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 a TV executive, you're likely faced with the challenge of making informed content decisions, especially when it comes to acquisitions, distribution, and programming. This is where demand data can be immensely helpful in making critical, data-driven decisions that take into account audience preferences and market demand.
For instance, let's take the case of "Doona!", a romance series about a college student and a female pop star. By examining the total audience demand data, you can quickly determine that the show has 2.1 times the audience demand of the average show in the United Kingdom over the last 30 days, which represents an increase in demand compared to its demand over the last 90 days. This increase in demand can be an indicator of growing interest or traction for the show in the market.
Furthermore, you can use demand data to objectively determine the show's audience appeal, as well as the genre's popularity, and adjust your content acquisition strategy accordingly. In October, "Doona!" ranked at the 96.2th percentile in the Romance genre and stood out as more appealing than 96.2% of all romance titles available in the United Kingdom. Additionally, analyzing audience's comparison data helps identify which shows are similar or of interest, which can provide helpful information in creating a compatible content library.
Moreover, by using the show's Travelability metric, which measures a show's international demand relative to its home market, you can ascertain whether the show has the potential to travel well in other countries. Although "Doona!" performed well in the United Kingdom, it only scored a moderate Travelability rating. This information could help you make informed decisions when considering whether to acquire or license a show for distribution abroad.
The longevity and momentum of a show can also be determined using demand data, which helps in programming decisions. In the case of "Doona!", the show's audience demand has been maintained and increased over time, making it a good option for programming. The show's momentum, meaning the pace of growth, has been particularly strong, allowing it to peak higher than the average show in both the last 30 days and the last year.
Demand data also provides information on a show's potential monetization, enabling you to make informed content valuation decisions. For example, demand data can give insight into how much a show is worth, as well as how much of its value is being driven by specific factors, like actors, nostalgia, or its library. Additionally, demand data can estimate the potential revenue contribution of a title to an SVOD platform, which helps determine the legitimacy of an acquisition.
Finally, demand data can help in pre-release marketing, determining release strategy and pricing, competitive benchmarking, and determining under-monetized titles such-shows that are in demand but have not been monetized yet. "Doona!" is indicative of these features as it had a spike in demand in late October 2023, indicating continued interest and profitability.
In conclusion, with demand data, TV executives can leverage objective, data-driven insights to support their acquisition, distribution, programming, and content valuation decisions. By examining the performance of a show across multiple markets, analyzing audience taste clusters, and using other measures, executives can use these tools in the planning stage to produce and promote better content and better allocate resources in ways that resonate with audiences and, ultimately, drive profits.
Doona! (이두나!)'s travelability to the United Kingdom in the last 30 days is 9%, which means that the audience demand for Doona! (이두나!) is 9% of the demand in its country of origin, South Korea. Click through to another market to discover how well Doona! (이두나!) travels internationally.
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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 Netflix 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 Doona! (이두나!), for example, can be assessed for a market e.g. United Kingdom, which can then be benchmarked against genre averages (e.g. Romantic Drama), using our globally standardized Demand Expressions® metric.
This page has been changed on April 22, 2024, 2 p.m. PST using global television demand datasets from Parrot Analytics for Doona! (이두나!) in the United Kingdom. We provide our partners with valuable television series know-how to help them drive better and more informed content marketing strategies. Contact us today to find out more.