value chain. Demand addresses the need to quantify the relationship between consumers and content and to really understand it.
A non-exhaustive list of how clients are currently utilizing Parrot Analytics' demand data to gain insight and make better decisions can be found in the Help Center section called: How to use global demand data.