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 a television executive, you are constantly seeking ways to make more informed decisions about content acquisition, programming, and distribution. In the current landscape of fragmented viewership and intense competition, understanding audience demand data is more important than ever before. Let's take a look at how demand data can help you make decisions using the example of "Best Interests", a drama series airing in the United Kingdom.
Firstly, content valuation uses demand data to determine how much a show or library is worth in different regions, and how it is contributing to the platform's bottom line. By analyzing the demand data provided for "Best Interests", executives can determine the show's value in the UK, and even internationally. Additionally, using demand data, executives will be able to assess the show's ability to drive subscriptions, reduce churn, and ultimately, grow the SVOD platform's audience.
Secondly, demand data enables executives to map out the popularity of specific genres or themes in various regions, allowing them to tap into underserved audiences and stay ahead of the competition. For example, the demand data for "Best Interests" shows that the drama genre remains a popular choice among the UK audience, with the show's demand ranking higher than 92.7% of all drama titles in the region over the past 30 days.
Thirdly, understanding audience demand data helps executives optimize marketing campaigns ahead of a series premiere, or make data-informed decisions regarding the best release strategy for a show. By analyzing peak demand spikes and the show's momentum, executives can gain insights into which marketing techniques work effectively and apply them across a range of titles.
Fourthly, demand allows for competitive benchmarking, allowing executives to compare the performance of their titles against other titles available in the market, and make informed decisions about acquiring new content. For example, "Best Interests" has outperformed the average TV show demand across various regions, indicating strong potential for growth.
Finally, by exploring the Parrot Pulse data for "Best Interests", executives can gain a holistic view of the show's performance across six dimensions, including audience demand across all platforms, travelability, longevity, momentum, franchisability, and reach. This data can help executives make data-driven decisions about content investment and strategy.
To conclude, understanding audience demand data is essential for executives in the current media landscape. By leveraging demand data, executives can make informed strategic decisions about content valuation, programming, distribution, acquisitions, and better position their platforms and titles in the market.
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Our TV audience measurement dataset is truly global. Discover how popular BBC One‘s Best Interests 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 BBC One 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 Best Interests, for example, can be assessed for a market e.g. United Kingdom, which can then be benchmarked against genre averages (e.g. ), using our globally standardized Demand Expressions® metric.
This page has been reconstructed on April 22, 2024, 2:02 p.m. PST using global demand datasets from Parrot Analytics for Best Interests in the United Kingdom. We provide our partners with meaningful media industry analyses to help them drive better and more informed content partnership strategies. Contact us today to find out more.