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.
For entertainment executives who are making content decisions or acquisition/distribution/programming decisions, demand data can provide valuable insights and help them make more informed decisions. Using the example of "Counterpart" for the month of April 2024 in the United Kingdom, let's explore how demand data can aid decision-making processes.
Firstly, Parrot Analytics' content valuation system that is based on demand data could assist executives in determining the value of "Counterpart" as a show. For instance, by using demand data, executives can calculate the ROI that this specific title will bring for any given platform, or assess its ability to drive subscriptions or mitigate churn. They can also assess the value of exclusivity or the baseline value of the title.
Secondly, executives can use demand data to determine "Counterpart"'s popularity in the UK market and globally. By comparing the level of demand that "Counterpart" has in the UK to the average for all shows in the UK over the same period, executives can gauge the show's demand relative to other titles. Also, the demand data can help them explore the question of whether this show has global potential by investigating its performance in several markets.
Thirdly, executives can use demand data to understand the show's fanbase and the audience's taste clusters. By looking at the other shows that fans of "Counterpart" also like, executives can understand what kind of content resonates with this fanbase and use this knowledge to inform their content decisions for the future.
Fourthly, executives can use demand data to optimize the release strategy and pricing of a show. By observing the period when demand for "Counterpart" spiked in late April, they can conclude that this period (late April) is a prime time to release the show or make announcements.
Finally, executives can use demand data to evaluate the show's longevity, momentum, and reach. By understanding how the audience demand for a show is maintained over time and how quickly it is growing towards peak demand, the executives can make informed decisions about programming, distribution, marketing, and further investment. Additionally, by reviewing the number of people expressing demand for a show (reach), executives can gauge the size of the audience that this show would be able to attract and whether it is a show that has the potential to drive subscriptions or retain customers.
In conclusion, demand data provides great insights that executives can utilize to make more informed and strategic decisions about their content, acquisition, distribution, programming, marketing, and investment. With a rich understanding of audience demand, executives can better personalize their titles, optimize monetization, enhance viewer experiences, and ultimately drive success.
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Our TV audience measurement dataset is truly global. Discover how popular STARZ‘s Counterpart is in any of the following selected markets. Need data for other markets? Find out more about DEMAND360LITE.
Over the last 7 days, people who watch Counterpart also watch:
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 STARZ 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 Counterpart, for example, can be assessed for a market e.g. United Kingdom, which can then be benchmarked against genre averages (e.g. Thriller), using our globally standardized Demand Expressions® metric.
This page has been amended on May 10, 2024, 12:17 a.m. PST using tv demand content analytics from Parrot Analytics for Counterpart in the United Kingdom. We provide our partners with extensive content competencies to help them drive better and more informed content advertising strategies. Contact us today to find out more.
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