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 need to consider audience demand data to make informed decisions about your content valuation, acquisition, distribution, and programming strategy. Let's use the example of the TV series "Banshee" and analyze how demand data can provide insights to help you make informed decisions.
Content Valuation:
Using demand data, you can calculate the value of a particular title, as well as its global reach and popularity. "Banshee" is in the 97.9th percentile for the drama genre, indicating that it has higher demand than 97.9% of all drama titles in Germany. In addition, its audience demand is increasing, with 6.5 times the audience demand of the average show in Germany over the last 30 days, indicating its growing popularity. Such data allows you to determine the economic value and contribution of a TV show to any platform in Germany.
Programming Decisions:
Demand data helps determine the type of content with a higher market opportunity, which can guide your programming decision. You can plan what types of content to create or acquire to support global SVOD expansion. For example, if you notice that a particular genre, such as action or crime drama, is spiking in demand, you can consider commissioning more of such content, as it may be more marketable.
Distribution Decisions:
If you plan to distribute your content in different countries, travelability metrics can help you understand a show's international demand relative to its home market. "Banshee" has 'outstanding' travelability, meaning that its worldwide audience demand across different markets is high. You can target countries like Russia, where "Banshee" is the most in-demand, and direct distribution efforts in these areas.
Acquisition Decisions:
Demand can indicate what content is being actively sought after and which shows are unlikely to result in significant audience traction. An example could be if you want to know whether a particular title is worth acquiring or if you should renew it for an additional season.
Audience Retention:
Demand data can show you what kind of shows you should purchase to keep your current viewers interested, such as "Banshee," which is currently doing well with German audiences. Investing in a TV show that is in high demand increases the likelihood of retaining subscribers who are fans of the content.
In conclusion, demand data offers a more nuanced view of a TV show's popularity beyond traditional ratings. By considering demand data, such as how "Banshee" is doing in Germany and other markets, executives can make more informed decisions about where they should focus their resources and investments. They can evaluate the economic value of a TV show, identify untapped markets where their content is in high demand, and optimize content acquisition, distribution, and programming decisions based on audience behavior.
Banshee's travelability to Germany in the last 30 days is 50%, which means that the audience demand for Banshee is 50% of the demand in its country of origin, United States. Click through to another market to discover how well Banshee travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Cinemax‘s Banshee 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 Germany, 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 Cinemax 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 Banshee, for example, can be assessed for a market e.g. Germany, which can then be benchmarked against genre averages (e.g. Crime Drama), using our globally standardized Demand Expressions® metric.
This page has been renewed on April 18, 2024, 2 p.m. PST using global demand content analytics from Parrot Analytics for Banshee in Germany. We provide our partners with essential OTT insight to help them drive better and more informed content sales strategies. Contact us today to find out more.