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, you are constantly making decisions regarding content, acquisition, distribution, and programming. These decisions can greatly impact the success of your platform, network, or studio. This is where demand data can assist you in making more informed decisions. Using the example of "Under The Dome", let us explore how demand data can be used to help with various decision-making processes.
1. Content Valuation:
Content valuation uses demand data to answer questions about how much a series is worth, the value of a content library over time, and the value of exclusivity. Parrot Analytics' content valuation system is based on demand data and can reveal the dollar value contribution of any title, to any platform, in any region. Using demand data, you can calculate the ROI a specific title will bring for any given platform. For "Under The Dome", it is important to note that the show's demand has been decreasing recently, but its travelability and longevity are still outstanding.
2. Acquisition:
Demand data can be used to assess a TV series' ability to drive subscriptions and to assess the value of exclusivity. As demand for "Under The Dome" has increased in India by 102.6% during March, it may be worthwhile to consider acquiring the show for the platform in India. By examining the top 10 global markets where "Under The Dome" is most in-demand over the last 30 days, you can make an informed decision about which markets to acquire the show for.
3. Programming:
Demand data can be used to answer questions such as which titles to buy if you want to keep your current audience happy or which titles to buy if you want to grow your audience. In the case of "Under The Dome", it is clear that the show has a dedicated fanbase worldwide, with outstanding demand in markets such as Russia and the United States. By considering the show's reach, or the number of people expressing demand for the show, you can make informed programming decisions about which titles to prioritize.
4. Distribution:
Travelability, or a show's international demand relative to its home market, can inform distribution decisions. For "Under The Dome", its travelability is good, with the show achieving outstanding audience demand across all platforms worldwide. Its demand in India was 30% of the demand in its country of origin, the United States. This could be an indication of the show's potential performance in other international markets.
In summary, demand data can inform and improve various decision-making processes for executives working in the entertainment industry. Using the example of "Under The Dome", we can see how demand data can be used for content valuation, acquisition, programming, and distribution decisions. By analyzing audience demand and engagement across different markets, you can make more informed decisions about which titles to prioritize for your platform, network, or studio.
Under The Dome's travelability to India in the last 30 days is 53%, which means that the audience demand for Under The Dome is 53% of the demand in its country of origin, United States. Click through to another market to discover how well Under The Dome travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular CBS‘s Under The Dome 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 CBS 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 Under The Dome, for example, can be assessed for a market e.g. India, which can then be benchmarked against genre averages (e.g. Sci-fi Drama), using our globally standardized Demand Expressions® metric.
This page has been adjusted on April 22, 2024, 2 p.m. PST using global television demand metrics from Parrot Analytics for Under The Dome in India. We provide our partners with deep content workflows to help them drive better and more informed content licensing strategies. Contact us today to find out more.