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.
Demand data has revolutionized the way entertainment executives make content, acquisition, distribution, and programming decisions. Demand data makes it possible to answer the critical question of how successful a TV show could be before any significant investment is made. In this article, we'll use demand data to analyze "Fleabag" to demonstrate how it helps executives make informed decisions.
Content Valuation: Demand data enables TV executives to ascertain what a show is worth. The Parrot Analytics content valuation system is a model powered by global content demand and supply, which reveals the dollar value a title contributes to any platform, in any region. In weighing the content value of "Fleabag," we can ascertain its peak demand, which exceeds the average title by 7.4 times and the value it adds to a streaming platform by showing the levels of international demand.
Optimal Release Strategy and Pricing: Demographic data informs the best release strategy for content. An analysis of the audience for "Fleabag" reveals that its fandom is wide-ranging. It appeals to various age groups and has a higher demand than 98.2% of all comedy titles in Italy. Therefore, TV executives will have to release the show in a way that accommodates its mainstream appeal.
Subscriber Retention: Executives need to know which titles to select to keep their current audience happy. The popularity growth of "Fleabag" in February (15.9%) suggests it can help executives looking to retain the audience. By subscribing to the best quality content, their current viewership will have no reason to switch service providers.
Travelability: The travelability metric measures a show's international demand relative to its home market. An analysis of "Fleabag" reveals that while its global performance is outstanding across six dimensions, its travelability is exceptional. The show achieved a genuinely global audience, with its demand in Italy accounting for 35% of its demand in the United Kingdom, its home market. This information can assist executives who want to acquire content with global appeal.
Competitive Benchmarking: Demand data helps executives compare content against other titles available in the market. An analysis of the top 10 global markets where "Fleabag" was the most in-demand over the last 30 days shows the show has outstanding audience demand in five countries, while in five other nations, it has good levels of demand. By benchmarking the success of the show against other titles, executives can obtain a sense of whether investing in it is worthwhile.
In conclusion, demand data is an incredibly powerful tool that helps entertainment executives make informed content, acquisition, distribution, and programming decisions. As demonstrated through analyzing "Fleabag," it provides key insights into a show's value, audience demographics, reach, longevity, competitiveness, and much more. With demand data, executives can confidently invest in the right content, acquire titles with global appeal, and retain their current viewership while expanding their audience base.
Fleabag's travelability to Italy in the last 30 days is 42%, which means that the audience demand for Fleabag is 42% of the demand in its country of origin, United Kingdom. Click through to another market to discover how well Fleabag travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular BBC Three‘s Fleabag 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 BBC Three 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 Fleabag, for example, can be assessed for a market e.g. Italy, which can then be benchmarked against genre averages (e.g. Satire), using our globally standardized Demand Expressions® metric.
This page has been updated on March 28, 2024, 3:33 a.m. PST using demand analytics from Parrot Analytics for Fleabag in Italy. We provide our partners with smart TV competencies to help them drive better and more informed content licensing strategies. Contact us today to find out more.