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 utilize demand data to make informed content, acquisition, distribution, and programming decisions. Parrot Analytics' content valuation system uses demand data to determine the dollar value contribution of any title to any platform in any region. Let's use the popularity of the TV series "Dexter" in March 2024 in the United Kingdom as an example of how demand data can inform such decisions.
One of the essential questions that demand data answers is content valuation. It can help you determine how much to spend on content and estimate the return on investment (ROI). According to the data, "Dexter" had 10.5 times the audience demand of the average show in the United Kingdom over the last 30 days. This outstanding demand indicates that the show has a high value in the market, making it a good investment. This show's travelability, a measure of its international demand relative to its home market, is also outstanding, indicating its potential for global expansion.
Another valuable insight from demand data is evaluating how well a title is performing compared to other shows in its category. "Dexter" ranks at the 98.6th percentile in the drama genre in March, indicating higher demand than 98.6% of all drama titles in the United Kingdom. This information can help you understand how your show compares to others in the market.
Demand data can also help you make informed acquisition decisions. For instance, the data indicates that other shows similar to "Dexter" that fans enjoy watching include "Dexter: New Blood," "Family Guy," and "Succession." This information can help you identify new titles to acquire or produce based on the audience's interest in related content.
In addition, demand data enables you to optimize your programming and release strategy. You can examine the rate at which demand for a show is growing, such as the audience demand for "Dexter" increasing by 6.5% in March in the United Kingdom. The show's momentum, a measure of the pace of growth, is also outstanding, indicating its potential longevity.
Moreover, understanding the demand pattern can also help you distribute your content effectively. For example, we learned that the demand for "Dexter" in the United Kingdom was 61% of the demand in its country of origin, the United States. Knowing where your show is in greatest demand and understanding market differences can help ensure it reaches its target audience.
Finally, demand data can also inform your marketing strategy. The data indicates that demand for "Dexter" spiked in late March 2024 in the UK. When analyzing the show's performance on a 1-year rolling basis, "Dexter" had an average demand of 8.8 times the average title; however, in the last 30 days, the show's popularity surged, with demand peaking at 11.5 times the title average, a 23.3% increase. This information can aid in deciding when and where to market the show for maximum impact.
In conclusion, by leveraging demand data, you can make informed decisions and take advantage of opportunities while making smart investments. The information provided by Parrot Analytics can help you identify market trends and uncover new opportunities for monetizing your content.
Dexter's travelability to the United Kingdom in the last 30 days is 64%, which means that the audience demand for Dexter is 64% of the demand in its country of origin, United States. Click through to another market to discover how well Dexter travels internationally.
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Acquire the best shows from partners such as SHOWTIME to fortify your competitive position in the United Kingdom. Contact us now to access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles (e.g. Dexter), including those that have not even been released. Leverage a return-focused selection criteria for title acquisition by incorporating country-specific trend and market demand factors.
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Our TV audience measurement dataset is truly global. Discover how popular SHOWTIME‘s Dexter 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 SHOWTIME 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 Dexter, 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 reconstructed on April 22, 2024, 2 p.m. PST using demand analytics from Parrot Analytics for Dexter in the United Kingdom. We provide our partners with comprehensive content expertise to help them drive better and more informed content partnership strategies. Contact us today to find out more.