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.
Welcome to the world of data-driven entertainment, where every strategic decision of executives is supported and powered by insights derived from demand data. In this article, we’ll take a closer look at how demand data helps entertainment executives make more informed content decisions using the example of "Gomorrah" in France during March 2024.
Content Valuation: The first step in developing a content strategy is understanding the value of that content. Parrot Analytics content valuation system is based on demand data and reveals the dollar value contribution of any title, to any platform, in any region. Using this system, executives can quantify the platform-specific marginal revenue contribution and how a title drives engagement across the rest of the catalog. For instance, with 14.0 times the audience demand of the average show in France over the last 30 days, demand for "Gomorrah" is outstanding. This means executives can determine how valuable "Gomorrah" is and how it adds up to the platform's overall content strategy. The show ranked #69 in France, moving up by 9 spots during March. Moreover, "Gomorrah" has higher demand than 99.6% of all drama titles in France, indicating its immense value as a premium drama series.
Subscriber Acquisition and Retention: One of the primary goals for any entertainment executive is to grow their audience base and retain existing customers. By using demand data, executives can determine which titles to acquire or produce to achieve these goals. For instance, executives can use the above demand data to make decisions like which titles should be bought to keep the current audience happy and which titles should be acquired to grow the audience. Additionally, executives can use demand data to estimate the cannibalization of audiences if a title is available on multiple services, and calculate the ROI a specific title will bring for any given platform. Furthermore, executives can assess a TV series' ability to drive subscriptions and mitigate churn using this data.
Platform-Specific Strategic Decisions: Each platform has a unique audience and content demand profile that requires tailored content strategies. Using demand data, executives can identify the most popular genres within a platform's region and the most preferred shows for the platform's audience. For instance, by examining the top 10 global markets where "Gomorrah" is most in-demand over the last 30 days, we find that the show outperforms the demand of the average TV show (1x) in each of these markets. Italy has the highest demand for the show globally, followed by France, Switzerland, Sweden, the United Kingdom, the United States, Bulgaria, Netherlands, and Belgium. From this data, executives can make platform-specific strategic decisions and create more personalized content strategies.
Optimized Marketing and Release Strategy: Subscribers are constantly looking for new shows to watch, and platforms must release new content regularly to retain its audience base. Executives can use demand data to help optimize marketing campaigns ahead of premieres and determine the best release strategy for the content.
Franchisability: Using demand data, executives can determine a show's potential for spin-offs or creating franchises. With good franchisability ratings for "Gomorrah," executives can investigate the show's ability to create additional revenue streams by developing IP into a brand, franchise, or spin-off.
In conclusion, demand data is revolutionizing the entertainment industry, enabling entertainment executives to make better-informed decisions. From content valuation to subscriber acquisition and retention, platform-specific strategic decisions, optimized marketing, and release strategies, and even exploring franchisability, demand data has proven to be a valuable asset for executives in the industry. "Gomorrah's" demand data is an excellent example of how using data can aid industry professionals in making well-informed decisions.
Gomorrah's travelability to France in the last 30 days is 52%, which means that the audience demand for Gomorrah is 52% of the demand in its country of origin, Italy. Click through to another market to discover how well Gomorrah travels internationally.
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Acquire the best shows from partners such as Sky Atlantic 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. Gomorrah), 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 Sky Atlantic by incorporating country-specific trend and market demand factors for all markets including France. 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 Gomorrah, including those that have not even been released. Appeal to your target markets, including France, 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 Sky Atlantic‘s Gomorrah 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 Sky Atlantic 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 Gomorrah, for example, can be assessed for a market e.g. France, which can then be benchmarked against genre averages (e.g. Crime Drama), using our globally standardized Demand Expressions® metric.
This page has been renewed on April 19, 2024, 2 p.m. PST using demand datasets from Parrot Analytics for Gomorrah in France. We provide our partners with valuable OTT insight to help them drive better and more informed content advertising strategies. Contact us today to find out more.