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, it is crucial to make informed content decisions, and this is where demand data comes in. By analyzing the case study of "Sherwood" in Australia, we can see how demand data can help guide content decisions.
Content Valuation:
Parrot Analytics' content valuation system is based on demand data, and it reveals the dollar value contribution of any title to any platform in any region. In this case, we can use demand data to estimate the amount of revenue that "Sherwood" could generate in Australia. Demand for this show is 3.3 times the average of all TV shows in Australia over the last 30 days and, compared to its demand of 2.2 times the average over the last 90 days, the demand for this show has been increasing recently. This data is indicative of the show's high value proposition that could potentially attract and retain subscribers and advertisers.
Programming Decisions:
With demand data, we can also gain insights into how programming decisions may impact the show's performance. For instance, we can establish that the show's audience demand has decreased in Australia by 36.7% in October, showing that the show's programming needs assessment. We can determine that the audience's interest in the show spiked in late October 2023, which means that a well-timed programming or marketing campaign could have been the cause of the spike, giving us insights into how marketing campaigns can align with upcoming programming.
Distribution Decisions:
Demand data can also help inform distribution decisions concerning where and how to distribute the show. We can see that "Sherwood" outperforms the demand of the average TV show in each of the top 10 global markets where it is most in-demand, with Australia being the top market. Based on global interest in the show, streaming platforms can use demand data to determine regions where the show will perform well by modeling its demand against the existing portfolio of the platform's content in each market to enhance audience engagement and subscriptions.
Acquisition Decisions:
Demand data can also support informed acquisition decisions. For example, we can use demand data to estimate the value of a TV series, and we can determine that "Sherwood"'s demand outweighs that of the average show, meaning it has a high value proposition. This data can inform decisions around acquiring the show and its franchise rights.
These are just a few examples of the many ways an entertainment executive can use demand data to support strategic decision-making in content, acquisition, distribution, and programming. Whether we're talking about content valuations, sustaining interest in a new series, or selecting the right markets for expansion, demand data provides valuable insights for informed decision-making across the entertainment industry.
Sherwood's travelability to Australia in the last 30 days is 50%, which means that the audience demand for Sherwood is 50% of the demand in its country of origin, United Kingdom. Click through to another market to discover how well Sherwood travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular BBC One‘s Sherwood 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 BBC One 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 Sherwood, for example, can be assessed for a market e.g. Australia, which can then be benchmarked against genre averages (e.g. Crime Drama), using our globally standardized Demand Expressions® metric.
This page has been changed on April 22, 2024, 2:02 p.m. PST using tv demand metrics from Parrot Analytics for Sherwood in Australia. We provide our partners with deep television industry competencies to help them drive better and more informed content advertising strategies. Contact us today to find out more.