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 can use demand data and Parrot Analytics' content valuation system to help make more informed decisions about content, acquisition, distribution, and programming. For example, demand data can help you answer questions like how popular a show is, what type of content exhibit opportunities for acquisition or production, which platforms to target for distribution, and what release strategy and pricing would be best for your content.
"The Wire" provides an excellent case study in how to use demand data and content valuation for strategic decision-making. Firstly, the show has outstanding demand in Russia, with 12.0 times the audience demand of the average show in Russia over the last 30 days. This indicates that "The Wire" has high economic value to Russian audiences. The content valuation system can help place a dollar value on this demand and estimate "The Wire's" contribution to any platform or SVOD service in Russia.
One way to approach content decisions would be to compare the performance of "The Wire" on a rolling year basis vs. the last 30 days. This reveals that "The Wire" has increased in popularity over the last 30 days, with a peak demand of 14.0 times the average compared to 12.0 times on a rolling year basis. This could mean that there is an opportunity to invest in the show in Russia by acquiring additional rights or creating local adaptations or spin-offs.
Another way to use demand data is to look at the top 10 global markets where "The Wire" is most in-demand over the last 30 days. This can help you identify regions where "The Wire" could be most valuable and where to prioritize distribution efforts based on international demand. For example, "The Wire" outperforms the demand of the average TV show in each market, with the United States being the number one market globally. The show achieved outstanding audience demand of 12.0x in the United States, followed by Russia, the UK, Spain, France, Canada, China, the Netherlands, and Germany.
Demand data can also inform programming decisions for "The Wire" by revealing insights into its audience. For example, other shows that "The Wire" fans enjoy are "South Park", "Rick And Morty", and "Better Call Saul." This information can guide decisions about cross-promotion, targeting specific audience segments, and developing content with similar themes, genres, or talent.
In conclusion, demand data provides valuable insights to TV executives looking to make more informed content, acquisition, distribution, and programming decisions. In the case of "The Wire," outstanding demand in Russia and globally, high travelability, and exceptional franchisability and longevity indicate that the show has high economic value and potential for investment and expansion. With Parrot Analytics' content valuation system, demand data can be translated into dollar values that help identify potential returns on investment and inform strategic decision-making.
The Wire's travelability to Russia in the last 30 days is 55%, which means that the audience demand for The Wire is 55% of the demand in its country of origin, United States. Click through to another market to discover how well The Wire travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular HBO‘s The Wire 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 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 The Wire, for example, can be assessed for a market e.g. Russia, which can then be benchmarked against genre averages (e.g. Crime Drama), using our globally standardized Demand Expressions® metric.
This page has been modified on April 18, 2024, 2 p.m. PST using television demand datasets from Parrot Analytics for The Wire in Russia. We provide our partners with valuable television series capabilities to help them drive better and more informed content licensing strategies. Contact us today to find out more.