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 in a platform, network, or distribution company, understanding audience demand is crucial in making more informed content or acquisition decisions. Using demand data, executives can calculate the ROI a specific title can bring to the platform or network. Demand data can enable content valuation, and help executives estimate the value of exclusivity, determine how much to spend on content, and assess a TV series' ability to drive subscriptions and mitigate churn.
For instance, we can use the TV series "Being Human" as an example. According to Parrot Analytics demand data, the audience demand for the show is good and has been increasing recently. It has 2.7 times the audience demand of the average show in the United Kingdom over the last 30 days, and only 8.6% of all TV shows have this level of demand. Moreover, the show has higher demand than 94.0% of all drama titles in the United Kingdom.
By examining the top 10 global markets where "Being Human" is most in-demand over the last 30 days, executives can assess the show's international appeal. The United States is "Being Human"'s number-one market globally, and the show achieved outstanding audience demand of 3.8x in the United States. The show also had good or higher demand in Spain, Canada, Romania, the United Kingdom, Australia, Germany, France, and the Netherlands.
Demand data can also inform executives about the show's momentum, longevity, travelability, franchisability, and reach. The demand for "Being Human" in the United Kingdom increased by 73.0% in February 2024. The show outperforms the demand of the average TV show (1x) in each top market. Moreover, its longevity score indicates how well audience demand is maintained over time, and its momentum score measures the pace of its growth, which for "Being Human" is good.
Using demand data, executives can make more informed decisions concerning supply and demand. Uncovering under-monetized titles or mapping local whitespaces enables executives to find new opportunity markets for content distribution. Furthermore, competitive benchmarking can be achieved by comparing content against other titles available on the market.
Executives must also be aware of how audience demand plays a crucial role in subscriber acquisition and retention. By understanding which titles to buy, executives can grow their audience or keep their current audience happy. Demand data can help executives create optimal release strategies and pricing. Executives can also use demand data to power affinity analysis, discover taste clusters, and craft pre-release marketing campaigns that are optimized for success.
Therefore, using demand data to make informed content or acquisition decisions is crucial. Understanding audience demand can help executives value content globally and calculate its marginal revenue contribution and its ability to drive engagement across the rest of the catalog. Parrot Analytics content valuation system is based on demand data and reveals the dollar value contribution of any title, to any platform, in any region.
Being Human's travelability to the United Kingdom in the last 30 days is 64%, which means that the audience demand for Being Human is 64% of the demand in its country of origin, United States. Click through to another market to discover how well Being Human travels internationally.
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Acquire the best shows from partners such as syfy 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. Being Human), 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.
Command your Drama genre niche with maximum net subscriber adds. Contact us now to harnesses audience demand data to gain insights for growing and keeping a subscriber base. Leverage a return-focused selection criteria for title acquisition from partners such as syfy by incorporating country-specific trend and market demand factors for all markets including the United Kingdom. Appeal to the individuality of your audience base, taking into consideration the unique and limitless characteristics of taste clusters.
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Our TV audience measurement dataset is truly global. Discover how popular syfy‘s Being Human 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 syfy 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 Being Human, for example, can be assessed for a market e.g. United Kingdom, which can then be benchmarked against genre averages (e.g. Paranormal Drama), using our globally standardized Demand Expressions® metric.
This page has been amended on April 22, 2024, 2 p.m. PST using global demand metrics from Parrot Analytics for Being Human in the United Kingdom. We provide our partners with valuable OTT competencies to help them drive better and more informed content partnership strategies. Contact us today to find out more.