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.
Entertainment executives can leverage demand data to make more informed content, acquisition, distribution and programming decisions. Using the example of "Skins" and the provided data set, several insights can be gleaned. By evaluating the show's demand in India, executives can determine how much the show is worth in that specific market or region.
For instance, "Skins" has 2.4 times the audience demand of the average show in India over the last 30 days, indicating that the show is doing well in that market. It is important to note that only 8.6% of all TV shows have this level of demand. As demand for the show is increasing, a platform or network can determine if they should invest more in this show to maximize its potential.
The show has achieved a peak rank of #420 in India, and its present rank provides an opportunity to assess how it can be better promoted for better visibility. For instance, the higher demand in the comedy genre compared to 96.3% of all comedy titles in India suggests tacit audience preferences that executives can leverage. Further, knowing that demand for the show has decreased by 29.8% in April, a platform can evaluate the reasons for the decline and make strategic decisions to re-engage the show's audience.
Additionally, executives can examine the Parrot Pulse metrics, which provide independent measures of a show's global performance across six dimensions. The show has good worldwide audience demand across all platforms and is highly rated for longevity, momentum, franchisability and reach. Directors, producers and distributors can use these metrics as a guide when considering international distribution deals. Similarly, executives can examine the show's travelability, which measures a show's international demand relative to its home market. With a good travelability score, executives can determine the show's international expansion potential.
Furthermore, executives can investigate audience taste clusters to determine preferred genres or themes for future content. They can also use the show's viewing data to make more informed content acquisition decisions. Knowing that "Skins" is performing well across several global markets, a distributor can determine where the show can be sold to earn the highest return on investment. Similarly, when utilizing the content valuation system powered by global content demand and supply, executives can quantify the platform-specific marginal revenue contribution and evaluate how a title drives engagement across the rest of the catalog using demand data.
Finally, executives can use the detailed insights provided by the demand data to optimize release strategy and pricing for a show. Knowing that demand for the show spiked in late April 2024 for India, executives can devise a plan for the promotion of the show's next season. Likewise, measuring how effective "Skins" marketing campaign was around the show can guide decisions on how to market future content.
In conclusion, demand data is crucial to making strategic content, acquisition, distribution and programming decisions. Through the use of Parrot Analytics' content valuation system, executives can estimate how much to spend on content, how much value a content library has to a platform over time, and the ROI a specific title will bring for any given platform. By leveraging demand data, entertainment executives can optimize their decisions and remain ahead of their competition in this fast-moving industry.
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. E4, 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 Skins.
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 Skins from partners like E4.
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 Skins? 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 E4 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 E4 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 Skins. 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 E4 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. Skins), 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 E4 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 Skins, 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 E4‘s Skins 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 E4 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 Skins, for example, can be assessed for a market e.g. India, which can then be benchmarked against genre averages (e.g. Teen Drama), using our globally standardized Demand Expressions® metric.
This page has been enhanced on April 22, 2024, 2:02 p.m. PST using tv demand data from Parrot Analytics for Skins in India. We provide our partners with comprehensive TV series analyses to help them drive better and more informed content partnership strategies. Contact us today to find out more.