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, the abundance of TV shows available to you can make the selection process overwhelming. This is where demand data comes into play. Analyzing the demand metrics of a TV show can help you make more informed decisions about content valuation, distribution, programming, acquisition, and more. In this article, we’ll analyze the Spanish demand data for “Billions” during March 2024, to demonstrate how demand metrics can help entertainment executives make data-driven decisions.
Content Valuation:
Understanding content value is critical in making decisions about what to produce or acquire. Using demand data, entertainment enablers can determine how much to spend on content. Although decreasing slightly in popularity over the last 30 days, “Billions” had an outstanding demand of 10.0 times the average show in Spain over a 30-day period. This data can be used to analyze the show’s value. Parrot Analytics’ content valuation system, based on global demand data, provides insights into how a TV show’s value is driven by the demand for its stars or genre.
Distribution:
Demand data can help measure a show's popularity in different countries, enabling executives to make informed decisions when distributing content. "Billions" is performing exceptionally well globally, with outstanding demand in each of the top 10 markets where it's most in-demand over the last 30 days. The United States had the highest demand, with 17.7 times the average. The global travelability measure of 31% indicates that approximately one-third of the show’s demand comes from outside the USA, confirming its international appeal.
Programming:
Entertainment executives can use demand data to make programming decisions by analyzing what appeals most to their target audience. For instance, "Billions" had an outstanding audience demand of 31% in Spain, demonstrating its popularity amongst the Spanish audience. Knowing which TV shows are similar to "Billions" and the overlapping audience can assist in programming decisions. For instance, in March, viewers who enjoyed “Billions” also liked “Foundation”, “Outlander”, “Monarch: Legacy Of Monsters”, “Chopped”, “Fargo”, amongst others.
Acquisition:
Demand data can help executives determine the ROI of acquiring or producing specific content. Using Parrot Analytics demand data, entertainment enablers can assess the TV show's ability to drive subscriptions and mitigate churn. In March 2024, the demand for “Billions” in Spain was equivalent to 10.0 times the average show, indicating its potential to drive subscriptions. Parrot Analytics’ content valuation system also reveals the dollar value contribution of any title to any platform, in any region, providing insights into how profitable a TV show can be.
In conclusion, demand data is crucial in making sound decisions that can benefit the entertainment industry. Using the example of “Billions,” we have illustrated how demand data can inform content valuation, distribution, programming, and acquisition decisions. Entertainment executives need to understand the tremendous impact of using demand data in their strategic decision-making process and how it can help them stay ahead in a highly competitive industry.
Billions's travelability to Spain in the last 30 days is 30%, which means that the audience demand for Billions is 30% of the demand in its country of origin, United States. Click through to another market to discover how well Billions travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular SHOWTIME‘s Billions 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 Spain, 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 Billions, for example, can be assessed for a market e.g. Spain, which can then be benchmarked against genre averages (e.g. Legal Drama), using our globally standardized Demand Expressions® metric.
This page has been refreshed on April 22, 2024, 2:02 p.m. PST using demand data from Parrot Analytics for Billions in Spain. We provide our partners with far-reaching media industry capabilities to help them drive better and more informed content licensing strategies. Contact us today to find out more.