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.
Television executives today face a plethora of decisions and challenges when it comes to creating, acquiring, distributing, and promoting new content. Often, there are so many variables in terms of genre, market, budget, cast, and crew to consider that decision makers may struggle to identify the best course of action or predict the potential reaction from the audience.
This is where demand data and Parrot Analytics' content valuation system can provide insights and guidance. As an example, we will use the Spain market data for the TV series "The Dublin Murders" during February 2024. We will take a closer look at how demand data from Parrot Analytics' audience measurement and recommendation technology, known as the Global Content Demand Measurement System, can support executives in making more informed content decisions:
1) Content Valuation: One of the primary uses of demand data is determining the economic value of a TV show to a specific platform. By analyzing audience demand data for each title, decision-makers can evaluate a show's popularity and determine how much they should spend on it. In the case of "The Dublin Murders" in Spain, executives can derive how much value the show has brought to the platform in terms of driving engagement and subscriptions. Furthermore, data on travelability and longevity can provide insights into the global and long-term potential of a show.
2) Genre Targeting: Knowing which genres most resonate with specific audiences is key to devising new content or acquiring content that fits the platform's audience. For example, by examining "The Dublin Murders"'s ranking at the 95.9th percentile in Spain's drama genre, executives can infer the viewer's preferences in Spain drama category, which would help them select other dramas with similar demand levels, or help them to create original dramas that share genre traits with this particular show.
3) Strategic Acquisitions: Using demand data, content distributors can identify opportunities to acquire the rights to specific content by exploring which titles have produced sufficient demand for success on their platform. The list of shows that fans of "The Dublin Murders" also like provided by Parrot Analytics data can inform acquisition strategies to accommodate specific fan clusters.
4) Release Strategy and Marketing Campaigns: One of the biggest challenges for executives is deciding how to release original content on their platform and how to launch an impactful marketing campaign. Understanding when audience demand for specific content spikes is critical to a successful launch. In the case of "The Dublin Murders", where Parrot Analytics data showed demand spiked in late February, executives could optimize their release strategy accordingly. Furthermore, other insights like affinity analysis could help them select the right talent or brand to collaborate with and expand the show's reach.
5) Audience Acquisition and Retention: As acquiring and retaining subscribers is key to the success of OTT platforms and TV networks, leveraging demand data can help identify which titles have higher potential to acquire new subscribers or retain current ones. By analyzing shows that share the same audience base as "The Dublin Murders", executives could better understand viewer preferences and thereby select more appropriate shows for acquisition or creation. By examining the trending insights and the response across multiple platforms and markets, executives can further pinpoint the direction of the target audience that would help them to make decisions about the retention and preferences which must be kept in the mind to keep the current audience engaged.
The insights derived from demand data enables executives to make more informed content decisions in a fast-paced and competitive world. By leveraging Parrot Analytics global content demand measurement to address the questions above, they can drive audience engagement and subscriber acquisition, optimize content production and acquisition, and increase the value of existing content libraries to generate better returns on investment.
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Capture more value from content opportunities in Spain as well as globally. Contact us now to leverage audience profiling, market-based insights, talent scoring and genre clustering to de-risk production investments. Discover new business opportunities in the Drama genre and assess the strengths and weakness of the competition’s content e.g. RTÉ, leading to increased commercial efficiency and ROI.
Support casting decisions with empirical market data for Spain. Contact us now to reveal hidden talent insights, through a combination of affinity and trait analysis, encompassing both global and market-based factors to determine who is truly worth an investment. Discover new business opportunities and assess the strengths and weakness of the competition’s offerings including specific titles such as The Dublin Murders.
Produce with confidence whilst mitigating downside risks. Contact us now to decrease production risks by combining content genome insights with demand data to increase the likelihood of a successful series: Gain deep insights into character, talent, setting, plot, theme and genre preferences, including Drama. Using audience demand data, explore markets such as Spain to discover lucrative new sales opportunities whilst evaluating the expected ROI for new series acquisitions such as The Dublin Murders from partners like RTÉ.
Studios in Spain are now empowered to fuse art with science for the next global hit. Contact us to gain deep insights into target audiences’ character, talent, setting, plot, theme and genre preferences (e.g. Drama) - for both local and global content. Find the best performing concepts with demand-driven concept testing and development. Apply talent demand to gain a holistic view of future content performance, pre-development.
Are you seeking distribution for The Dublin Murders? Lead global content negotiations with authority. Contact us now to discover if you should prioritize markets such as Spain, based on country-specific audience demand - including territories where commercial rights have not yet been granted. Apply a demand-based framework to negotiations with potential distribution partners such as RTÉ to maximize the deal value. Assess the strengths and weakness of the competition’s content, leading to increased commercial efficiency and ROI.
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Acquire the best shows from partners such as RTÉ to fortify your competitive position in Spain. Contact us now to access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles (e.g. The Dublin Murders), including those that have not even been released. Leverage a return-focused selection criteria for title acquisition by incorporating country-specific trend and market demand factors.
Command your Drama genre niche with maximum net subscriber adds. Contact us now to harnesses audience demand data to gain insights for growing and keeping a subscriber base. Leverage a return-focused selection criteria for title acquisition from partners such as RTÉ by incorporating country-specific trend and market demand factors for all markets including Spain. Appeal to the individuality of your audience base, taking into consideration the unique and limitless characteristics of taste clusters.
Deploy high impact entertainment marketing strategies across all genres including Drama. Contact us now to deploy demand-driven marketing, the only empirical earned media measure of your marketing spend. Access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles such as The Dublin Murders, including those that have not even been released. Appeal to your target markets, including Spain, based on audience interests, enabling the personalization of campaigns to capitalize on pre-release demand.
Our TV audience measurement dataset is truly global. Discover how popular RTÉ‘s The Dublin Murders 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 RTÉ 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 The Dublin Murders, for example, can be assessed for a market e.g. Spain, which can then be benchmarked against genre averages (e.g. Crime Drama), using our globally standardized Demand Expressions® metric.
This page has been regenerated on April 22, 2024, 2:03 p.m. PST using global demand data from Parrot Analytics for The Dublin Murders in Spain. We provide our partners with smart television industry know-how to help them drive better and more informed content investment strategies. Contact us today to find out more.