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 are always looking for ways to make more informed content, acquisition, distribution, and programming decisions. The good news is that with the help of demand data, you can accomplish this goal. To illustrate this point, let's use the example of the popular TV series "How To With John Wilson" and explore some of the relevant questions that demand data can help answer.
Content Valuation:
One of the fundamental questions that demand data can help answer is how much a TV series is worth. By using Parrot Analytics content valuation system, an executive can determine the dollar value contribution of "How To With John Wilson" to any platform in Spain. From the data, we can see that its demand is good and that it has increased in popularity over the past 30 days. Moreover, it ranks at the 99.8th percentile in the documentary genre, indicating that it has higher demand than 99.8% of all documentary titles in Spain. Taken together, this information can inform an executive's valuation of the series, contextualizing how it ranks in terms of other documentaries on offer.
Subscriber Retention and Acquisition:
Another question that demand data can help answer is how to retain subscribers and acquire new ones. If an executive is interested in retaining current subscribers, they can use demand data to identify the preferred genre of their audience and ensure that the content they acquire aligns with their interests. As an example, fans of "How To With John Wilson" also like "The Curse (US)," "Rick And Morty," "The Bear," "Succession," and "South Park." Similarly, by examining the top 10 global markets where "How To With John Wilson" is most in-demand over the last 30 days, we can identify which countries would benefit from the inclusion of the show in their platform. When it comes to acquiring new subscribers, the executive could use demand data to identify TV series that have a broad audience appeal, such as "How To With John Wilson," which has good demand and a high reach, appealing to a wide group of people.
Supply and Demand Decisions:
Demand data can also help executives make supply and demand decisions. Based on "How To With John Wilson"'s recent performance in Spain, it may be tempting to choose similar documentaries as part of a package deal. However, this decision might overlook the current audience preference. According to the data, the genre is not as popular at the moment as are other genres. Therefore, an executive might use the data to focus on acquiring or producing TV series that exhibit high levels of audience engagement. The high demand in the United States is particularly noteworthy, suggesting it could have greater potential in the North American market.
Optimal Release Strategy and Pricing:
Finally, demand data can help answer questions concerning the appropriate release strategy and pricing. For example, the demand spiked mid-February in Spain. Executives may want to take advantage of that data trend and promote the TV series further to increase demand again. The demand in the Netherlands was also outstanding. This information could be used as inspiration for developing a marketing campaign to ensure it has a similar impact elsewhere. As the TV series heads into subsequent seasons, executives may want to monitor demand trends closely and adjust pricing as needed accordingly to prevent demand from stagnating. Understanding the travelability score could also be useful when determining pricing by outlining how much global appeal the TV title has in comparison with other titles in the genre.
By leveraging demand data, entertainment executives can take the guesswork out of content, acquisition, distribution, and programming decisions. The above scenarios illustrate how examining trends in demand for TV series like "How To With John Wilson" can provide valuable insights into audience preferences and potential ratings. Ultimately, these insights can help executives make smarter and more strategic decisions about the content they choose to produce, acquire, or distribute, with a greater understanding of how demand factors into content valuation.
How To With John Wilson's travelability to Spain in the last 30 days is 64%, which means that the audience demand for How To With John Wilson is 64% of the demand in its country of origin, United States. Click through to another market to discover how well How To With John Wilson travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular HBO‘s How To With John Wilson 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 HBO 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 How To With John Wilson, for example, can be assessed for a market e.g. Spain, which can then be benchmarked against genre averages (e.g. Social Documentary), using our globally standardized Demand Expressions® metric.
This page has been refreshed on March 29, 2024, 4:39 a.m. PST using global tv demand content analytics from Parrot Analytics for How To With John Wilson in Spain. We provide our partners with far-reaching TV industry insight to help them drive better and more informed content licensing strategies. Contact us today to find out more.