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 can harness the power of demand data in various ways, and the case study of "Grantchester" in Italy in February 2024 provides some insights. Firstly, Parrot Analytics' content valuation system uses demand data to reveal the dollar value contribution of any title, to any platform, in any region. Therefore, if you are considering acquiring or producing content, demand data can help you make informed choices on the content to invest in.
Additionally, demand data empowers you to map local whitespaces by analyzing the most popular genres in your local market. For instance, "Grantchester" ranks at the 98.4th percentile in the drama genre in February 2024 in Italy, which means it has higher demand than 98.4% of all drama titles in Italy. This information can guide you on the types of content to produce or acquire for that region.
Furthermore, you can use demand data to optimize your release strategy and pricing. If you analyze demand trends for a particular show, you can determine the best time to release it to maximize engagement. It also enables you to determine pricing based on how much a content library is worth to a platform over time.
Demand data also uncovers under-monetized titles by identifying new opportunity markets for content distribution. For instance, if you know that "Grantchester" has good audience demand in markets such as Australia, Russia, the United States, and others, you can explore how to distribute it more efficiently in those markets, creating additional revenue streams.
Momentum, one of the six dimensions of Parrot Pulse, provides an independent measure of a show's global performance, and for Grantchester, the pace of growth is outstanding, meaning its marketing campaign has been effective. Therefore, you can use demand data to assess the effectiveness of your marketing campaign around a show and compare it to other shows.
Finally, demand data helps to answer essential questions such as the value of a content library to a platform over time, a title's ability to drive subscriptions and mitigate churn, and how popular a show is in various markets worldwide. By analyzing demand data, you can make informed programming decisions that lead to higher engagement and better revenue streams.
Grantchester's travelability to Italy in the last 30 days is 70%, which means that the audience demand for Grantchester is 70% of the demand in its country of origin, United Kingdom. Click through to another market to discover how well Grantchester travels internationally.
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Capture more value from content opportunities in Italy 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. ITV, leading to increased commercial efficiency and ROI.
Support casting decisions with empirical market data for Italy. 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 Grantchester.
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 Italy to discover lucrative new sales opportunities whilst evaluating the expected ROI for new series acquisitions such as Grantchester from partners like ITV.
Studios in Italy 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 Grantchester? Lead global content negotiations with authority. Contact us now to discover if you should prioritize markets such as Italy, 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 ITV 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 Italy. Contact us now to leverage a return-focused selection criteria for title acquisition from ITV 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 Grantchester. 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 ITV 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. Grantchester), 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 ITV by incorporating country-specific trend and market demand factors for all markets including Italy. 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 Grantchester, including those that have not even been released. Appeal to your target markets, including Italy, 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 ITV‘s Grantchester 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 ITV 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 Grantchester, for example, can be assessed for a market e.g. Italy, which can then be benchmarked against genre averages (e.g. Mystery Drama), using our globally standardized Demand Expressions® metric.
This page has been modified on March 28, 2024, 11:10 p.m. PST using global tv demand analytics from Parrot Analytics for Grantchester in Italy. We provide our partners with deep entertainment industry know-how to help them drive better and more informed content marketing strategies. Contact us today to find out more.