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 an essential tool for entertainment executives in making content or acquisition decisions, programming decisions, and distribution decisions. The analysis of "Nikita" in February 2024 in Canada provides an excellent example of how demand data can be used to help an entertainment executive make more informed decisions.
One way that demand data can be used is in content valuation. It reveals the dollar value contribution of any title, to any platform, in any region. Based on the audience demand of "Nikita" in Canada, we can conclude that the show has been performing well. With 3.5 times the audience demand of the average show in Canada over the last 30 days and only 8.6% of all TV shows having this level of demand, the show is highly demanded. Additionally, compared to its demand of 3.2 times the average over the last 90 days, demand for this show has been increasing recently. By using demand data, entertainment executives can quantify the platform-specific marginal revenue contribution and how titles drive engagement across the rest of the catalog. They can also calculate the ROI a specific title will bring for any given platform.
Another way demand data can be used is to help executives make acquisition decisions. This is evident in the metadata provided for "Nikita." By examining the top 10 global markets where "Nikita" is most in-demand over the last 30 days, we find that this TV series outperforms the demand of the average TV show (1x) in each of these markets. Additionally, it has a good travelability score, indicating that it has international demand relative to its home market. By analyzing this data, entertainment executives can identify opportunities to acquire or produce content that exhibit demand potential.
Demand data can also help with programming decisions. For instance, the fact that "Nikita" has an outstanding longevity score indicates that audience demand has been maintained over time. Hence, entertainment executives can curate shows that sustain audience interest over an extended period. Furthermore, analyzing the show's momentum can help executives understand the pace of growth of audience demand for a show. If a program has strong momentum, executives can take advantage of it by promoting it more or monetizing the demand.
Finally, demand data can help with distribution decisions. By mapping local white spaces, entertainment executives can understand what genres are resonating most with their audience and decide where to distribute their content. Reach, the number of people expressing demand for a show, can help executives identify content that will attract new subscribers to a platform.
In conclusion, entertainment executives can use demand data to make more informed content, acquisition, programming, and distribution decisions. The analysis of "Nikita" in February 2024 in Canada shows that the show has been performing well, and entertainment executives can use this data to guide their decision-making process.
Nikita's travelability to Canada in the last 30 days is 22%, which means that the audience demand for Nikita is 22% of the demand in its country of origin, United States. Click through to another market to discover how well Nikita travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular the cw‘s Nikita 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 the cw 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 Nikita, for example, can be assessed for a market e.g. Canada, which can then be benchmarked against genre averages (e.g. Action Thriller), using our globally standardized Demand Expressions® metric.
This page has been adjusted on March 18, 2024, 12:44 p.m. PST using global demand datasets from Parrot Analytics for Nikita in Canada. We provide our partners with far-reaching subscription-video-on-demand expertise to help them drive better and more informed content advertising strategies. Contact us today to find out more.