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 TV executive, one of your key responsibilities is to make informed decisions about content acquisition, distribution, programming, and content valuation. Demand data can provide valuable insights to help with these decisions. Let's take a look at the demand data for "Eureka" in Italy during February 2024:
- Firstly, "Eureka" has 2.5 times the audience demand of the average show in Italy over the last 30 days, which is good. Only 8.6% of all TV shows have this level of demand. However, compared to its demand over the last 90 days, demand for this show has been decreasing recently.
- "Eureka" achieved the peak rank of #482 in Italy but dropped in its rank by 165 spots during February in Italy.
- "Eureka" ranks at the 98.5th percentile in the romance genre, in February, which means it has higher demand than 98.5% of all romance titles in Italy.
- Other shows that "Eureka" fans also like are "The Mandalorian", "Rick And Morty", "Bob's Burgers", "Stargate SG-1", "Star Trek: Discovery", "Slovo Patsana (Слово Пацана)", "Halo", "Ted Lasso" and "Game Of Thrones".
- During February, audience demand for the show decreased in Italy by 16.4%, but demand spiked in late February 2024 for Italy.
- The Parrot Pulse for "Eureka" provides an independent measure of its global performance across six dimensions. Firstly, the worldwide audience demand across all platforms is good, whilst its travelability is okay. The demand for "Eureka" in Italy was 33% of the demand in its country of origin, the United States. The third dimension is longevity, which measures how well audience demand is maintained over time, and for "Eureka" this is good. Its momentum, the pace of growth, is likewise good. Finally, its franchisability (spin-off potential) is okay, and its reach (the number of people expressing demand for a show) is good.
- Comparing the performance of "Eureka" on a 1-year rolling basis vs. the last 30 days reveals that, although its peak demand was 4.0 times the average over the course of the entire year, it peaked at 3.4 times the average in the last 30 days, indicating an increase in popularity.
- By examining the top 10 global markets where "Eureka" is most in-demand over the last 30 days, we find that this TV series outperforms the demand of the average TV show (1x) in each of these markets:
- The United States is "Eureka"'s number one market globally. The show achieved good audience demand of 5.8x in the United States.
- Ranked second is the Netherlands where demand is good.
- Other markets where demand for "Eureka" is good include Hungary, Turkey, Germany, United Kingdom, South Korea, Canada, and Sweden.
Now that we have analyzed the demand data for "Eureka" in Italy, let's explore how demand data can help TV executives like you make more informed content decisions:
- Content Valuation: Demand data can be used to help determine the value of a TV series or an entire library to a platform over time. Parrot Analytics' content valuation system is powered by global content demand and supply, and it can reveal the dollar value contribution of any title, to any platform, in any region. By using Parrot Analytics' content valuation system, TV executives can calculate how much a specific title will bring to any given platform, assess the TV series' ability to drive subscriptions and mitigate churn, and estimate the value of exclusivity.
- Content Acquisition: Demand data can help determine what type(s) of content exhibit opportunities to acquire or produce, what titles are in-demand globally or locally, and how popular a show is in any market in the world. For instance, the TV executive can delve into the shows that "Eureka" fans also like, such as "The Mandalorian" or "Game of Thrones" and consider these for acquisition.
- Programming decisions: By analyzing the demand data, TV executives can determine the best release strategy and pricing for the content, assess how well the marketing campaign around the show is doing, and optimize future content investments by identifying whitespace opportunities. TV executives can also see that Italy had a spike in demand for "Eureka" in Late February, thus, this peak can be considered to help make programming decisions.
- Distribution decisions: Demand data can help inform platform and network fit. By determining which platforms to target for the distribution of content, TV executives can ensure the highest number of viewership. For example, looking at the above data, as "Eureka" has good demand in most of the western nations such as the United States, Canada, and Germany, but also in some Asian markets like South Korea, it could be distributed on linear networks/distribution platforms in these countries while considering the region-specific demand data.
- Suggestions for content development: With the help of demand data, TV executives can draw insights on which elements of existing content fans like the most and optimize upcoming productions for success. For instance, by analyzing the data, TV executives can see that "Eureka" is ranking in the 98.5th percentile of the romance genre and can ensure the inclusion of such elements in the upcoming production. In addition to this, TV executives can also explore white spaces to uncover unique content that is currently under-addressed and could perform well in the market.
In conclusion, demand data can provide valuable insights into a title's performance across multiple dimensions and ultimately aid TV executives in their decision-making process. By using demand data in the above-suggested ways, TV executives can make informed content, acquisition, programming, and distribution decisions, ultimately resulting in more successful and profitable content.
Eureka's travelability to Italy in the last 30 days is 49%, which means that the audience demand for Eureka is 49% of the demand in its country of origin, United States. Click through to another market to discover how well Eureka travels internationally.
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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 syfy 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 Eureka, for example, can be assessed for a market e.g. Italy, which can then be benchmarked against genre averages (e.g. Sci-fi Drama), using our globally standardized Demand Expressions® metric.
This page has been recreated on March 28, 2024, 8:48 p.m. PST using tv demand content analytics from Parrot Analytics for Eureka in Italy. We provide our partners with essential television industry know-how to help them drive better and more informed content investment strategies. Contact us today to find out more.