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, it's essential to make informed content decisions regarding content acquisition, programming, distribution and valuation. Demand data can help in this regard by providing metrics that help identify which content is in high demand and which is waning in popularity. The following analysis of "Beckham" for the month of March 2024 in the United Kingdom illustrates how demand data can be used to make more informed decisions.
Content Valuation
Parrot Analytics' content valuation system is powered by global content demand and supply. It enables decision-makers to determine a show's dollar value contribution to any platform in any region. Using demand data, it is possible to calculate the ROI of a particular title for any platform, evaluate a TV series' potential to drive subscriptions and dampen churn, and assess a title's cannibalization of audiences if it is available on multiple services. Additionally, demand data enables assessments of the value of exclusivity of a title and can also help unbundling the value of content on a streaming service. Specifically, with regards to "Beckham," its demand in March of 2024 can be compared to other shows and used to estimate its worth on any platform, making it easier to make informed programming and content acquisition decisions.
Audience Demand
The demand for "Beckham" in March 2024 was good, with 5.6 times the audience demand of the average show in the United Kingdom over the last 30 days. Only 8.6% of all TV shows have this level of demand, which indicates that it is an in-demand title in the UK. However, when compared to its demand over the last 90 days, "Beckham's" demand has been decreasing recently. By examining the demand data, it is possible to identify trends in audience demand and make decisions regarding further investment in content or reposition programming.
Travelability
Global demand data can inform content expansion into new markets. For instance, for "Beckham," the demand in the United Kingdom was 210% of the demand in its country of origin, the United States, highlighting the potential of the show in other markets worldwide. By examining the top 10 global markets where "Beckham" is most in demand over the last 30 days, it is possible to identify areas where the show can be positioned for success. This information can be used to make strategic programming decisions to grow audience numbers and increase the show's value on a global stage.
Franchisability
Demand data can also help identify the franchisability of a show or its spin-off potential. For "Beckham," its franchisability is okay, but its audience demand remains good. Suggestions to create spin-offs or franchises that draw in relevant audiences can be explored further, knowing that the show isn't at peak popularity, but has an established interest in audiences.
Conclusion
It is clear that demand data can help inform critical strategic decisions in the entertainment industry. Companies, such as Parrot Analytics, have created a platform providing entertainment executives with insight into audience tastes, preferences and behaviours, giving insights into content performance and competitive benchmarking. Whether it's content valuation, assessing trends in audience demand, identifying travelability, exploring franchisability, or deciding a release strategy, using demand data provides entertainment executives with reliable metrics to inform critical decisions they need to make.
Beckham's travelability to the United Kingdom in the last 30 days is 238%, which means that the audience demand for Beckham is 238% of the demand in its country of origin, United States. Click through to another market to discover how well Beckham 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 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 Netflix 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 Beckham, for example, can be assessed for a market e.g. United Kingdom, which can then be benchmarked against genre averages (e.g. Biographical Documentary), using our globally standardized Demand Expressions® metric.
This page has been enhanced on April 22, 2024, 2:01 p.m. PST using tv demand data from Parrot Analytics for Beckham in the United Kingdom. We provide our partners with extensive SVOD know-how to help them drive better and more informed content advertising strategies. Contact us today to find out more.