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, you are always having to make strategic content-related decisions, such as content valuation, acquisition, distribution, and programming. This is where demand data comes in handy. Demand data allows you to understand the value and popularity of a show in the target market and helps you make better-informed decisions. The case of "Killing Eve" in Germany during March 2024 could be useful in illustrating this point, as shown below:
- Content valuation uses demand data to answer various questions like how much is my series worth, and how much of my series' value is being driven by demand for one of its stars. Using demand data, it is possible to estimate the baseline value of a title and assess the ability of a TV series to drive subscriptions and mitigate churn. Demand data can help quantify the platform-specific marginal revenue contribution and how a title drives engagement across the rest of the catalog. Demand can inform decisions on how to optimize the marketing campaign ahead of the show premiere, which can be part of content valuation.
- Demand enables valuing IP globally, as it can provide insights into which content is most popular in a particular market or on a global scale. In the case of "Killing Eve" in Germany during March 2024, the show achieved 9.7 times the audience demand of the average show, indicating exceptional demand. This estimate could inform content valuation, allowing a TV executive to determine how much to spend on content and the value of a content library to a platform over time.
- Demand data can help with decisions concerning supply and demand, such as identifying which types of content exhibit opportunities to acquire or produce, helping content distributors to establish which content is the most in-demand and what new opportunity markets exist for content distribution.
- Demand research allows executives to value content by estimating how much their content is worth to another streaming platform or determine what type of content should be acquired to support global SVOD expansion.
- The use of demand data helps with subscriber acquisition and retention by indicating which titles to buy to keep the current audience happy and what titles to buy if one wants to grow the audience.
- Demand analysis can help in identifying the most popular genres in the local market and target platforms for distribution of the content.
- Demand unravels information about what fans like the most in existing content and how upcoming productions could be optimized for success.
- Congruent to content valuation, demand research can be useful in uncovering under-monetized titles, showing the ability of a series to drive subscriptions and suggesting which additional features to embrace to entice more subscribers.
- Demand allows tactical performance benchmarking against comparable titles and estimate reach in a single region and globally, providing insight into how the show performs when compared to other titles available on the market to help determine whether or not acquisitions are worth it.
- Momentum data provided by a demand analysis can help in evaluating the effectiveness of a marketing campaign before, during and after the shows premiere, whether or not the show is part of the cultural zeitgeist, and how it compares with other shows.
In conclusion, TV executives might have a portfolio of shows up for valuation, distribution, acquisition, programming, or franchise development. Demand analysis towards titles like "Killing Eve" can be valuable in demonstrating how demand data can be used to make more informed decisions, notably in content valuation. The show, "Killing Eve," demonstrates exceptional demand across Germany and other countries, ranking high above the global average and providing insight into how global audiences value it, giving various hints for making strategic content-related decisions.
Killing Eve's travelability to Germany in the last 30 days is 57%, which means that the audience demand for Killing Eve is 57% of the demand in its country of origin, United States. Click through to another market to discover how well Killing Eve travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular BBC America‘s Killing Eve 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 BBC America 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 Killing Eve, 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 April 22, 2024, 2:02 p.m. PST using television demand datasets from Parrot Analytics for Killing Eve in Germany. We provide our partners with comprehensive entertainment industry insight to help them drive better and more informed content marketing strategies. Contact us today to find out more.