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 are always looking for ways to make informed content, acquisition, distribution, or programming decisions. Parrot Analytics utilizes demand data to help you do just that. Let's take a look at the example of "Cunk And Other Humans" for the month of March 2024 in the United Kingdom.
Firstly, demand data can be used to value content. The Parrot Analytics content valuation system takes demand data and provides an economic valuation of a title. This system can help answer questions such as "how much is my series worth" or "what is the baseline value of a title." In the case of "Cunk And Other Humans," we see that the show had a demand 3.2 times the average TV show in the United Kingdom over the last 30 days. The show's demand is increasing and only 8.6% of all TV shows have this level of demand, indicating that it is performing well.
Demand data can also inform programming decisions, such as programming strategy, release strategy, and pricing. In the case of "Cunk And Other Humans," we see that its demand spiked in late March 2024. This spike could potentially inform future programming decisions related to the show and its schedule. Additionally, examining the show's performance on a rolling year basis versus the last 30 days shows an increase in popularity, which could inform a programming or release strategy.
Demand data can also be used to assess the fit of a title for a platform or network. In the case of "Cunk And Other Humans," we see that the show outperforms the demand of the average TV show in each of the top 10 global markets where it has the most demand. This data could inform acquisition or distribution decisions related to the show.
Furthermore, demand data can help executives make decisions related to subscriber acquisition and retention. Knowing which titles will attract new subscribers is crucial for any platform or network. Additionally, knowing which titles to buy to retain current subscribers is equally important. In the case of "Cunk And Other Humans," we see that audience demand for the show has increased in the United Kingdom by 10.6% during March, which could potentially indicate its ability to retain current subscribers.
Lastly, demand data can inform decisions related to franchise potential, reach, momentum, and longevity of a title. In the case of "Cunk And Other Humans," we see that its franchisability (spin-off potential) and reach are poor, but its momentum and longevity are good. Executive decisions related to franchise potential and future content investments could be informed by this data.
Overall, Parrot Analytics' demand data provides entertainment executives with a wealth of information to make informed content, acquisition, distribution, or programming decisions. The data on "Cunk And Other Humans" in the United Kingdom for the month of March 2024 demonstrates the potential of this approach.
This is Cunk And Other Humans'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 Cunk And Other Humans travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular BBC Two‘s Cunk And Other Humans 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 Two 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 Cunk And Other Humans, for example, can be assessed for a market e.g. United Kingdom, which can then be benchmarked against genre averages (e.g. Mockumentary), using our globally standardized Demand Expressions® metric.
This page has been recreated on April 18, 2024, 2:03 p.m. PST using global demand content analytics from Parrot Analytics for Cunk And Other Humans in the United Kingdom. We provide our partners with smart TV series workflows to help them drive better and more informed content investment strategies. Contact us today to find out more.