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 need to make informed decisions regarding the content you select for your platform. Fortunately, you can rely on demand data to make better-informed decisions that will enhance content acquisition, distribution, programming, and valuation. Let's use the example of "Alan Carr: Chatty Man" in the United Kingdom to see some ways demand data can assist in strategic decisions.
Content Valuation:
Demand data can show you how well a particular content is performing relative to others. Demand for "Alan Carr: Chatty Man" is high, with 2.3 times the audience demand of the average show in the United Kingdom. We also know that this demand has been increasing recently. This information tells us that "Alan Carr: Chatty Man" is a valuable asset to the platform, and it's worth considering investing further into the show's production.
Programming Decisions:
Knowing what other shows viewers of "Alan Carr: Chatty Man" appreciate gives you an idea of what type of programming to introduce that audiences will likely watch. In this example, popular shows with similar audiences include "White Collar", "The Graham Norton Show", and "The Late Show With Stephen Colbert". It indicates that the platform can create similar programming to appeal to this segment of audiences.
Distribution Decisions:
By examining the top 10 global markets where "Alan Carr: Chatty Man" is most in-demand over the last 30 days, we can understand more about the show's popularity globally and make decisions about where it should be distributed. Here we see that its primary market is Germany, but shows good audience demand in France, Poland, and the United Kingdom.
Acquisition Decisions:
Parrot Analytics content valuation system provides an economic valuation system that uses global demand and supply to calculate ROI of content investments better. Its content valuation system can provide answers to questions like, 'how much is my show worth on another streaming platform?' This information helps entertainment executives to make informed acquisition decisions.
Momentum:
Momentum ratings can indicate how fast demand is growing around a show, and therefore, how likely a title is to stay relevant for long. In this example, "Alan Carr: Chatty Man" has good momentum, meaning that it will continue to attract new viewers, and it's worth investing in the title.
Longevity:
Knowing how well a show had done in the past is a useful indicator for how how well it can continue to perform in the future. In this example, "Alan Carr: Chatty Man" has excellent longevity, meaning its audience demand is maintained over time. The platform can optimize its content acquisition strategy around shows with good longevity and rely less on expensive marketing campaigns.
Finally, by measuring the show's performance on six dimensions, we gather insights on how well it competes in the global market. By examining the show's characteristics like, worldwide audience demand, travelability, momentum, franchisability, longevity, and reach, executives can make informed decisions that enable them to stay competitive.
This is Alan Carr: Chatty Man's home market and therefore its travelability is 100%; the travelability of a TV show's market of origin is always 100%. Click through to another market to discover how well Alan Carr: Chatty Man travels internationally.
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Acquire the best shows from partners such as Channel 4 to fortify your competitive position in the United Kingdom. Contact us now to access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles (e.g. Alan Carr: Chatty Man), including those that have not even been released. Leverage a return-focused selection criteria for title acquisition by incorporating country-specific trend and market demand factors.
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Deploy high impact entertainment marketing strategies across all genres including Variety. Contact us now to deploy demand-driven marketing, the only empirical earned media measure of your marketing spend. Access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles such as Alan Carr: Chatty Man, including those that have not even been released. Appeal to your target markets, including the United Kingdom, based on audience interests, enabling the personalization of campaigns to capitalize on pre-release demand.
Our TV audience measurement dataset is truly global. Discover how popular Channel 4‘s Alan Carr: Chatty Man 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 the United Kingdom, 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 Channel 4 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 Alan Carr: Chatty Man, for example, can be assessed for a market e.g. United Kingdom, which can then be benchmarked against genre averages (e.g. Talk Show), using our globally standardized Demand Expressions® metric.
This page has been altered on April 22, 2024, 2:03 p.m. PST using demand datasets from Parrot Analytics for Alan Carr: Chatty Man in the United Kingdom. We provide our partners with meaningful SVOD know-how to help them drive better and more informed content investment strategies. Contact us today to find out more.