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.
For entertainment executives, demand data is crucial to make more informed content, acquisition, distribution and programming decisions. As illustrated by the example of "Being Human" in Germany during March 2024, demand data provides accurate insights and helps with content valuation.
Firstly, executives can use demand data to determine how much their content is worth. Using Parrot Analytics' content valuation system, executives can calculate the dollar value contribution of any title to any platform in any region. For example, "Being Human" in Germany had a demand 2.2 times higher than the average show in the country over the last 30 days, and it had been increasing lately. This indicates that it has a good level of demand, with only 8.6% of all TV shows having this level of demand. Being able to quantify the platform-specific marginal revenue contribution and how a title drives engagement across the rest of the catalog is valuable information for strategic decision-making.
Secondly, demand data enables executives to map local whitespaces, and understand what content is most popular in their market or on a global scale. They can use demand data to see where a title, like "Being Human," is in demand and to what extent. For instance, "Being Human" ranked at the 96.5th percentile in the romance genre in Germany in March, indicating that it had higher demand than 96.5% of all romance titles in the country. Additionally, executives can compare their content against other titles available in the market, benchmark performance, and uncover under-monetized titles.
Thirdly, demand data can be used to optimize content acquisition and production decisions. Executives can use demand data to get a handle on the types of content that exhibit prime opportunities for acquiring or producing.
Fourthly, executives can use demand data to inform subscriber retention and acquisition decisions. For instance, they can use the data to know which titles to buy if they want to keep their current audience happy or if they want to grow their audience. Demand data reveals the value of exclusivity and helps to assess a TV series’ ability to drive subscriptions and mitigate churn, among other factors.
Lastly, demand data informs scalable concept testing. For instance, using fan affinity data like the kind for "Being Human" included in this analysis, executives can learn the elements that existing fans of a show like the most and optimize upcoming productions for success.
In conclusion, the insights that can be obtained from demand data for entertainment executives are invaluable for content decisions, programming strategy, distribution models and more. Using demand data, as we saw with "Being Human" and its travelability, momentum, and franchisability, helps them stay competitive in local and global markets. Using Parrot Analytics' system, executives can make educated decisions underpinned by data, improving their ROI and maximizing content value.
Being Human's travelability to Germany in the last 30 days is 50%, which means that the audience demand for Being Human is 50% of the demand in its country of origin, United States. Click through to another market to discover how well Being Human travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular syfy‘s Being Human 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 syfy 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 Being Human, for example, can be assessed for a market e.g. Germany, which can then be benchmarked against genre averages (e.g. Paranormal Drama), using our globally standardized Demand Expressions® metric.
This page has been revised on April 22, 2024, 2 p.m. PST using demand analytics from Parrot Analytics for Being Human in Germany. We provide our partners with deep content know-how to help them drive better and more informed content sales strategies. Contact us today to find out more.