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 a TV executive, you can use demand data to make informed content, acquisition, distribution, and programming decisions. Taking the example of "Love Island (UK)" for the month of March 2024 in Canada, let's see how demand data can help you make more informed decisions.
Firstly, content valuation is an important aspect of the decision-making process. By using demand data, you can estimate the dollar value contribution of any title, to any platform, in any region. For "Love Island (UK)", its demand value is exceptional, with 10.5 times the audience demand of the average show in Canada over the last 30 days. This show also ranks at the 99.5th percentile in the romance genre, indicating higher demand than 99.5% of all romance titles in Canada. However, demand for the show has been decreasing recently, which should be factored in when assessing the content's value.
Secondly, demand data can help you understand your audience better, which can help with acquisition and programming decisions. For instance, fans of "Love Island (UK)" also like shows such as "The Real Housewives Of Beverly Hills," "Vanderpump Rules," and "The Real Housewives Of Salt Lake City," among others. By analyzing such data, you can optimize your content offering and cater to the tastes of your audience.
Thirdly, demand data can provide insights into global market performance and potential opportunities for expansion. For "Love Island (UK)", the show outperforms the demand of the average TV show in each of the top 10 global markets, indicating its travelability potential. The United States is its number one market globally, followed by the United Kingdom, Canada, France, South Africa, Denmark, Latvia, and Sweden. Using demand data, you can identify markets where there is a high potential for audience engagement and plan your global expansion accordingly.
Fourthly, demand data can help you with distribution decisions such as release strategy and pricing. For "Love Island (UK)", the demand spiked in late March 2024 in Canada, indicating the importance of timing your release strategy correctly. Additionally, demand data can help you quantify the platform-specific marginal revenue contribution and assess a TV series' ability to drive subscriptions and mitigate churn.
Lastly, demand data can inform content marketing decisions such as pre-release campaign strategy and affinity analysis. The Parrot Pulse for "Love Island (UK)" highlights its outstanding performance across six dimensions, including franchisability (spin-off potential) and reach (the number of people expressing demand for a show). By analyzing such data, you can tailor your marketing campaign to optimize audience engagement.
In conclusion, demand data is a powerful tool for TV executives and can help with content, acquisition, distribution, and programming decisions. Using demand data, you can assess the value of content, cater to the tastes of your audience, identify potential opportunities for global expansion, make informed distribution decisions, and optimize your content marketing strategy.
Love Island (UK)'s travelability to Canada in the last 30 days is 57%, which means that the audience demand for Love Island (UK) is 57% of the demand in its country of origin, United Kingdom. Click through to another market to discover how well Love Island (UK) travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular ITV2‘s Love Island (UK) 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 ITV2 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 Love Island (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 renewed on April 18, 2024, 2:04 p.m. PST using demand data from Parrot Analytics for Love Island (UK) in Canada. We provide our partners with deep television analyses to help them drive better and more informed content licensing strategies. Contact us today to find out more.