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, a strategic decision-making process requires utilizing data-driven insights to inform content, acquisition, and distribution decisions. One of the most valuable data sources for this is demand data, as provided by Parrot Analytics. Demand data captures global audience interest levels for content, allowing executives to evaluate historical performance, determine current trends, and gain insights into future potential. Using the example of "SKAM España", let's examine some questions executives may have and how demand data can assist them.
- Content valuation: Content owners need to know how much their content is worth to platforms in various regions. Parrot Analytics' content valuation system uses demand data to determine a title's economic value specifically to a platform in any market. As "Skam España" has demand levels that are good and higher than 98.8% of all romance titles in Spain, this information can be used as part of a process of assessing the show's value if it were pitched to another platform.
- Programming decisions: Parrot Analytics demand data allows executives to track audience interests and trends. As an example, the demand for "SKAM España" has been decreasing in recent months in Spain, but demand had increased in late March. Executives can use this information to make programmatic decisions, such as whether to focus on other emerging shows or shift the promotional strategy of "SKAM España" to regain higher demand levels.
- Distribution decisions: Distributors aim to ensure series reach the best platforms to maximize their potential revenue. To determine which platform is a good fit for "SKAM España", executives can refer to audience demand data on the show in various regions globally. In the context of "SKAM España", it has good demand levels in Spain, where it is considered the number one market globally, and okay demand levels in other regions like the United States, Mexico, and Brazil. This information can be used to target platforms that have existing strong viewership in these regions, increasing the probability of "SKAM España" resonating with a larger audience.
- Acquisition decisions: Acquiring content that aligns with audience demand to minimize churn and maximize subscriber acquisition is a priority for platform executives. "SKAM España" profile illustrates how popular the show was and, although demand is decreasing, it still has an audience following. This information can be potent to executives when assessing the value of "SKAM España" or similar shows in terms of attracting and retaining critical subscribers.
- Franchisability: The demand data shows that the spin-off potential or franchisability of "SKAM España" is poor. This can be valuable information as production companies and executives can utilize it for future decision-making processes, such as determining whether or not to invest in a spin-off/sequel of the content in any future productions.
In conclusion, demand data is a valuable tool for any entertainment executive aiming to inform content strategy. It allows executives to answer a range of critical questions relating to content valuation, audience engagement, distribution, acquisition, franchisability, and programming. "SKAM España's" demand statistics as analyzed by Parrot Analytics illustrate both the importance of demand data in shaping a successful content strategy and how it can be effectively applied to assist with decision-making processes by entertainment executives.
This is Skam España's home market and therefore its travelability is 100%; the travelability of a TV show's market of origin is always 100%. Click through to another market to discover how well Skam España travels internationally.
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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 Movistar+ 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 Skam España, for example, can be assessed for a market e.g. Spain, which can then be benchmarked against genre averages (e.g. Teen Drama), using our globally standardized Demand Expressions® metric.
This page has been modified on April 22, 2024, 2 p.m. PST using global demand metrics from Parrot Analytics for Skam España in Spain. We provide our partners with smart subscription-video-on-demand workflows to help them drive better and more informed content sales strategies. Contact us today to find out more.