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.
OTT, SVOD, TV and entertainment executives can leverage the power of global audience demand data to make more informed decisions regarding content discovery, valuation, acquisition, production, distribution and programming decisions. Let's take the example of "EastEnders" for the month of March 2024 in Canada to understand how television executives could leverage demand data for strategic decision-making processes.
Firstly, demand data can be used to help content executives determine how much a show might be worth based on its audience demand. With 2.8 times the audience demand compared to the average show in Canada over the last 30 days, "EastEnders" has good demand, and only 8.6% of all TV shows have this level of demand. This information can be used by TV executives to understand the show's dollar value contribution to any platform in any region. It can also help them to assess the value of exclusivity, for example, by determining if the show's demand warrants an exclusive deal.
Demand data can also reveal a show's performance over time and in comparison to other titles in the same genre. "EastEnders" ranks at the 97.3th percentile in the romance genre, which means "EastEnders" has higher demand than 97.3% of all romance titles in Canada. This insight can be leveraged by content executives to assess the demand for other romance titles and evaluate brand partnerships for advertising and sponsorship opportunities.
Demand data also powers content discovery through affinity analysis. By analyzing the top 10 shows that fans of "EastEnders" also like, executives can identify trends and the genres that resonate most with the show's current audience and use this information to optimize marketing campaigns and provide recommendations to viewers.
OTT platforms and SVOD services can utilize demand data to help with subscriber acquisition and retention. By leveraging insights into which titles would attract and retain current and future subscribers, services can choose which titles to acquire or produce.
Content distributors and Linear/Pay TV networks can use demand data to comprehend consumption and monetize under-monetized titles. They can identify new market opportunities for content distribution and track changes in the popularity of their shows for better monetization and ad inventory sales.
In addition to this, historical demand data enables television executives to study a title's momentum, longevity, travelability, franchise potential, and reach. By looking at "EastEnders," we can see that its longevity is outstanding and that it is still growing. However, it has seen a decrease in popularity in the last 30 days. Additionally, "EastEnders" has spin-off potential and a global audience demand that surpasses the average TV show across all dimensions.
Lastly, mapping out "EastEnders" demand in the top 10 global markets helps TV executives to understand where the greatest audience demand is for their shows. For instance, this helps them to support SVOD expansion and allocate funds to maximize future content investments.
To sum up, content executives have access to a wealth of audience demand data that can support strategic decision-making processes. Whether it’s helping TV executives in content discovery, valuation, acquisition, production, distribution, or programming decisions, demand data can enable TV executives to make more informed and successful decisions based on market trends enabling investments that deliver returns.
EastEnders's travelability to Canada in the last 30 days is 23%, which means that the audience demand for EastEnders is 23% of the demand in its country of origin, United Kingdom. Click through to another market to discover how well EastEnders travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular BBC One‘s EastEnders 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 Canada, 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 EastEnders, for example, can be assessed for a market e.g. Canada, which can then be benchmarked against genre averages (e.g. Soap Opera), using our globally standardized Demand Expressions® metric.
This page has been recreated on April 22, 2024, 2:03 p.m. PST using global tv demand datasets from Parrot Analytics for EastEnders in Canada. We provide our partners with far-reaching TV series know-how to help them drive better and more informed content partnership strategies. Contact us today to find out more.