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, you can rely on demand data to make more informed decisions regarding your content. One remarkable example of the use of demand data and how they relate to content valuation is the show "CSI: NY", a crime drama series that aired from 2004 to 2013. Based on demand data for the month of April 2024 in the United Kingdom, we can determine the show's performance. Here are some insights into how demand data can be used to help inform the decision-making process for executives in the entertainment industry:
1. Content Valuation: Using demand data, entertainment executives can determine the economic value of any title, to any platform, in any region. Based on demand data for "CSI: NY", we can conclude that it has 3.6 times the audience demand of the average show in the United Kingdom, making it a valuable asset for any platform.
2. Audience Interest: Demand data is useful in knowing how much interest audiences have in any given title. For example, based on the data, only 8.6% of all TV shows have the same level of demand as "CSI: NY". Knowing the level of interest in a show can help executives make decisions about whether to renew or cancel it, as well as inform programming decisions on which shows to give more marketing and advertising support.
3. Travelability: This measures a show's international demand relative to its home market. We can use a show like "CSI: NY" to identify which markets the show might have potential in, based on the show's travelability performance worldwide. For instance, the demand for "CSI: NY" in Portugal is 5.7 times the demand in its country of origin, the United States, making it a potential market for the show.
4. Audience Retention: Using demand data can help executives determine the titles to buy that will help to keep current audiences engaged. In the case of "CSI: NY", it retains high audience demand, indicating that the title is still appealing to viewers. This information is valuable for decision-makers to identify titles that can mitigate churn.
5. Global Appeal: Parrot Analytics' demand data can help executives determine which titles have global appeal and how to allocate funds to maximize content investments. Knowing this can help guide decisions regarding acquisitions or original content production.
In conclusion, using demand data to inform decision-making in the entertainment industry is valuable for businesses to make data-driven decisions regarding content valuation, acquisitions, distribution and programming decisions. By leveraging real-time audience demand data, Parrot Analytics helps stakeholders in the industry understand how content performs, empowering them to make more informed business decisions crucial in today's streaming environment.
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Our TV audience measurement dataset is truly global. Discover how popular CBS‘s CSI: NY 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 CBS 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 CSI: NY, for example, can be assessed for a market e.g. United Kingdom, which can then be benchmarked against genre averages (e.g. Procedural Drama), using our globally standardized Demand Expressions® metric.
This page has been renewed on April 22, 2024, 2:03 p.m. PST using tv demand data from Parrot Analytics for CSI: NY in the United Kingdom. We provide our partners with comprehensive entertainment industry analyses to help them drive better and more informed content distribution strategies. Contact us today to find out more.