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, having access to demand data can help to make more informed content, acquisition, distribution, and programming decisions. In this case, let's take a look at "Last Week Tonight With John Oliver" for the month of October 2023 in Sweden to illustrate how demand data can help in decision-making processes.
One major benefit of using demand data is for content valuation. Using demand data, a company can quantify the platform-specific marginal revenue contribution and how a title drives engagement across the rest of the catalog. With the data from Parrot Analytics, we see that "Last Week Tonight With John Oliver" has 17.7 times the audience demand in Sweden in the last 30 days, which is outstanding compared to the average show, and only 2.7% of all TV shows have this level of demand. Additionally, demand for the show has increased recently from 12.8 times the average over the last 90 days to 17.7 times in the last 30 days, indicating that the show's popularity is increasing in Sweden.
Using demand data also allows for the identification of audience preferences in a given market. For example, we can see from the Parrot Pulse that "Last Week Tonight With John Oliver" has higher demand than 100.0% of all reality titles in Sweden and is ranked at the 100.0th percentile in the reality genre in October. This data can be used to create more targeted content that resonates with a specific audience, in this case, a Swedish audience interested in reality content.
Audience demand data can also help in identifying similar titles to cross-promote on a platform. According to the Parrot Analytics data, other shows that fans of "Last Week Tonight With John Oliver" also like are "Star Trek: Lower Decks", "Family Guy", "Loki," and "The Simpsons," among others. By identifying these similar titles, an entertainment executive could have a better understanding of what users in that market are interested in and how to better promote their shows, increase user engagement, and mitigate churn.
Lastly, demand data can help inform strategic decisions, including distribution and acquisition. For example, by examining the top 10 global markets where "Last Week Tonight With John Oliver" is most in-demand over the last 30 days, we find that this TV series outperforms the demand of the average TV show (1x) in each of these markets. The United States is "Last Week Tonight With John Oliver"'s number one market globally, and the show achieved exceptional audience demand of 27.5x in the United States. Based on this data, the show could be an excellent acquisition or distribution opportunity in these markets. Moreover, it is essential to note that the show has lower demand in Sweden (43% than in its country of origin). This data could prompt entertainment executives to re-evaluate their distribution strategy or adjust their content for maximum demand in Sweden.
In summary, demand data can provide entertainment executives with valuable insights into audience preferences, content value, and strategic planning. By analyzing data on shows like "Last Week Tonight With John Oliver," we see how Parrot Analytics provides detailed information on a show's performance, its potential for cross-promotion, and the best markets for distribution opportunities. As a result, executives can make more informed decisions about content valuation, distribution, programming and acquisition and create targeted content for specific markets that resonate with their audiences.
Last Week Tonight With John Oliver's travelability to Sweden in the last 30 days is 43%, which means that the audience demand for Last Week Tonight With John Oliver is 43% of the demand in its country of origin, United States. Click through to another market to discover how well Last Week Tonight With John Oliver travels internationally.
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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 Sweden, 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 Last Week Tonight With John Oliver, for example, can be assessed for a market e.g. Sweden, which can then be benchmarked against genre averages (e.g. Late Night Talk Show), using our globally standardized Demand Expressions® metric.
This page has been refreshed on April 22, 2024, 2:03 p.m. PST using demand metrics from Parrot Analytics for Last Week Tonight With John Oliver in Sweden. We provide our partners with far-reaching SVOD competencies to help them drive better and more informed content licensing strategies. Contact us today to find out more.