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.
For entertainment executives looking to make more informed decisions regarding content, acquisition, distribution, and programming, demand data can provide valuable insights. Using the example of "Big Brother: UK" for the month of October 2023 in New Zealand, we can explore how demand data can help executives in this sector make better-informed decisions.
Firstly, content valuation can use demand data to assess a TV series' ability to drive subscriptions and mitigate churn, as well as providing an estimate of its value to a platform. In this case, "Big Brother: UK" has 10.4 times the audience demand of the average show in New Zealand over the last 30 days, indicating that it is a valuable property that could help retain subscribers. The show's demand has also increased recently, which could indicate a growing audience.
Demand data can also be used to determine the level of travelability of a show. Although "Big Brother: UK" is a British show, its demand in New Zealand is 36% of its demand in the UK, which indicates that it has some international appeal. This could be valuable information for distributors looking to license the show to international partners or to appeal to audiences in different markets.
Additionally, demand data can inform programming decisions, by identifying trends and taste clusters, and helping to choose which content types or genres to focus on. For example, examining the top 10 global markets where "Big Brother: UK" is most in-demand shows that the show is outperforming the demand of the average TV show in each market, and is particularly popular in the UK (where demand is outstanding), Ireland, the US, Canada, Australia, and South Africa. By understanding these trends and where the show is most popular, executives can make informed decisions about where to distribute the show and to which markets it will most appeal.
Demand data can also help inform pre-release marketing decisions and provide insights into a show's momentum and Longevity. In the case of "Big Brother: UK", demand for the show has spiked in mid-October 2023 in New Zealand. Meanwhile, the show's momentum and longevity are both exceptional, which may suggest that it will continue to attract and retain audiences over time. This information could be used to inform marketing campaigns and also to determine which other series may be similar in appeal and could be considered for acquisition by a network or platform.
Overall, by using demand data to inform content, acquisition, distribution, and programming decisions, entertainment executives can make more informed decisions that are likely to resonate better with viewers. By delving deeper into demand data for individual shows with high levels of audience demand, such as "Big Brother: UK," executives can gain a wealth of valuable insights that can help guide their decisions and lead to more successful content strategies.
Big Brother: UK's travelability to New Zealand in the last 30 days is 40%, which means that the audience demand for Big Brother: UK is 40% of the demand in its country of origin, United Kingdom. Click through to another market to discover how well Big Brother: UK travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular ITV2‘s Big Brother: UK 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 New Zealand, 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 ITV2 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 Big Brother: UK, for example, can be assessed for a market e.g. New Zealand, which can then be benchmarked against genre averages (e.g. Housemates Reality), using our globally standardized Demand Expressions® metric.
This page has been enhanced on March 29, 2024, 4:40 a.m. PST using tv demand metrics from Parrot Analytics for Big Brother: UK in New Zealand. We provide our partners with valuable subscription-video-on-demand know-how to help them drive better and more informed content marketing strategies. Contact us today to find out more.