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 a TV executive, using demand data to make more informed content, acquisition, distribution, and programming decisions is essential. One of the best ways to use demand data is for content valuation. Parrot Analytics' content valuation system is based on demand data, revealing the dollar value contribution of any title, to any platform, in any region. Therefore, it can be used to determine how much to spend on content, calculate the ROI a particular title will bring for any given platform, and assess a series' ability to drive subscriptions and mitigate churn.
For instance, let's look at the case of "Babylon 5" in March 2024 in France. With 3.3 times the audience demand of the average show in France over the last 30 days, demand for "Babylon 5" is good. This shows that "Babylon 5" is highly sought after in France, and its content value is on the high side. The show has been gaining in popularity recently, indicating that the return on investment for purchasing or producing this show would be high.
By comparing the performance of "Babylon 5" on a one-year rolling basis vs the last 30 days, we can see that its peak demand was 5.4 times the average over the entire year, while it peaked at 5.2 times the average in the last 30 days. This implies that the show is still highly valued, hinting at its prospective content value.
Another way demand data can be utilized is in programming decisions. For example, finding shows that fans of "Babylon 5" also appreciate offers an insight into what genres and narratives would appeal to the same viewers. In this respect, fans who liked "Babylon 5" also enjoyed other shows such as "Star Trek: Lower Decks", "The Great British Bake Off", and "Outlander." Similarly, examining the top ten global markets where "Babylon 5" is most in demand over the last 30 days allows for insights on whether the show would have a broader international appeal in other countries; also establishing the show's reach would be beneficial.
Demand data can also help with decisions concerning subscriber retention or acquisition. In the case of "Babylon 5," we can see that its audience demand is decreasing in France. Therefore, to retain this audience, placing ads that are of interest, airing more episodes, or airing reruns could help. Also, great content can attract more subscribers, and since "Babylon 5" has gained in popularity over the last 30 days, it could be an attraction for new subscribers.
In conclusion, demand data is a critical resource that aids in content valuation, programming, acquisitions and distribution decisions, and helps TV executives to make informed decisions. Based on the demand analysis of "Babylon 5" in March 2024 in France, it can be established that the show has a high content value and could attract new audiences; therefore, this show is a worthy investment that could boost a platform's success.
Babylon 5's travelability to France in the last 30 days is 16%, which means that the audience demand for Babylon 5 is 16% of the demand in its country of origin, United States. Click through to another market to discover how well Babylon 5 travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular tnt‘s Babylon 5 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 France, 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 tnt 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 Babylon 5, for example, can be assessed for a market e.g. France, which can then be benchmarked against genre averages (e.g. Sci-fi Drama), using our globally standardized Demand Expressions® metric.
This page has been modified on April 22, 2024, 2:04 p.m. PST using global television demand data from Parrot Analytics for Babylon 5 in France. We provide our partners with deep OTT capabilities to help them drive better and more informed content marketing strategies. Contact us today to find out more.