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, it’s important to use data-driven insights to inform decision making. One way to do this is by leveraging demand data to make more informed content, acquisition, distribution, and programming decisions. For instance, let's use the example of the TV series "Dexter" to explain how demand data can be used in the decision-making process.
Content Valuation:
Content valuation can be used to determine how much a TV series is worth and how much it contributes to a platform’s dollar value. In the case of "Dexter," we know it’s performing well as it has been ranked at number 318 in Germany and has demand that is 6.6 times greater than the average show in Germany over the last 30 days. We also know that it has higher demand than 98.0% of all drama titles in Germany, which is an excellent benchmark. These insights can be used to help determine the value of the series to the platform and help to negotiate a better deal for the series.
Acquisition Decisions:
Demand data can be used to identify up and coming TV series or to identify which TV series will generate more revenue for the streaming service. In this case, a company could look at "Dexter" and see that it’s a highly demanded series, ranking as one of the top ten series globally. As a result, they may want to consider acquiring this series for their own platform.
Programming Decisions:
Demand data can be used to inform programming decisions, such as what time to release the series, which day of the week to release it, and how to roll out the series to different regions of the world. By analyzing the demand trends for "Dexter," we can see that demand for the show has been decreasing over the past 90 days. Companies may want to take note of this trend and adjust their programming schedule for "Dexter," perhaps by releasing it on a different day or time slot to generate more demand and interest for the show.
Distribution Decisions:
Demand data can also be used to inform how TV series should be distributed. For example, travelability data for "Dexter" reveals that it has an international demand relative to its home market. Knowing this information, a company could consider distributing the series to other parts of the world where there is high demand for the show, and potentially earn more revenue as a result.
In summary, demand data is a powerful tool that can be used to make informed content, acquisition, distribution, and programming decisions. In the case of "Dexter," we have seen how demand data can be used to determine content valuation, identify which series to acquire, inform programming decisions, and make smarter distribution choices. By harnessing the power of demand data, entertainment companies can optimize their decision-making process and ultimately generate more revenue for their businesses.
Dexter's travelability to Germany in the last 30 days is 31%, which means that the audience demand for Dexter is 31% of the demand in its country of origin, United States. Click through to another market to discover how well Dexter travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular SHOWTIME‘s Dexter 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 SHOWTIME 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 Dexter, 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 revised on March 19, 2024, 2:48 a.m. PST using analytics from Parrot Analytics for Dexter in Germany. We provide our partners with comprehensive television expertise to help them drive better and more informed content investment strategies. Contact us today to find out more.