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, you can use demand data to better inform your content, acquisition, distribution, and programming decisions. By analyzing the demand data related to "One Tree Hill" in Canada during March 2024, we can see how this information can be valuable for decision-making purposes.
Firstly, content valuation using demand data can help you understand how much your series is worth, what its baseline value is, and how it is performing in terms of acquisition-driving or churn-reducing titles. This can give you important insights into how successful certain titles are and help you decide whether to invest in them.
Additionally, demand enables content valuation on a global scale, allowing you to understand what content is most popular in certain markets and identify regions or markets that might be under-served or show potential for new content.
By using demand data, you can also estimate audience cannibalization if a title is available on multiple services, and assess the value of exclusivity.
Demand data can also inform decisions related to supply and demand; for example, executives can decide which types of content have the most potential for acquisition or production by analyzing demand-related metrics.
To help with subscriber retention and acquisition, demand data can be used to evaluate which titles to buy that will keep the current audience happy and which titles to buy that will attract new subscribers to the platform.
Demand data can help executives map local whitespaces and determine the most popular genre in a local market, revealing the potential for regional-specific content or programming.
Another use of demand data is in pricing strategy for content releases, to ensure that you get the most value from the content you own by determining when and how to release it.
Demand data can also help you compare your content to competing titles and assist with pre-release marketing decisions.
Finally, using demand data to analyze show performance across various dimensions and over different timeframes can reveal important insights into trends and areas of focus. For example, a comparison of performance over a year versus the last 30 days, as done with "One Tree Hill," can show whether a title's popularity is increasing or decreasing and give insight into how and when to refresh or retire certain titles.
Overall, analyzing demand data can give executives vital insights that they can use to make more informed decisions related to content acquisition, distribution, and programming. By leveraging these insights, you can identify opportunities for growth, fine-tune your release strategy and price points, and optimize your investment in content that is best suited for your platform or network.
One Tree Hill's travelability to Canada in the last 30 days is 30%, which means that the audience demand for One Tree Hill is 30% of the demand in its country of origin, United States. Click through to another market to discover how well One Tree Hill travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular the wb‘s One Tree Hill 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 wb 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 One Tree Hill, for example, can be assessed for a market e.g. Canada, which can then be benchmarked against genre averages (e.g. Teen Drama), using our globally standardized Demand Expressions® metric.
This page has been revised on April 22, 2024, 2 p.m. PST using tv demand data from Parrot Analytics for One Tree Hill in Canada. We provide our partners with deep television series competencies to help them drive better and more informed content investment strategies. Contact us today to find out more.