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, understanding the demand for content can help you make informed decisions related to content acquisition, distribution, programming, and valuation. Using the example of "Downton Abbey," let's explore how demand data can aid in strategic decision-making.
Firstly, content valuation uses demand data to answer the question of how much a series is worth. In this case, "Downton Abbey" has 2.7 times the audience demand of the average show in India over the last 30 days, indicating its value. The show also has a good travelability score, meaning it has international demand relative to its home market.
Demand data can also uncover opportunities for acquisition or production. By analyzing shows that fans of "Downton Abbey" also like, such as "The Crown" or "60 Days In," an executive can identify the type of content that resonates with their audience.
Subscriber acquisition and retention is another vital consideration. By knowing which titles attract or keep audiences engaged, you can make informed programming decisions aimed at acquiring or keeping customers. In this instance, "Downton Abbey" has an outstanding longevity score, meaning its audience demand has been maintained over time. However, during January 2024, the audience demand for the show decreased by 64.3% in India. As a result, the executive can use this information to make changes to the programming strategy and ensure that the audience remains engaged.
Demand also helps executives with decisions concerning supply and demand. By knowing what type or genre of content exhibits the opportunity to acquire or produce, executives can make informed programming or acquisition decisions. In the case of "Downton Abbey," its performance in 10 global markets, including the United Kingdom and the United States, indicates the show has an outstanding audience demand.
Finally, pre-release marketing can be optimized by using the findings of a demand data analysis. By learning about the audience's taste clusters, executives can make strategic decisions about which marketing campaigns will be most effective in promoting the show.
In conclusion, demand data offers an invaluable insight into the performance of a show, enabling executives to optimize the content acquisition, distribution, programming, and valuation. Using "Downton Abbey" as an example, it is clear that executives can use insights gleaned from demand data to make informed decisions in line with their strategy.
Downton Abbey's travelability to India in the last 30 days is 11%, which means that the audience demand for Downton Abbey is 11% of the demand in its country of origin, United Kingdom. Click through to another market to discover how well Downton Abbey travels internationally.
Answer one question and put our thinking to work on your challenges.
Who are you in the industry?
Capture more value from content opportunities in India as well as globally. Contact us now to leverage audience profiling, market-based insights, talent scoring and genre clustering to de-risk production investments. Discover new business opportunities in the Drama genre and assess the strengths and weakness of the competition’s content e.g. ITV, leading to increased commercial efficiency and ROI.
Support casting decisions with empirical market data for India. Contact us now to reveal hidden talent insights, through a combination of affinity and trait analysis, encompassing both global and market-based factors to determine who is truly worth an investment. Discover new business opportunities and assess the strengths and weakness of the competition’s offerings including specific titles such as Downton Abbey.
Produce with confidence whilst mitigating downside risks. Contact us now to decrease production risks by combining content genome insights with demand data to increase the likelihood of a successful series: Gain deep insights into character, talent, setting, plot, theme and genre preferences, including Drama. Using audience demand data, explore markets such as India to discover lucrative new sales opportunities whilst evaluating the expected ROI for new series acquisitions such as Downton Abbey from partners like ITV.
Studios in India are now empowered to fuse art with science for the next global hit. Contact us to gain deep insights into target audiences’ character, talent, setting, plot, theme and genre preferences (e.g. Drama) - for both local and global content. Find the best performing concepts with demand-driven concept testing and development. Apply talent demand to gain a holistic view of future content performance, pre-development.
Are you seeking distribution for Downton Abbey? Lead global content negotiations with authority. Contact us now to discover if you should prioritize markets such as India, based on country-specific audience demand - including territories where commercial rights have not yet been granted. Apply a demand-based framework to negotiations with potential distribution partners such as ITV to maximize the deal value. Assess the strengths and weakness of the competition’s content, leading to increased commercial efficiency and ROI.
Maximize advertising revenues from new audiences in India. Contact us now to leverage a return-focused selection criteria for title acquisition from ITV by incorporating country-specific trend and market demand factors. Appeal to audience interests using demand-driven advertising and personalize campaigns to capitalize on pre-release demand for specific titles such as Downton Abbey. Access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles that have not even been released.
Acquire the best shows from partners such as ITV to fortify your competitive position in India. Contact us now to access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles (e.g. Downton Abbey), 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 ITV by incorporating country-specific trend and market demand factors for all markets including India. 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 Downton Abbey, including those that have not even been released. Appeal to your target markets, including India, 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 ITV‘s Downton Abbey 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 India, 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 ITV 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 Downton Abbey, for example, can be assessed for a market e.g. India, which can then be benchmarked against genre averages (e.g. Period Drama), using our globally standardized Demand Expressions® metric.
This page has been changed on April 22, 2024, 2 p.m. PST using tv demand analytics from Parrot Analytics for Downton Abbey in India. We provide our partners with smart television expertise to help them drive better and more informed content partnership strategies. Contact us today to find out more.