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.
Demand data is a powerful tool that entertainment executives can use to make more informed decisions about content strategy, acquisition, distribution, and programming. In the case of "Sherlock" in Brazil during March 2024, there are multiple insights that can be derived from the available demand data.
Firstly, using demand data to measure content valuation allows executives to answer questions such as how much a show is worth, what the value of a content library is, and how a TV series is performing as an acquisition-driving or churn-reducing title. In the case of "Sherlock," demand data shows that the show has 4.9 times the audience demand of the average show in Brazil over the last 30 days, indicating that the show's value is high in the market. Additionally, the show's franchisability is outstanding, which means spin-off potential is guaranteed.
Secondly, understanding global demand through demand data allows executives to make decisions about travelability, or international demand relative to a show's home market. This can inform travel-based programming or identify which markets a show is performing well in, and potentially increase revenue by exploiting that. "Sherlock" has high demand in most of the highlighted countries, with a 32% demand in Brazil over the show's home market, UK.
Thirdly, executives can also use demand data to uncover under-monetized content and map local whitespace based on global demand for particular genres. For instance, in the case of "Sherlock," several shows that fans of the program like include "The Last Of Us", "Reacher" and "The Mandalorian". This information can be used to inform commissioning of new shows or producing content that reflects the genres resonating most with the audience. Additionally, understanding the best release strategy for different target audiences and pricing can be possible through demand data.
Fourthly, executives can use demand data to plan marketing campaigns ahead of premieres or to identify the best timing for acquisitions through momentum analysis. In the case of "Sherlock," the demand for the show in Brazil spiked in late March 2024, suggesting that a targeted marketing campaign leading up to that date would have been particularly effective for the platform or channel.
Lastly, executives can also use demand data to identify and quantify audience segments and evaluate various partnerships or collaborate with brands to expand the audience base. In this case, audience taste clusters are revealed by the shows that fans of "Sherlock" also like. Additionally, demand data can be used to understand who is the best talent or brand to partner with to expand the targeted audience.
All in all, demand data is highly useful for informing strategic decision-making in the entertainment industry. The case of "Sherlock" in Brazil during March 2024 shows how demand data can help executives to make content decisions about content acquisition and programming by quantifying the value of content, identifying international and local trends and affinity clusters, marketing planning, and uncovering partnerships with other talents or brands.
Sherlock's travelability to Brazil in the last 30 days is 28%, which means that the audience demand for Sherlock is 28% of the demand in its country of origin, United Kingdom. Click through to another market to discover how well Sherlock travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular BBC One‘s Sherlock 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 Brazil, 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 Sherlock, for example, can be assessed for a market e.g. Brazil, which can then be benchmarked against genre averages (e.g. Mystery Drama), using our globally standardized Demand Expressions® metric.
This page has been amended on April 22, 2024, 2:02 p.m. PST using tv demand datasets from Parrot Analytics for Sherlock in Brazil. We provide our partners with valuable subscription-video-on-demand workflows to help them drive better and more informed content marketing strategies. Contact us today to find out more.