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 a television executive, one of the key questions you may have is how popular a show is in a given market, or globally. Luckily, demand data derived from a variety of sources can be used to answer these questions. In the case of "Dexter," for example, our data shows that the show has 6.1 times the audience demand of the average show in Italy, which is an excellent sign. This level of demand means that "Dexter" is a valuable asset to any platform that features it. Additionally, through analyzing "Dexter's" demand data, we can also determine that the show has seen a decline in demand over time, indicating that it may be time to consider strategic decisions such as marketing or promotions to maintain its market position.
Another important question that television executives often ask is about audience preferences and new ways to engage their viewers. Through analyzing data regarding the top shows that "Dexter" viewers also watch, we can determine which other shows are popular among its fans. This knowledge could be used to create original programming that taps into their interests or to target the same demographic for specific shows. The data also revealed that demand has spiked in mid-January 2024 for "Dexter" in Italy, further demonstrating the effectiveness of using demand data for strategic decision making.
Beyond informing content programming, demand data can also help executives to determine how much content is worth, and how effective a specific title’s marketing campaign has been. For example, measuring "Dexter's" audience demand over a 1-year rolling basis versus the last 30 days revealed that the show's peak demand had increased by 11.1%, which could indicate the effectiveness of recent marketing campaigns.
Overall, analyzing the show’s demand data can help decision-makers to acquire, produce, or market content to grow their audience. In the case of "Dexter," we can see that the show has a high franchisability potential, and has excellent longevity and reach metrics. This makes the show an ideal candidate for spin-offs or for licensing to other platforms or markets. Additionally, through examining data on the top 10 global markets, we can see that "Dexter" is popular across the board, and is an ideal show for global expansion for any SVOD platform or linear network.
From content valuation to retention, demand data remains a critical tool for any television executive looking to make strategic decisions in an increasingly competitive and fast-evolving industry. By using Parrot Analytics' tools, executives can make informed decisions that move the needle on their businesses and provide long-lasting benefits.
Dexter's travelability to Italy in the last 30 days is 37%, which means that the audience demand for Dexter is 37% of the demand in its country of origin, United States. Click through to another market to discover how well Dexter travels internationally.
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Acquire the best shows from partners such as SHOWTIME to fortify your competitive position in Italy. Contact us now to access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles (e.g. Dexter), 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 SHOWTIME‘s Dexter 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 Italy, 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 SHOWTIME 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 Dexter, for example, can be assessed for a market e.g. Italy, which can then be benchmarked against genre averages (e.g. Crime Drama), using our globally standardized Demand Expressions® metric.
This page has been updated on Feb. 28, 2024, 1 p.m. PST using global demand metrics from Parrot Analytics for Dexter in Italy. We provide our partners with valuable entertainment industry know-how to help them drive better and more informed content advertising strategies. Contact us today to find out more.