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, understanding audience demand is crucial when making informed decisions about content, acquisition, distribution, and programming. Let's use the example of the dating show "First Dates (UK)" to explain how the demand data can be analyzed and how it can shape decision-making.
One of the primary ways audience demand data can be used to make informed decisions is through content valuation. Content valuation uses demand data to quantify a title's dollar value contribution to any platform in any region. In "First Dates (UK)'s" case, it has obtained audience demand in Canada at 2.3 times the average show, putting it in the top 8.6% of all TV shows in Canada. Its demand has also increased over the last 30 days, making it an excellent acquisition for any SVOD platform in Canada.
The demand data can also be used to inform network-fit decisions. Knowing a show's popularity in specific markets, as in the case of "First Dates (UK)"s high demand in the UK, would indicate the possibility of a hit in those markets. Similarly, by studying the kind of genres that are popular, the decision-makers can fine-tune content that is more tailored to the audience's preferences.
Demand data provides insights into a show's longevity or staying power. Although "First Dates (UK)"s longevity is recorded as good, with the show's demand having decreased by 15.2% in Canada in February, it is crucial to understand how demand changes over time because this can inform content decisions.
Furthermore, understanding the audience demand of the show in different markets will provide insights into a show's travelability. "First Dates (UK)"s travelability is recorded as poor. Demand in its country of origin, the United Kingdom, was 6.8 times its demand in Canada, making it evident that it has higher demand in its home market.
Lastly, discovering what audiences like in the show and the genres that resonate most with them can help content creators optimize their productions. In the case of "First Dates (UK)," viewers who enjoyed it also liked other shows such as "Only Murders in the Building" and "Peaky Blinders."
In conclusion, demand data plays an essential role in helping entertainment executives make well-informed decisions about content acquisition, programming, and other key operations. Understanding audience tastes and preferences, genre popularity, staying power, and travelability are among the many insights that demand data can provide to aid in the decision-making process. "First Dates (UK)" is an excellent example of how analyzing demand data can help decision-makers make more informed choices.
First Dates (UK)'s travelability to Canada in the last 30 days is 33%, which means that the audience demand for First Dates (UK) is 33% of the demand in its country of origin, United Kingdom. Click through to another market to discover how well First Dates (UK) travels internationally.
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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 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 Channel 4 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 First Dates (UK), for example, can be assessed for a market e.g. Canada, which can then be benchmarked against genre averages (e.g. Romance Reality), using our globally standardized Demand Expressions® metric.
This page has been enhanced on March 28, 2024, 7:52 a.m. PST using tv demand content analytics from Parrot Analytics for First Dates (UK) in Canada. We provide our partners with meaningful television industry workflows to help them drive better and more informed content licensing strategies. Contact us today to find out more.