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, understanding audience demand plays a critical role in making more informed content and acquisition decisions. Demand data provides an independent measure of a show's performance across multiple dimensions, such as its travelability, momentum, longevity, franchisability, and reach. In this article, we will explore how demand data can give entertainment executives a clear insight into the audience demand for a show and how it can be leveraged to make better decisions.
To illustrate this, we will look into the German comedy series, "Stromberg," in March 2024. Over the past 30 days, "Stromberg" has enjoyed 3.5 times the audience demand of an average show in Germany. This information indicates that the show is performing well compared to other titles in the country. Furthermore, this level of demand is achieved by only 8.6% of all TV shows, emphasizing the show's exceptional performance. Despite experiencing a decline in demand over the previous 90 days, the show is still ranking at the 95.8th percentile in the drama genre for the month of March, indicating the show has higher demand than 95.8% of all drama titles in Germany.
In addition to the above, examining the top 10 global markets where "Stromberg" is most in-demand over the last 30 days, we learn that the show outperforms the demand of an average TV show (1x) in each of these markets. Germany is "Stromberg's" number one market globally with an audience demand of 1.0x.
One of the significant benefits of demand data for entertainment executives is that it can help with content valuation. Content valuation enables measuring the dollar value of a title to any platform in any region. By using demand data, we can determine how much a specific title is worth to a streaming platform and its contribution to the platform's economic valuation. Furthermore, it can help answer questions such as how a specific show is performing as an acquisition-driving or churn-reducing title, what the baseline value of a title is, and how to estimate cannibalization of audiences if a title is available on multiple services.
Another valuable insight that entertainment executives can gain from demand data is in programming decisions. For example, by examining the show's performance over the past month, we can analyze "Stromberg"'s momentum, which is the pace of growth of the show's demand. Poor momentum indicates the show's demand is not growing as fast as expected, while okay demand indicates that demand is stable. Furthermore, we can use demand data to identify the top ten shows that fans of "Stromberg" enjoy, such as "The Book of Boba Fett," "Peaky Blinders," and "Better Call Saul," to name a few. This information is helpful in determining which shows the platform can add to retain subscribers.
Demand data can also help in distribution decisions. In the case of "Stromberg," we learn that its travelability is poor. Travelability measures a show's international demand relative to its home market. The show's poor travelability means that it doesn't perform as well in other markets globally as it does in Germany, its home market. Understanding how a show's demand performs in different markets can help executives decide which platforms should be targeted for distribution and which countries may not yield the expected returns.
In conclusion, demand data plays a vital role in helping entertainment executives make informed content, acquisition, distribution, and programming decisions. When combined with other data points, demand data can enable executives to make data-driven decisions, helping them allocate resources more effectively, optimize their marketing campaigns, and expand their audience bases. Entertainment executives need to work with a reliable demand data provider to get a comprehensive view of audience demand as it gives them a competitive edge in today's entertainment industry.
This is Stromberg's home market and therefore its travelability is 100%; the travelability of a TV show's market of origin is always 100%. Click through to another market to discover how well Stromberg travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular ProSieben‘s Stromberg 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 ProSieben 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 Stromberg, for example, can be assessed for a market e.g. Germany, which can then be benchmarked against genre averages (e.g. Comedy Drama), using our globally standardized Demand Expressions® metric.
This page has been reconstructed on April 19, 2024, 2 p.m. PST using television demand metrics from Parrot Analytics for Stromberg in Germany. We provide our partners with far-reaching TV industry insight to help them drive better and more informed content distribution strategies. Contact us today to find out more.