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 is a powerful tool that can assist entertainment executives in various ways when making content decisions. It can help with content valuation, programming decisions, and acquisitions, among others. With the example of "Humans," let's explore how demand data could guide strategic decision-making.
Content valuation: "Humans" has higher demand than 96.7% of all drama titles in Italy. This high demand is a great indicator of the show's intrinsic value. Executives can utilize demand data to determine the monetary value of the content to their platforms. They can also use demand data to identify the most popular content in their market or globally.
Programming decisions: Through Parrot Analytics demand data, executives can assess a TV series' ability to drive subscriptions and mitigate churn. This information could come in handy when deciding which titles to buy if they want to keep their current audience happy or grow their audience base. Executives could utilize the shows that fans of "Humans" also like, such as "The Wheel Of Time," "Carnival Row," "Foundation," "South Park," and "Black Sails," to fine-tune their audience targeting.
Acquisitions: By examining the top 10 global markets where "Humans" is most in-demand over the last 30 days, executives can determine where to acquire distribution rights or produce content for the international audience. It's useful to note that "Humans" had a significant audience demand of 3.3x in the United Kingdom, making it the show's number one market globally. Other markets like France, the Netherlands, and Australia are also good, indicating potential opportunities for content distribution in those specific theater marketplaces.
Distribution decisions: Demand data can help executives find new opportunity markets for content distribution. It could show that there is growing demand for a show, or highlight the most popular genre in a specific geographic location. Examining the top 10 global markets where "Humans" is most in-demand shows that it outperforms the demand of the average TV show (1x) in each of these markets. This information could be useful when deciding which platforms to target for distribution of the content.
Subscriber acquisition and retention: Demand data demonstrates which titles should be acquired to increase engagement and retain customers. Executives could use demand data to assess how effective a marketing campaign is around a show and track its momentum over time. The data could also show whether a title attracts new subscribers to their platform or has a dedicated but small fandom.
In conclusion, the information gathered from demand data can assist executives in making more informed content decisions. As demonstrated by the example of "Humans," demand data can be used to determine content valuation, guide programming decisions, and aid in acquisitions and distribution decisions. Furthermore, executives can utilize demand data to improve on subscriber acquisition and retention strategies, which consequently converts demand into revenue.
Humans's travelability to Italy in the last 30 days is 90%, which means that the audience demand for Humans is 90% of the demand in its country of origin, United Kingdom. Click through to another market to discover how well Humans travels internationally.
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Acquire the best shows from partners such as Channel 4 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. Humans), 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 Channel 4‘s Humans 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 Channel 4 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 Humans, 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 changed on April 22, 2024, 2:02 p.m. PST using global tv demand data from Parrot Analytics for Humans in Italy. We provide our partners with valuable television series know-how to help them drive better and more informed content licensing strategies. Contact us today to find out more.