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 need to make informed content, acquisition, distribution, and programming decisions. Demand data is a powerful tool that can help you make these decisions. In this article, we will explore how demand data for a popular TV series, "Dexter," can be analyzed using Parrot Analytics' metrics to provide insights relevant to your decision-making process.
Content Value: One question that arises when evaluating a TV series is how much it is worth. Parrot Analytics' content valuation is an economic valuation system that can answer this question. By using demand data, the dollar value contribution of any title to any platform in any region can be revealed. From the analysis of "Dexter," it is evident that demand for the series is outstanding, with audience demand 9.4 times above average in the Netherlands over the last 30 days. It ranks at the 99.2nd percentile in the suspense genre, which means it has higher demand than 99.2% of all suspense titles in the Netherlands. This data can help you value the series in the Dutch market and beyond.
Optimal Release Strategy and Pricing: Another question that arises when evaluating content is what the best release strategy is and how to price it. The analysis of "Dexter" shows the series had a 16.1% increase in demand over the last 30 days compared to the year's average. It also experienced a demand spike in mid-October, indicating a successful release strategy. By examining the top 10 global markets where "Dexter" is most in-demand over the last 30 days, including local white spaces like the Netherlands and the United States, regions with the most global appeal can be identified. This demographic information helps determine the best strategies for release and pricing decisions for the series.
Subscriber Acquisition and Retention: Each time a TV series is acquired, a critical decision point is whether it will help grow or retain your subscriber base. By using demand data, it is possible to gauge a TV series' ability to drive subscriptions and mitigate churn. The analysis of "Dexter" shows an increase in audience demand of 1.2% over the last 30 days in the Netherlands, indicating it may be useful in attracting new subscribers. Based on the extensive fans of "Dexter," it is possible to create affinity analysis to identify the best talent or brand to partner with to expand your audience further.
Pre-Release Marketing: It is essential to optimize the marketing campaign ahead of a premiere. One thing that executives consider is knowing what specific audiences are most interested in the series. From the analysis of "Dexter," it is clear that the series has outstanding demand in suspense genre, indicating that the marketing strategy should target the suspense genre fan base.
Comparative Performance: Knowing how well a show has progressed over time can help make informed content and investment decisions. The analysis shows that while "Dexter" peaked at 12.4 times the average over the year, the peak was at 10.4 times the average over the last 30 days. This points to an increase in the series's popularity over the most recent period.
In conclusion, the analysis of "Dexter" demonstrates how demand data can be used to inform content, acquisition, distribution, and programming decisions. It shows how it can be used for content valuation, optimal release strategy, marketing, subscriber acquisition, comparative performance, and global expansion opportunities across regions. Parrot Analytics combines demand data with its unique metrics to provide insights into a TV series's performance. By leveraging Parrot Analytics' demand data, entertainment executives can confidently make informed decisions that drive success in the industry.
Dexter's travelability to Netherlands in the last 30 days is 51%, which means that the audience demand for Dexter is 51% of the demand in its country of origin, United States. Click through to another market to discover how well Dexter travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Showtime‘s Dexter 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 Netherlands, 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 Showtime 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 Dexter, for example, can be assessed for a market e.g. Netherlands, which can then be benchmarked against genre averages (e.g. Crime Drama), using our globally standardized Demand Expressions® metric.
This page has been altered on Nov. 29, 2023, 1 p.m. PST using global television demand analytics from Parrot Analytics for Dexter in Netherlands. We provide our partners with comprehensive TV series workflows to help them drive better and more informed content distribution strategies. Contact us today to find out more.