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, demand data can help in making better content, acquisition, distribution, and programming decisions. The analysis of "Columbo" in the United Kingdom for the month of February 2024 provides important insights for any potential buyer or distributor.
Firstly, demand for the show is higher than the average show in the United Kingdom in the last 30 days and the last 90 days, with a peak rank of #537 in the United Kingdom. This indicates a good level of demand that is increasing over time. Moreover, the show has exceptional longevity, indicating that it has maintained audience demand over time.
Secondly, the travelability of "Columbo" is good, with 41% of the show's demand in the United Kingdom being from its country of origin, the United States. This means that the show’s international demand relative to its home market is good.
Thirdly, the show's momentum, which measures the pace of growth, is okay.
Fourthly, its franchisability, which measures the spin-off potential, is good, and its reach, which measures the number of people expressing demand for the show, is also good.
Finally, it is important to note that this show reaches an audience beyond its home market, with demand for this show outperforming the demand of the average TV show in all the top ten global markets where the show is most in-demand in the last 30 days, namely the United States, the United Kingdom, Italy, Canada, Poland, Romania, Hungary, Germany, and Brazil.
Using demand data, entertainment executives can make data-driven decisions about the content they produce, distribute, and acquire. For instance, they can determine how much to spend on content based on its demand data. They can also assess the value of exclusivity and estimate the cannibalization of audiences if a title is available on multiple services.
Demand can also be used for content valuation, enabling executives to determine the financial value of a TV series or even an entire library. Moreover, demand data can reveal the dollar value of any title to any platform in any region, answering questions such as how much a show is worth to another streaming platform.
Demand data also enables executives to maintain and grow their audience base. For instance, "Columbo's" decline in audience demand in the United Kingdom by 12.9% in February may call for a marketing campaign around the show to grow its audience. Executives can also use data to identify the most popular genres in their local market and the talent or brand to partner with to expand their audience.
In conclusion, demand data is a powerful tool to help entertainment executives make informed content, acquisition, distribution, and programming decisions. As seen in the analysis of "Columbo" in the United Kingdom in February 2024, demand data can provide important insights into a show's potential audience base, perceived value, and global performance.
Columbo's travelability to the United Kingdom in the last 30 days is 40%, which means that the audience demand for Columbo is 40% of the demand in its country of origin, United States. Click through to another market to discover how well Columbo 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 NBC 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 Columbo, for example, can be assessed for a market e.g. United Kingdom, which can then be benchmarked against genre averages (e.g. Crime Drama), using our globally standardized Demand Expressions® metric.
This page has been updated on March 29, 2024, 3:26 a.m. PST using global demand content analytics from Parrot Analytics for Columbo in the United Kingdom. We provide our partners with essential OTT insight to help them drive better and more informed content licensing strategies. Contact us today to find out more.