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 making content, acquisition, distribution, or programming decisions, demand data can provide valuable insights and help them make informed decisions. In the case of "Dexter," Parrot Analytics' demand data shows that this show has been outstandingly popular in the United Kingdom, with 8.6 times the audience demand of the average show and a ranking at the 98.5th percentile in the drama genre during August 2023.
One of the most significant applications of demand data in the decision-making process of entertainment executives is content valuation. Using Parrot Analytics' content valuation system, executives can determine the dollar value contribution of any title, to any platform, in any region. With this system, executives can find answers to questions such as how much a series is worth, what the value of a content library is to a platform over time, what the baseline value of a title is, and how to assess the value of exclusivity. Demand data can contribute significantly to this process by providing insights into content's performance across markets, assisting in identifying under-monetized titles or opportunity markets for content distribution.
Another application of demand data is in programming decisions. Understanding what types of content are exhibiting opportunity to acquire or produce can help television executives make informed decisions about what content to pursue. By mapping local whitespaces, executives can identify what genres are the most popular in a particular region. Likewise, executives can identify the most popular shows in a particular genre, what elements of existing content audiences like most, and the best talent or brand to partner with to expand their audience since Parrot Analytics demand data powers affinity analysis.
Demand data is also essential in subscriber acquisition and retention. Television executives can determine how much content is worth to another streaming platform, and which titles they should purchase to keep their current audience happy or attract new subscribers to their platform. Parrot Analytics' content valuation system can quantify a title's platform-specific marginal revenue contribution and how it drives engagement across the rest of the catalog.
Finally, Parrot Analytics' demand data provides invaluable insights into current and future content performance. By understanding media demand across six dimensions, executives can determine the longevity, momentum, and reach of a show. For "Dexter," Parrot Analytics' demand data shows that its travelability, repetition, franchise potential, and reach are outstanding, indicating that it has significant spin-off potential and can attract a wide audience. By examining the top 10 global markets where "Dexter" is most in-demand, executives can better tailor their content acquisition and distribution strategies.
In summary, demand data is an essential tool for entertainment executives in making informed decisions about their content, acquisition, distribution, or programming decisions. Parrot Analytics' content valuation system and demand data can provide valuable insights into the value of content, current and future performance, and even how to effectively market the content ahead of premiere.
Dexter's travelability to the United Kingdom in the last 30 days is 50%, which means that the audience demand for Dexter is 50% 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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Capture more value from content opportunities in the United Kingdom as well as globally. Contact us now to leverage audience profiling, market-based insights, talent scoring and genre clustering to de-risk production investments. Discover new business opportunities in the Drama genre and assess the strengths and weakness of the competition’s content e.g. Showtime, leading to increased commercial efficiency and ROI.
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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.
Command your Drama genre niche with maximum net subscriber adds. Contact us now to harnesses audience demand data to gain insights for growing and keeping a subscriber base. Leverage a return-focused selection criteria for title acquisition from partners such as Showtime by incorporating country-specific trend and market demand factors for all markets including the United Kingdom. Appeal to the individuality of your audience base, taking into consideration the unique and limitless characteristics of taste clusters.
Deploy high impact entertainment marketing strategies across all genres including Drama. Contact us now to deploy demand-driven marketing, the only empirical earned media measure of your marketing spend. Access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles such as Dexter, including those that have not even been released. Appeal to your target markets, including the United Kingdom, based on audience interests, enabling the personalization of campaigns to capitalize on pre-release demand.
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 refreshed on Sept. 4, 2023, 2 p.m. PST using global demand datasets from Parrot Analytics for Dexter in the United Kingdom. We provide our partners with essential content competencies to help them drive better and more informed content acquisition strategies. Contact us today to find out more.