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 face the challenge of making informed content and acquisition decisions amidst a highly competitive and rapidly evolving media landscape. This is where demand data comes in handy, and let's take "Love Island USA" as an example to see how we can use it to help with different strategic decisions.
Content Valuation:
To assess how much a TV series is worth or estimate the baseline value of a title, we need to look at its demand data. In the case of "Love Island USA," it has been performing outstandingly well in Australia, with 8.8 times more audience demand than the average show over the past 30 days, putting it in the 99.5th percentile of the romance genre. The demand spiked in mid-March, indicating strong momentum for the show. These figures can help executives to estimate the potential value of "Love Island USA" and its franchise.
Acquisition and Distribution:
Demand data also helps to inform acquisition and distribution decisions. In assessing "Love Island USA," we can see that it outperforms the average TV show in each of the top 10 global markets where it is most in-demand. The United States and Canada are the two biggest markets for the show, with outstanding demand from viewers. This highlights the potential value of acquiring the show or distributing it to those markets to increase viewer engagement and revenue.
Programming Decisions:
The demand data for "Love Island USA" can also be used to make programming decisions. By identifying which shows have similar demand profiles to "Love Island USA" - such as "Love Island (UK)", "Survivor", and "Married at First Sight (US)" - we can develop programming schedules and themes that reflect the interests of the current audience or curated segments to attract new subscriptions while reducing churn. Meanwhile, utilizing metrics such as momentum and longevity provides a basis for editorial decisions such as content ordering or increased seasons/episodes.
Marketing Decisions:
Finally, demand data can help inform pre-release marketing strategies. As seen in the demand spikes for "Love Island USA," an upcoming marketing campaign can be timed to coincide with this surge, potentially increasing engagement and popularity of the show. Additionally, by examining the show's reach (the number of people expressing demand for the show), an executive can determine the efficacy of their marketing efforts, further tailoring it to maximize acquisition.
In summary, utilizing demand data, as we have seen with "Love Island USA," can be an invaluable tool for executives across the TV industry, informing decisions around content valuation, acquisition/distribution, programming, and marketing. By examining real-time demand data, executives can confidently make informed decisions with a degree of certainty that was previously impossible to achieve.
Love Island USA's travelability to Australia in the last 30 days is 72%, which means that the audience demand for Love Island USA is 72% of the demand in its country of origin, United States. Click through to another market to discover how well Love Island USA travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Peacock‘s Love Island USA 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 Peacock 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 Love Island USA, for example, can be assessed for a market e.g. Australia, which can then be benchmarked against genre averages (e.g. Romance Reality), using our globally standardized Demand Expressions® metric.
This page has been regenerated on April 22, 2024, 2:03 p.m. PST using tv demand data from Parrot Analytics for Love Island USA in Australia. We provide our partners with smart TV industry expertise to help them drive better and more informed content advertising strategies. Contact us today to find out more.