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.
If you're an entertainment executive responsible for decision-making at an OTT or SVOD platform, content valuation using demand data can help you make informed decisions. By applying demand data to your strategic decisions, you can evaluate the economic value of your content to your platform, quantify its impact on subscriptions, improve viewer engagement, and more. Here's a deep dive into how demand data can empower you to make more effective content acquisition or distribution decisions, using "That Mitchell and Webb Look" as a case study in Australia during March 2024.
1) Content Valuation: How Much is "That Mitchell And Webb Look" Worth in Australia?
A content valuation system powered by demand data can help you determine how much to spend on content. In the case of "That Mitchell and Webb Look," demand data reveals that the show has been in high demand in Australia recently, with 2.6 times the audience demand of the average show in the country. This suggests that the show is highly valuable to audiences in Australia and that it is a strong acquisition target for any platform looking to drive subscriptions and increase viewer engagement.
2) Franchisability: Spin-Off Potential for "That Mitchell and Webb Look"
Demand data can also inform you about spin-off potential for any shows, and a poor performance in this category can prompt you to take action to improve the situation. In the case of "That Mitchell and Webb Look," demand data reveals a relatively poor performance for spin-off potential, meaning that the franchise or spin-off of the show may not be as successful as hoped for. This information can help executives understand the audiences that resonate with the show and determine whether developing a spin-off would be profitable or not.
3) Travelability: How Does "That Mitchell and Webb Look" Perform in Different Markets?
Understanding how a show performs in other markets is critical when making distribution decisions and allocating content investment funds. In the case of "That Mitchell and Webb Look," demand depicts that the show has underperformed in its global travelability by achieving poor demand in countries outside the United Kingdom. With this insight, you can allocate funds elsewhere to ensure maximum content investment returns.
4) Longevity: How Well Has "That Mitchell and Webb Look" Held Up Since Its Premiere?
Anchored in the key question of whether a TV show has consistent demand over time is longevity. The demand for "That Mitchell And Webb Look" has been maintained over time, indicating that it has a solid and dedicated fan base that values the show. In this case, by reviewing demand data, executives can gain insights into why a show's popularity has remained unchanged or increased since its premiere and use these insights in decisions on programming.
5) Reach: What Audience is "That Mitchell and Webb Look" Reaching?
One crucial element of demand data is measuring the audience or Reach of the content. "That Mitchell and Webb Look" has audiences in multiple markets, which is a good sign, but it isn’t reaching enough audiences globally. Executives can use this data to determine the best location to show and expand the title to better target the right audience, drive up demand, and increase total reach.
Conclusion
In conclusion, the implementation of demand data can be a decisive factor in the success of any content acquisition or distribution strategy. By harnessing the vast insights available through demand data, executives can ensure that they are making informed decisions that lead to optimal investment returns. This experience with "That Mitchell and Webb Look" in Australia during March 2024 gives us a clear picture of how entertainment executives can leverage demand data to improve the value of their content continuously.
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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 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 Two 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 That Mitchell And Webb Look, for example, can be assessed for a market e.g. Australia, which can then be benchmarked against genre averages (e.g. Sketch Comedy), using our globally standardized Demand Expressions® metric.
This page has been modified on April 22, 2024, 2:01 p.m. PST using global tv demand metrics from Parrot Analytics for That Mitchell And Webb Look in Australia. We provide our partners with far-reaching content competencies to help them drive better and more informed content advertising strategies. Contact us today to find out more.