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 need to make informed content and acquisition decisions, and that requires accurate information on how your show is performing in relevant markets. Fortunately, you can use demand data to gain insights to assist you in making these crucial decisions. In this regard, let's consider the example of "Knightfall" in February 2024 in Australia, and how analyzing demand can provide valuable insights:
- Content valuation uses demand data to answer questions like "How much is my series worth and how much of my series' value is being driven by demand for one of its stars?". In the case of "Knightfall," we know that its demand is 2.5 times the average of the Australian TV shows over the last 30 days. This indicates there is a considerable amount of audience wants to see the show, and streaming platforms can use this data to estimate the potential value of including this show in their libraries. Additionally, content creators can use demand data to negotiate better contracts and licensing terms.
- Demand data enables you to value content globally by identifying which content is most popular in a particular market or on a global scale. In the case of "Knightfall," we have information on its demand and how it fares globally, with the United States being its number one market, followed by Russia. For example, if a streaming platform is looking to expand into Russia, they can use this information to identify popular titles and gain a better understanding of what could perform well in the market.
- Demand data can help with decision-making concerning content acquisition and programming by revealing which content types are exhibiting the most significant opportunity to acquire or produce. For instance, the data for "Knightfall" shows other shows the fans of the series enjoy, like "The Walking Dead, "The Lincoln Lawyer," and "Forged in Fire." Platforms can use this data to acquire or produce content that may appeal to the same demographics of fans of "Knightfall."
- Demand data can help in subscriber acquisition and retention by identifying which titles to buy for retaining audiences and attracting new subscribers. For example, the data for "Knightfall" shows that its demand has increased in Australia by 32.6% during February, indicating the show remains popular. Streaming platforms can use such data in deciding whether or not to acquire or renew the license to stream/air the title. They can also use the data to engage with fans of the show and attract new audiences.
- Demand data can inform pre-release marketing by identifying the target audience and developing marketing strategies before premiering the show. The example of "Knightfall" shows that the show has good momentum, meaning that its audience demand is growing at a consistent pace. This information could be helpful to develop marketing campaigns that capitalize on the show's increasing popularity.
In conclusion, by analyzing demand data, content providers, studios, and distribution companies can gain valuable insights into how their shows are performing across the globe, how to optimize content release strategies, and how to tap into markets that they may have overlooked. Additionally, the data can help with content acquisition and programming decisions to build a library of titles that appeal to their target audience. Ultimately, demand data is shaping the future of television entertainment, providing companies in the entertainment industry with the tools to ensure that the content they produce, distribute, and license resonates with their target audience.
Knightfall's travelability to Australia in the last 30 days is 26%, which means that the audience demand for Knightfall is 26% of the demand in its country of origin, United States. Click through to another market to discover how well Knightfall travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular history‘s Knightfall 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 Australia, 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 history 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 Knightfall, for example, can be assessed for a market e.g. Australia, which can then be benchmarked against genre averages (e.g. Historical Drama), using our globally standardized Demand Expressions® metric.
This page has been refreshed on April 22, 2024, 2:04 p.m. PST using global demand content analytics from Parrot Analytics for Knightfall in Australia. We provide our partners with far-reaching TV industry workflows to help them drive better and more informed content investment strategies. Contact us today to find out more.