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 decisions about your content, acquisition, distribution, and programming strategies. Demand data can provide critical insights into audience preferences and help you better understand your target audience. In this regard, let us examine the use of demand data to make informed decisions by using the example of "The Equalizer" in Spain in March 2024.
Content Valuation:
Using demand data, content valuation can show how well a TV series is performing in a specific market and the factors contributing to its success. For instance, demand data from Spain shows that "The Equalizer" has been increasing in popularity, with demand 2.9 times higher than average in the last 30 days. This information can help entertainment executives to determine how much a title is worth to a streaming platform, production company, or other interested parties.
Programming Decisions:
Demand data can help you identify what types of content will attract and retain viewers. In the case of "The Equalizer", analysis reveals that the show has higher than average demand in Spain, ranking at the 95.6th percentile in the drama genre during March 2024. This information can help programming executives decide what genres to focus on to acquire new subscribers or retain current ones.
Acquisition Decisions:
Utilizing demand data can help acquisition executives make informed decisions on which titles to acquire or distribute. In the incident of "The Equalizer," we discovered that other shows that fans of "The Equalizer" enjoy include "FBI: International", "NCIS: Hawai'i", "NCIS," and others. Such data can help decision-makers in the industry to identify which content could generate higher engagement from a particular audience.
Distribution Decisions:
Using demand data, executives can map out the markets with a high demand for a title and quantify its potential performance in each market. In the case of "The Equalizer," it achieved outstanding audience demand of 10.6x in the United States with outstanding demand in other significant markets such as Australia, Canada, and South Korea. This information can help distribution executives target specific markets for content distribution.
Season Planning and Strategy:
An understanding of demand data can offer valuable insights into season planning and strategy. For instance, the momentum of "The Equalizer" in Spain increased in March 2024, despite the show dropping in ranking by 590 spots. A rolling year analysis also revealed that the show's demand on a rolling year basis was 1.7 times the title average, while it was 2.9 times higher than the average in the last 30 days. This information could aid production companies in deciding whether to renew a show or cancel it.
In conclusion, demand data provides a wealth of information for entertainment executives. Excitingly, the insights from demand data analyses can inform content valuation, programming, acquisition, distribution, and season planning and strategies. With demand data, entertainment executives can make better-informed decisions, amplifying their companies' profitability and growth eventually.
The Equalizer's travelability to Spain in the last 30 days is 18%, which means that the audience demand for The Equalizer is 18% of the demand in its country of origin, United States. Click through to another market to discover how well The Equalizer travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular CBS‘s The Equalizer 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 CBS 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 Equalizer, for example, can be assessed for a market e.g. Spain, which can then be benchmarked against genre averages (e.g. Mystery Drama), using our globally standardized Demand Expressions® metric.
This page has been modified on April 22, 2024, 2:01 p.m. PST using television demand content from Parrot Analytics for The Equalizer in Spain. We provide our partners with valuable entertainment industry competencies to help them drive better and more informed content sales strategies. Contact us today to find out more.