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 working for an OTT platform or network, data-driven decision-making is key to making informed content, acquisition, distribution, and programming decisions. Utilizing demand data is one way to gain insight into how audiences are engaging with content. The example of “Britain's Got Talent” for February 2024 in the United Kingdom provides some key insights into how demand data can be used to make more informed decisions.
Firstly, demand data is a key component of content valuation as it can reveal the dollar value contribution of any title. In the case of “Britain’s Got Talent,” it has outstanding demand across all dimensions, making it a valuable asset to any platform or network seeking to acquire or license content. By calculating the platform-specific marginal revenue contribution and how a title drives engagement across the rest of the catalog, executives can determine how much to spend on content.
Demand data also informs scalable concept testing by revealing what elements of existing content fans like the most and how an upcoming production can be optimized for success. For example, the data reveals that the top shows that fans of “Britain's Got Talent” also like are “Gold Rush,” “Real Time With Bill Maher,” and “Young Sheldon.”
Additionally, demand data can help with subscriber retention and acquisition, answering questions such as which titles should be acquired or produced to keep the current audience happy or attract new subscribers. As demonstrated by “Britain's Got Talent,” its reach and travelability remain outstanding, indicating that it has the potential to attract a wide group of people beyond the home market.
The data on the top 10 global markets where “Britain's Got Talent” is most in-demand over the last 30 days can inform distribution decisions. For instance, the United States is a market with outstanding demand, indicating that the show is likely to perform well if distributed in that region. Therefore, executives can use this data to determine which platforms should be targeted for distribution of their content strategically.
Finally, demand data can inform optimal release strategies and pricing, determining the best time to release content and at what price point. In the case of “Britain's Got Talent,” demand spiked in late February 2024 in the United Kingdom, which could indicate that it might be advantageous to release content during that period to maximize engagement.
In conclusion, demand data is a crucial resource for entertainment executives seeking to make informed decisions on content, acquisition, distribution, and programming. Through the example of “Britain's Got Talent” for February 2024 in the United Kingdom, we can see how demand data can help executives assess a TV series' ability to drive subscriptions and mitigate churn, value content on a regional and global scale, and inform future franchise and spin-off projects.
This is Britain's Got Talent'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 Britain's Got Talent 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 ITV 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 Britain's Got Talent, for example, can be assessed for a market e.g. United Kingdom, which can then be benchmarked against genre averages (e.g. Competition Reality), using our globally standardized Demand Expressions® metric.
This page has been adjusted on March 28, 2024, 4:31 p.m. PST using demand data from Parrot Analytics for Britain's Got Talent in the United Kingdom. We provide our partners with essential content capabilities to help them drive better and more informed content advertising strategies. Contact us today to find out more.