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, one of your most significant challenges is assessing the potential success of a TV series accurately. This is where demand data comes in, and a perfect example is the global hit show, "Sanctuary." During the month of October 2023 in Russia, "Sanctuary" had 12.6 times the audience demand of the average show. This indicates that only 2.7% of all TV shows have this level of demand. The show's demand has also increased recently, peaking at 12.9 times the average over the last 30 days, indicating an increase in the show's popularity.
One of the most relevant questions that demand data helps to answer is how effective a marketing campaign has been around a show. In the case of "Sanctuary," there was a demand spike in late October 2023 in Russia. Therefore, this indicates that there was something specific in the show or the marketing that spoke to the Russian audience, resulting in the spike.
Demand data helps executives like you answer questions related to supply and demand, such as what type(s) of content exhibit an opportunity to acquire or produce. For instance, audience demand for "Sanctuary" has decreased by 2.7% in Russia in October 2023 but is still significantly high. This information can help content distributors make decisions on the licensing and distribution of the show.
Demand data also provides insights on what the audience thinks about a show and other content that is similar. In the case of "Sanctuary," other shows that fans of the series also like are "Loki," "Stargate SG-1," "The Mandalorian," "The Sniffer," and "The Winchesters," among others. This type of information can help executives analyze what other types of content will be well received and how the company can leverage this information in its content strategy.
Demand data also informs decisions concerning subscriber acquisition and retention. Based on the demand data obtained, executives can make informed decisions on which titles to buy to keep their current audience happy or grow their audience. For instance, if you are a TV network executive in Russia and interested in appealing to a specific demographic, you can leverage the high demand for "Sanctuary" among this demographic to attract new subscribers.
Demand data is used in content valuation, which helps to determine the monetary value of content. As a content distributor, you can use demand data to determine how much an individual or entire library of series is worth. The Parrot Analytics content valuation system is powered by global content demand and supply, that shows how business executives can apply this content valuation system to any series or library of content.
In conclusion, demand data is critical in informing key decisions relating to content valuation, production, acquisition, distribution, and programming. By incorporating demand data analysis into their decision-making processes, executives can make informed and data-driven decisions that can lead to positive business outcomes. For instance, based on the demand data on "Sanctuary," executives can make informed decisions on the licensing and distribution of the show, which can help grow their audience and retain their current subscribers.
Sanctuary's travelability to Russia in the last 30 days is 285%, which means that the audience demand for Sanctuary is 285% of the demand in its country of origin, Canada. Click through to another market to discover how well Sanctuary travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Syfy Canada‘s Sanctuary 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 Russia, 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 Syfy Canada 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 Sanctuary, for example, can be assessed for a market e.g. Russia, which can then be benchmarked against genre averages (e.g. Sci-fi Drama), using our globally standardized Demand Expressions® metric.
This page has been refreshed on April 22, 2024, 2:02 p.m. PST using demand metrics from Parrot Analytics for Sanctuary in Russia. We provide our partners with valuable TV industry capabilities to help them drive better and more informed content sales strategies. Contact us today to find out more.