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 a show's audience demand is crucial in making informed content, acquisition, distribution, and programming decisions. Using "Dexter" as an example, we can see how demand data can reveal valuable insights for strategic planning.
Content Valuation:
One of the most significant benefits of demand data is that it can be used to determine the monetary value of a show. Demand data reveals the dollar value contribution of a title to any platform in any region. When valuing content, demand data can provide answers to questions such as how much a show is worth, how much of its value is driven by demand for a particular star, and what is the value of a content library over time.
International Appeal and Travelability:
Demand data is not limited to a specific region and can provide insights into a show's global appeal. For "Dexter," we can see that its audience demand was stronger in the United States, where it had an outstanding audience demand of 10.6 times the average TV series. In France, demand was also outstanding. Understanding a show's travelability allows executives to evaluate its potential in international markets and adjust their strategies accordingly.
Franchisability:
Demand data can reveal a show's potential for spin-offs and franchises. According to the Parrot Pulse, "Dexter" has outstanding franchisability, highlighting its potential for future monetization opportunities.
Momentum and Longevity:
Demand data can help executives evaluate a show's momentum, which measures the growth rate of audience demand and the rate at which demand is declining. For "Dexter," its momentum is outstanding, indicating that it is gaining popularity. Moreover, by evaluating its longevity, executives can evaluate its sustainability in retaining its audience over time through the show's seasons.
Programming and Acquisition Decisions:
Demand data can provide insights into a show's audience preferences, allowing executives to understand which types and genres of content are resonating with the viewers. For instance, "Dexter" ranks in the 97.8th percentile in the drama genre in Spain, indicating higher demand than 97.8% of all drama titles in Spain, and its top ten most in-demand global markets are countries where other shows that fans of "Dexter" also like have excellent demand levels. This kind of information can be used to inform what types of shows should be in the development pipeline, what tv series should be acquired, what programming strategies should be taken, and which market should be prioritized for roll-out.
Retention and Acquisition:
Use of demand data enables executives to select titles that appeal to their current audience and attract new viewers to their service. For "Dexter," we can see that it has an audience demand 5.3 times greater than the average TV series over the last 30 days in Spain, which shows that it has excellent potential to help retain and acquire subscribers.
In conclusion, demand data is an important tool for executives in the entertainment industry to make informed decisions surrounding content, acquisition, distribution, and programming. Through the example of "Dexter," we can see how valuable insights such as franchisability, longevity, momentum, international appeal, and genre location can help to guide business decisions. Understanding audience demand allows executives to select content that meets the audience's desires and preferences, reduce churn, grow the subscriber base, and maximize revenue.
Dexter's travelability to Spain in the last 30 days is 35%, which means that the audience demand for Dexter is 35% 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 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 Dexter, for example, can be assessed for a market e.g. Spain, which can then be benchmarked against genre averages (e.g. Crime Drama), using our globally standardized Demand Expressions® metric.
This page has been changed on April 22, 2024, 2 p.m. PST using global demand data from Parrot Analytics for Dexter in Spain. We provide our partners with extensive television industry capabilities to help them drive better and more informed content partnership strategies. Contact us today to find out more.