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 know that content valuation is crucial in making informed content decisions. One way that demand data can help you is by valuing your content based on its performance. Using "The IT Crowd" as an example, we can see that the show's demand has been good over the last 30 days, with 2.1 times the audience demand of the average show in Spain. This information can inform content valuation by showing the dollar value contribution of any title, to any platform, in any region. You can see how profitable your content is on any given platform, in any region, and assess the ROI of any specific title.
In addition, content valuation can help you answer questions related to acquisition and distribution decisions. As we can see with "The IT Crowd," the show has higher demand than 95.8% of all comedy titles in Spain, which means that it has the potential to drive more subscriptions or retain current subscribers on a streaming platform. You can use demand data to determine if a title is acquisition-driving or churn-reducing, or how it can improve the already established content library of a platform.
Demand data also informs programming decisions. For example, comparing the performance of "The IT Crowd" on a 1-year rolling basis versus the last 30 days shows that its popularity increased by 61.7%. This information could be useful in tailoring the programming efforts to boost the show's recent success on the platform further and further engage the audience.
Moreover, demand data enables franchise and spinoff potential analysis. Per the data, "The IT Crowd's" franchisability (spin-off potential) is good, indicating that creating a spin-off show could be a smart decision to expand the reach of its intellectual property. On the other hand, its travelability to countries beyond the United Kingdom is good, showing that the show could perform well on a global scale.
Finally, demand data can aid in optimization decisions. As we can see here, the show's demand spiked in late February 2024 in Spain. An executive who would read this information could choose to optimize their marketing campaign ahead of the shows' premiere on their platform or program it in a way that the show gains the most audience and increased its momentum. Demand data also helps with decisions concerning supply and demand, as it can assist in identifying the types of content that exhibit the opportunity to acquire or produce content that will captivate and retain viewers.
Overall, these are a few examples of how demand data can help entertainment executives make more informed content-related decisions and maximize their profits. It allows you to determine the dollar value of any title, assess the viability of exclusivity, quantify the platform-specific marginal revenue contribution, and inform decisions related to subscriber acquisition and retention by showing what type of content should be acquired or produced to captivate a wide range of audience globally or the platform in question.
The IT Crowd's travelability to Spain in the last 30 days is 21%, which means that the audience demand for The IT Crowd is 21% of the demand in its country of origin, United Kingdom. Click through to another market to discover how well The IT Crowd travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Channel 4‘s The IT Crowd 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 Channel 4 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 IT Crowd, for example, can be assessed for a market e.g. Spain, which can then be benchmarked against genre averages (e.g. Sitcom), using our globally standardized Demand Expressions® metric.
This page has been enhanced on April 22, 2024, 2:02 p.m. PST using tv demand content analytics from Parrot Analytics for The IT Crowd in Spain. We provide our partners with far-reaching television know-how to help them drive better and more informed content sales strategies. Contact us today to find out more.