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 know that finding the right content to match the preferences and behaviors of your specific target audience is crucial. This is where demand data, such as that provided by Parrot Analytics, can be invaluable. The following insights from the analysis of "Dragon's Den" in Spain for the month of March 2024 demonstrate how demand data can assist with content decisions and, ultimately, contribute to content valuation:
- Content Valuation uses demand data to answer these questions: How much is my series worth? Using audience demand enables you to calculate content's worth for any title, in any region, for any platform. Demand for "Dragon's Den" in Spain indicates the show is valued at 3.3 times the average TV show in Spain over the last thirty days. On a rolling year basis, "Dragon's Den's" average demand was 0.6 times the average title, indicating increased popularity during the latest 30 days analysis.
- Demand enables valuing IP globally: What content is most popular in my market or on a global scale? "Dragon's Den" outperforms the demand of the average TV show in each of the top ten global markets, with the United Kingdom's audience demand being the highest at 5.9x. Observing sustained popularity over time, as with "Dragon's Den," is a strong indicator of the show's global appeal and translates into strong brand recognition.
- Content valuation leverages Parrot Analytics demand data: By reviewing the data, you can anticipate cannibalization of audiences if the title is available on multiple services, assess the value of exclusivity, assess a TV series' ability to drive subscriptions and mitigate churn, and quantify the platform-specific marginal revenue contribution and how a title drives engagement across the rest of the catalog. In this case, "Dragon's Den" is ranked #526 in Spain, this rank has dropped considerably over March, decreasing by 504 spots, an issue that can be addressed by optimizing content exclusivity or by focusing on additional marketing efforts.
- Demand helps with subscriber acquisition and retention: "Dragon's Den's" audience demonstrated strong demand for the show in Spain during March, indicating viewers engaged with the content. Using audience demand like "Dragon's Den's" to make content decisions can help identify other titles that might resonate with your audience, retaining existing subscribers.
- Content valuation is based on region-specific audience demand data: Understanding the audience demand from different regions enables you to tap into untapped audiences; as with "Dragon's Den," identifying which shows fans appreciate can drive content create additional value like its spin-off series "Dragons' Den (CA)."
Therefore, by utilizing demand data, executives in broadband firms, SVOD platforms, and linear networks will get to understand viewers better and gauge the kind of content that appeals to their audience. This insight is vital in making informed decisions on content acquisition, creation, and distribution. Ultimately, demand data can help as a tool for content valuation.
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Our TV audience measurement dataset is truly global. Discover how popular BBC Two‘s Dragons' Den 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 BBC Two 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 Dragons' Den, for example, can be assessed for a market e.g. Spain, which can then be benchmarked against genre averages (e.g. Business Reality), using our globally standardized Demand Expressions® metric.
This page has been refreshed on May 9, 2024, 10:44 p.m. PST using tv demand analytics from Parrot Analytics for Dragons' Den in Spain. We provide our partners with essential subscription-video-on-demand competencies to help them drive better and more informed content licensing strategies. Contact us today to find out more.