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.
If you're a content executive, you need to rely on in-depth data that can inform your decision-making. In this regard, demand data can be extremely useful in helping you make more informed content, acquisition, distribution, and programming decisions. Let's take the case of "Deadwood" for the month of March 2024 in France as an example.
Using Parrot Analytics' content valuation system that is based on demand data is helpful in answering various questions that can benefit your content business. It can help you assess the baseline value of the title, estimate the cannibalization of audiences if the title is available on multiple services, determine how much a series is worth, and assess a TV series' ability to drive subscriptions and mitigate churn.
For instance, using Parrot Analytics' demand data, you can calculate the ROI of "Deadwood" for any given platform. You can also use the data to determine the value of the content library to a platform over time. In addition, the data can provide insights into the series' abilty to drive subscriptions and mitigate churn.
Moreover, demand data can inform scalable concept testing as well. As seen in the analysis, other shows that fans of "Deadwood" also like include "Rick And Morty", "Yellowstone", "South Park", "Westworld", and "True Detective". Content executives can potentially use demand data to learn which elements of existing content fans like the most, and ultimately, optimize upcoming productions for success.
In addition, demand data can be used to value content that is being offered internationally. As seen in the analysis, "Deadwood" has outstanding demand across all platforms worldwide, indicating that it can be potentially valuable to another streaming platform. As such, content executives can leverage demand data to determine how much the content is worth to another streaming platform.
Finally, another way that demand data can be useful has to do with subscriber retention and acquisition. The data shows that "Deadwood" has a 34.7% increased demand in France over the last 30 days. As such, content executives can use demand data to determine which titles to buy to achieve the desired audience growth, retention, and engagement.
Using demand data as a tool for decision making is essential if you're a content executive looking to invest in content properties that could potentially be a great fit for your platform. And as this case study of "Deadwood" for the month of March 2024 in France shows, demand data can be useful in a multitude of ways, from content valuation to international distribution, scalable concept testing, and thoughtful subscriber retention and acquisition strategies.
Deadwood's travelability to France in the last 30 days is 26%, which means that the audience demand for Deadwood is 26% of the demand in its country of origin, United States. Click through to another market to discover how well Deadwood travels internationally.
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Acquire the best shows from partners such as HBO to fortify your competitive position in France. Contact us now to access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles (e.g. Deadwood), 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.
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Our TV audience measurement dataset is truly global. Discover how popular HBO‘s Deadwood 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 HBO 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 Deadwood, for example, can be assessed for a market e.g. France, which can then be benchmarked against genre averages (e.g. Western Drama), using our globally standardized Demand Expressions® metric.
This page has been modified on April 22, 2024, 2 p.m. PST using global television demand data from Parrot Analytics for Deadwood in France. We provide our partners with comprehensive television industry insight to help them drive better and more informed content sales strategies. Contact us today to find out more.