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, you need to make content decisions that will engage your audience and drive revenue growth. To make informed decisions, you should leverage audience demand data, which allows you to gauge the popularity of TV shows and predict their success.
Let's take the TV show "Gotham" as a case study. Based on its audience demand data over the last 30 days in Spain, "Gotham" has an exceptional level of demand, 2.9 times the average title in Spain, and ranks at the 96.1 percentile in the drama genre. However, its demand has decreased by 52.7% in January, indicating that you need to closely monitor audience behavior to avoid losing viewers.
You can leverage this data to determine the content valuation of "Gotham". Demand data can be used to estimate the dollar value contribution of any title to any platform in any region. You can calculate the platform-specific marginal revenue contribution, determine the ROI of individual titles, assess their ability to drive subscriptions and mitigate churn, and value content that is being considered for acquisition.
Additionally, you can use audience demand data to inform decisions about shows' supply and demand. By analyzing the data, you can determine which types of content exhibit opportunity for acquisition or production.
Furthermore, you can leverage audience demand data to evaluate the travelability of the show and its potential in other markets. In the case of "Gotham", it has good travelability, since its global audience demand across all platforms is outstanding, and it outperforms the average title in each of the top 10 global markets where it is most in-demand. You may use this data to determine whether or not to distribute the content in more regions, and how well it is likely to perform in those markets.
Finally, you can use audience demand data to drive subscriber retention and acquisition. If you are targeting high audience demand titles like "Gotham", it is more likely to keep existing subscribers engaged and attract new ones.
In conclusion, by using audience demand data effectively, you can gain a deeper understanding of the popularity of TV content and make more informed decisions about acquisition, distribution, and content creation. In the case of "Gotham", although it has shown a great level of demand in Spain, it would be wise to monitor the behavior of the audience and take action to avoid losing viewers, as well as to consider looking at its franchisability for potential spin-offs to continue the success of the franchise.
Gotham's travelability to Spain in the last 30 days is 15%, which means that the audience demand for Gotham is 15% of the demand in its country of origin, United States. Click through to another market to discover how well Gotham travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular FOX‘s Gotham 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 FOX 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 Gotham, for example, can be assessed for a market e.g. Spain, which can then be benchmarked against genre averages (e.g. Superhero Series), using our globally standardized Demand Expressions® metric.
This page has been altered on Feb. 23, 2024, 1:03 p.m. PST using demand datasets from Parrot Analytics for Gotham in Spain. We provide our partners with meaningful television know-how to help them drive better and more informed content sales strategies. Contact us today to find out more.