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.
Understanding audience demand data is essential for entertainment companies that want to make informed decisions about content acquisition, programming, and distribution. Content valuation is made possible through the use of audience demand data that provides strategic insight into which titles resonate with viewers and where they are most popular.
Using the example of "Doctor Foster," we will explore how demand data can be used to help make more informed content decisions.
1. Content Valuation:
One of the primary applications of demand data is to evaluate the worth of a TV series, which specifically interests content valuation companies. By analyzing the demand data for "Doctor Foster" in the United Kingdom and other global markets, companies can determine its real value relative to other titles. In addition, companies can use demand data to assess how much of a title's value is derived from the popularity of a particular star cast. Other important questions that demand data can answer include: What is the baseline value of a title? What is the value of a content library to a platform over time? How is the show performing as an acquisition-driving or churn-reducing title, and how can they assess the value of exclusivity?
2. Discovery and Recommendations:
Entertainment companies can leverage demand data to discover content opportunities by examining what types of content have the most potential for acquisition or production. Additionally, demand data helps in identifying which shows resonate most with the current audience and what genres they should focus on to attract new subscribers to their SVOD service.
3. Subscriber Retention and Acquisition:
Demand data can be used to optimize a content library for subscriber retention. Companies can determine which titles they must buy to keep their current audience happy and which titles they should acquire to attract new subscribers to their service. Analyzing the global demand for "Doctor Foster" in the UK and other countries, companies can identify new market opportunities for content distribution, thus supporting global SVOD expansion.
4. Optimal Release Strategy and Pricing:
On the basis of audience demand data of a title in a particular region, companies can decide on a release strategy that is favorable in terms of pricing for their platform.
5. Competitor Benchmarking:
Entertainment executives can use demand data to determine how well their content compares to other titles available in the market. Comparing the demand of "Doctor Foster" for the last 30 days with the title average revealed that it is 3.4 times more popular than the average show in the United Kingdom. Therefore, companies can gain critical insights into how their content performs relative to similar content available in the market, as well as in terms of the audience demand for their content.
In conclusion, audience demand data can provide invaluable insights into the popularity of TV content, enabling content acquisition companies, OTT platforms, and distributors to make informed decision-making to optimize their content library for subscriber growth, retention, and monetization. As shown in the example of "Doctor Foster," understanding the demand data can help identify new opportunities for content monetization and global expansion while ensuring that the platform's content is well-aligned with their audience's interests.
This is Doctor Foster'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 Doctor Foster travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular BBC One‘s Doctor Foster 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 One 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 Doctor Foster, for example, can be assessed for a market e.g. United Kingdom, which can then be benchmarked against genre averages (e.g. Family Drama), using our globally standardized Demand Expressions® metric.
This page has been adjusted on April 22, 2024, 2:02 p.m. PST using global tv demand datasets from Parrot Analytics for Doctor Foster in the United Kingdom. We provide our partners with comprehensive SVOD expertise to help them drive better and more informed content investment strategies. Contact us today to find out more.