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 can use demand data to make more informed content decisions, as it provides insight into the popularity of TV shows in your market and globally. The information gleaned from the data allows you to evaluate, acquire, distribute, or program content based on accurate and targeted data. Using "The L Word" as our case study, we will explore how demand data can be helpful for content decision making.
Content Valuation - Assessing the ROI of A Title or Franchise
Demand data can be used to estimate the potential ROI of a title or franchise by providing an economic valuation system powered by global content demand and supply. By analyzing the demand for "The L Word" in Turkey, entertainment executives can quantify the platform-specific marginal revenue contribution, estimate how a title drives engagement across other shows in their catalog, calculate the ROI a specific title can bring to a given platform, and assess the ability of a TV series to drive subscriptions and mitigate churn.
Audience Demand and Genre Popularity
Demand data provides insight into audience demand and genre popularity of a TV show, which can help with acquisition and distribution decisions. For example, "The L Word" has higher than average audience demand in Turkey and is in the 98.5th percentile for the romance genre. Furthermore, examining the top 10 global markets where "The L Word" is most in-demand reveals that the show outperforms the demand of the average TV show in each region. Thus, entertainment executives can use this data to determine optimal release strategies and pricing and evaluate the content's worth to a streaming platform in different markets.
Sustained Demand
Demand data can also reveal whether a TV show has held up over time, which is an essential factor in building a content library and retaining subscribers. In the case of "The L Word," the show has sustained demand and outstanding longevity globally, making it an attractive addition to a streaming platform's catalog. Executives can use this information to make decisions about which titles to buy to keep audiences happy and whether to acquire catalog content as a means of retaining customers.
Franchise and Spin-off Potential
Using demand data, executives can assess the spin-off or franchise potential of a TV show, helping to further monetize the IP. The franchisability dimension of "The L Word" is good, indicating its ability to expand into related franchises or spin-offs. Therefore, executives can use this data to evaluate future investments, select IP for new productions, and determine which titles to develop into a franchise.
Insights for Pre and Post-Premiere Marketing
Demand data can provide insights into the marketing campaign around a TV show. This information can help improve pre and post-premiere performance by comparing how a show performed against other titles, monitoring audience growth, and identifying cultural fluctuations. By examining the momentum dimension of "The L Word," we learn that its pace of growth is outstanding, indicating a high level of interest in the show. As such, the show could be a suitable opportunity to invest in more significant marketing strategies.
Ultimately, demand data reveals actionable insight and provides valuable analytics to make informed decisions about content valuation, acquisition, distribution, and programming. Entertainment executives can take advantage of these insights to gain a competitive advantage in the ever-evolving entertainment industry, support global SVOD expansions, and optimize their content strategies to meet their audience's needs.
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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 Turkey, 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 The L Word, for example, can be assessed for a market e.g. Turkey, which can then be benchmarked against genre averages (e.g. Soap Opera), using our globally standardized Demand Expressions® metric.
This page has been refreshed on May 10, 2024, 12:46 a.m. PST using global television demand analytics from Parrot Analytics for The L Word in Turkey. We provide our partners with smart subscription-video-on-demand competencies to help them drive better and more informed content sales strategies. Contact us today to find out more.