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, understanding audience demand is crucial for making informed content decisions, including content valuation, acquisition, distribution, and programming decisions. Parrot Analytics would like to share how demand data can help in making content decisions by using the example of "Heels," the popular TV series that aired in Italy in January 2024.
Content valuation is key to any platform, and demand data can provide insights into the dollar value contribution of any title. By analyzing the demand data for "Heels," we observe that it has 2.5 times the audience demand of the average show in Italy over the last 30 days, and only 8.6% of all TV shows have this level of demand. Further analysis of its demand over the last 90 days reveals that demand for this show has been decreasing recently. Understanding how a title drives engagement across a catalog is key to understanding its platform-specific marginal revenue contribution.
Another essential area in which audience demand can be used to make informed decisions is identifying scalable concepts. By identifying the most popular genres in a local market, new content can be created optimized for success. We can see that "Heels" ranks in the 98.2th percentile in the sports genre, higher than 98.2% of all sports titles in Italy. This information can help an executive with decision-making concerning supply and demand, assessing the spin-off potential and franchisability of existing content.
It is essential to determine how much to spend on content or assess the value of packages available for acquisition. By using demand data, one can calculate the ROI of a specific title that a platform will bring. For instance, through the demand data for "Heels," a TV executive can determine its ability to drive subscriptions and its potential to mitigate churn across territories. An additional level of analysis on travelability data aims to help content producers know which content to produce or acquire for supporting global SVOD expansion.
Understanding the audience's taste clusters is also vital for making informed content decisions, especially in a crowded market. By identifying other shows that the fans of "Heels" also like, an executive can determine the type of content that resonates with the audience and create more of such programming. Demands also help subscriber acquisition and retention by identifying which titles should be picked to attract new subscriptions and retain existing subscribers.
Finally, demand data can uncover under-monetized titles, optimize pre-release marketing, and enable a competitive benchmarking analysis. It can show where in the world a show is in-demand and how popular it is relative to the market average, answering an essential question of whether a show is part of the cultural zeitgeist or not. A competitive benchmarking analysis of "Heels" showed that when compared to other TV shows in its genre, it had a higher demand in every country in which it aired with outstanding audience demand of 7.6x in the United States.
In conclusion, executives can use demand data to answer several questions concerning the value of a content library, how much to spend on content, how to retain and acquire subscribers, how to identify scalable concepts, and franchisability or travelability of existing content. Understanding audience demand through demand data is key to making informed decisions related to content valuation, acquisition, distribution, and programming.
Heels's travelability to Italy in the last 30 days is 32%, which means that the audience demand for Heels is 32% of the demand in its country of origin, United States. Click through to another market to discover how well Heels travels internationally.
Answer one question and put our thinking to work on your challenges.
Who are you in the industry?
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. STARZ, 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 Heels.
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 Heels from partners like STARZ.
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 Heels? 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 STARZ 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 STARZ 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 Heels. 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 STARZ 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. Heels), 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 STARZ 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 Heels, 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 STARZ‘s Heels 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 STARZ 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 Heels, for example, can be assessed for a market e.g. Italy, which can then be benchmarked against genre averages (e.g. Action Drama), using our globally standardized Demand Expressions® metric.
This page has been adjusted on March 29, 2024, 2:50 a.m. PST using television demand analytics from Parrot Analytics for Heels in Italy. We provide our partners with comprehensive entertainment industry analyses to help them drive better and more informed content acquisition strategies. Contact us today to find out more.