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 a TV executive, you want to make informed decisions about content, acquisition, distribution, and programming to grow your audience and retain your current subscribers. In this article, we will explore how demand data enables you to make those decisions with confidence using a popular British TV show, "On The Buses," as an example.
Content Valuation:
By analyzing audience demand for "On The Buses," we can determine the value of this TV show to a platform in Italy or any other market worldwide. Demand data enables us to answer how much a show is worth, how much of its value is driven by demand for its stars, and how popular a TV program is at any given time. According to our analysis, the demand for "On The Buses" in Italy is 2.6 times the average show in the country, and only 8.6% of all TV shows have this level of demand. Therefore, "On The Buses" is popular and valuable to any platform in Italy. Furthermore, over the last 30 days, the demand for this show has been increasing, which indicates its value is increasing over time.
Programming and Acquisition Decisions:
As a TV executive, you want to understand what your audience is watching to inform your acquisition and programming decisions. For instance, we found that the show's audience demand has increased by 18.5% in Italy during March 2024. We were also able to identify the top 10 global markets where "On The Buses" is most in-demand and found that this TV series outperforms the demand of the average TV show in each of these markets. This information helps you determine if "On The Buses" is an appropriate acquisition for your platform or if you should prioritize other content that might perform better.
Content Distribution:
Demand data also helps you make informed decisions about content distribution. We found that the demand for "On The Buses" in Italy was 18% of the demand in its country of origin, the United Kingdom. In other words, this show is less in-demand in Italy than in its home market. Through our unique travelability measure, a global performance metric, we can identify the international markets where "On The Buses" is most popular and least popular, giving you insights into where to distribute the content for maximum ROI.
Marketing and Subscriber Retention:
Demand data provides insights into the audience behavior that inform your marketing campaigns and retention efforts. For example, we found that the fans of "On The Buses" in Italy also liked "Love & Hip Hop: New York," "North Woods Law,' and others. This insight enables you to target these titles when creating a content package or as a means to retain your current audience. Additionally, we found that the show's momentum, the pace of growth, was likewise outstanding. This information can help optimize your marketing campaign ahead of a premiere, identifying the ideal launch date, and refining your home page recommendations.
In conclusion, Parrot Analytics' demand data can help you make informed content, acquisition, distribution, and programming decisions by providing insights into content valuation, audience behavior, and global market demand. Understanding how your audience behaves helps executives make the best decisions about their business, increases revenues, acquires more subscribers, and retains current subscribers. Our analysis of "On The Buses" gave us these insights, and demand data can do the same for you for a new or existing TV show or movie.
On The Buses's travelability to Italy in the last 30 days is 17%, which means that the audience demand for On The Buses is 17% of the demand in its country of origin, United Kingdom. Click through to another market to discover how well On The Buses travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular ITV‘s On The Buses 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 On The Buses, for example, can be assessed for a market e.g. Italy, which can then be benchmarked against genre averages (e.g. Sitcom), using our globally standardized Demand Expressions® metric.
This page has been renewed on April 18, 2024, 2:04 p.m. PST using demand metrics from Parrot Analytics for On The Buses in Italy. We provide our partners with valuable SVOD insight to help them drive better and more informed content acquisition strategies. Contact us today to find out more.