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 audience demand for a TV series is critical to making informed decisions about content valuation, acquisition, distribution, and programming. The case of "Outlander" in Spain during March 2024 sheds light on how demand data can be leveraged to make such decisions.
Firstly, content valuation is a key area where demand data comes into play. By using Parrot Analytics' content valuation system, an executive can estimate how much a title is worth and its ROI potential for a given platform. For instance, using demand data, an executive can assess "Outlander's" ability to drive subscriptions and reduce churn, its value as a strategic asset to a streaming platform, and its ability to contribute to a platform's revenue. With "Outlander" being 18.0 times more in demand than the average show in Spain over the last 30 days, it can be estimated that the show is highly valued in Spain and likely to drive subscriptions and revenue for any platform that acquires it.
Secondly, demand data enables optimal acquisition, programming, and distribution decisions. With "Outlander" ranking at the 100.0th percentile in March in the romance genre in Spain, it is clear that the show is resonating with audiences. Executives can leverage such insights to decide which type of content to acquire or produce, how to optimize their release strategy and pricing, and what type of content offers opportunities to increase engagement and retain customers.
Moreover, demand data informs competitive benchmarking, franchisability, momentum, and reach of a TV series. The data suggests that "Outlander" has exceptional franchisability, making it a great candidate for spin-offs or franchises. Additionally, the show's momentum is expanding, and its reach is exceptional, indicating that it has the potential to attract a wide audience and increase engagement.
Finally, executives can use demand data for pre-release marketing, long-term performance assessment, and identifying whitespace opportunities. With "Outlander" exhibiting a 34.1% increase in demand during March compared to February in Spain, executives can optimize their pre-release marketing strategies to increase the show's impact. They can also identify the long-term performance of a series by comparing its demand data on a rolling year basis, as has been done for "Outlander." Evaluating the demand data of different markets can also identify whitespace opportunities to monetize content and maximize future investments.
In conclusion, as an entertainment executive, understanding audience demand for TV series is critical to making informed content, acquisition, distribution, and programming decisions. Leveraging demand data can provide valuable insights into a show's value, franchisability, momentum, and reach, among other things. With "Outlander" being 18.0 times more in demand than the average show in Spain during March 2024, the show is an excellent example of how executives can use demand data to their advantage.
Outlander's travelability to Spain in the last 30 days is 53%, which means that the audience demand for Outlander is 53% of the demand in its country of origin, United States. Click through to another market to discover how well Outlander travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular STARZ‘s Outlander 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 STARZ 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 Outlander, for example, can be assessed for a market e.g. Spain, which can then be benchmarked against genre averages (e.g. Romantic Drama), using our globally standardized Demand Expressions® metric.
This page has been altered on April 22, 2024, 2 p.m. PST using global television demand data from Parrot Analytics for Outlander in Spain. We provide our partners with extensive SVOD know-how to help them drive better and more informed content marketing strategies. Contact us today to find out more.