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 demand data is critical to making informed decisions about content acquisition, distribution, and programming. Parrot Analytics' content valuation system uses global content demand and supply to provide an economic valuation of any title across any platform, region, and genre. In this article, we will examine how demand data could help a TV executive make better decisions by using the example of "Last Week Tonight With John Oliver" in Italy for the month of March 2024.
Firstly, using demand data, the executive can assess the value of the "Last Week Tonight With John Oliver" to any platform. The show has 8.7 times the audience demand of the average show in Italy over the last 30 days, which is exceptional and puts it in the 2.7% of all TV shows. However, the demand has been decreasing recently. The show also achieved the peak rank of #98 in Italy during March 2024 and moved up in its rank by 8 spots. Additionally, demand for the show decreased by 4.4% in Italy during March. Using this data, the executive could understand how much to spend on the content, how the content is performing as an acquisition-driving or churn-reducing title, and the baseline value of the title.
Secondly, the executive can value the content globally by using demand data. "Last Week Tonight With John Oliver" has higher demand than 99.7% of all talk-show titles in Italy, indicating its significant popularity in the region. The executive could determine the content's value to other streaming platforms and regions while also assessing the franchise potential. Additionally, demand data can help the executive in making region-specific decisions such as content selection or optimal release strategies.
Thirdly, using demand data, executives can map local whitespace, i.e., uncovering opportunities for developing new genres in specific markets. By examining the top 10 global markets where "Last Week Tonight With John Oliver" is most in-demand, we find that the show outperforms the demand of the average TV show in each of those markets. The United States is "Last Week Tonight With John Oliver"'s number one market globally, where it achieved exceptional audience demand of 25.7x. Similarly, the show has outstanding demand in Canada, Germany, Switzerland, the United Kingdom, the Netherlands, New Zealand, Australia, and Sweden. This data could acquaint the executive with the global demand for content, helping them decide which titles to produce or acquire to support global SVOD expansion.
Fourthly, demand data can help the executive make informed programming decisions, allowing them to understand what elements of the existing content fans like the most, affinities among the audience, and what upcoming productions could be optimized for success. In the case of "Last Week Tonight With John Oliver," we find that fans of the show also like "Star Trek: Lower Decks," "Bob's Burgers," "Saturday Night Live," "The Simpsons," "Family Guy," "For All Mankind," "Loki," "Futurama," and "Star Trek: Strange New Worlds." By analyzing these insights, executives can identify opportunities to acquire or produce similar content and strengthen the platform's programming strategy.
In conclusion, demand data can inform the content valuation process, allowing executives to make more informed decisions. As demonstrated by the example of "Last Week Tonight With John Oliver" in Italy for the month of March 2024, demand data enables executives to determine how much to spend on content, make informed content acquisition or distribution decisions, discover local whitespace, and make programming decisions that resonate with their audience.
Last Week Tonight With John Oliver's travelability to Italy in the last 30 days is 24%, which means that the audience demand for Last Week Tonight With John Oliver is 24% of the demand in its country of origin, United States. Click through to another market to discover how well Last Week Tonight With John Oliver travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular HBO‘s Last Week Tonight With John Oliver 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 HBO 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 Last Week Tonight With John Oliver, for example, can be assessed for a market e.g. Italy, which can then be benchmarked against genre averages (e.g. Late Night Talk Show), using our globally standardized Demand Expressions® metric.
This page has been adjusted on April 22, 2024, 2:03 p.m. PST using global demand datasets from Parrot Analytics for Last Week Tonight With John Oliver in Italy. We provide our partners with extensive television industry insight to help them drive better and more informed content partnership strategies. Contact us today to find out more.