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, using demand data is one of the most effective ways to make informed content, acquisition, distribution, and programming decisions. One show's analysis that highlights this is "Fortitude," a British-Arctic drama TV series. Here is how the show's insights were analyzed and how demand data can help you make decisions:
Content Valuation:
One of the primary benefits of demand data is that it enables content valuation. Demands for the show are good, and this indicates that "Fortitude" would bring in considerable revenue for a streaming platform that acquires it. The show has achieved 2.8 times the audience demand of an average show in the United Kingdom, which is a good indicator of high value. By comparing the show against other content, content valuers can estimate the show's baseline value and calculate possible ROI.
Understanding Audience Demands:
Demand data can help TV Executives understand what their audiences want to watch and tailor their content to meet the demands of their viewers better. The show’s viewership in February 2024 saw a significant upsurge in its rankings by 293 spots, which indicates that the content is beginning to resonate more favorably with the audience. The show appears to be doing better in the Drama genre at the 94.1th percentile, which means that there is high demand for dramatic content in the UK. With this insight, executives can plan accordingly and develop more content in this genre to meet their British viewers' demands.
Content Acquisition and Distribution:
Demand data can also help Entertainment Executives make informed decisions related to content acquisition and distribution. When scouting for new content to buy, executives can use demand data to determine what type of TV shows or movies are experiencing high levels of public demand. In the case of Fortitude, its demand spiked in late February 2024, which indicates that the show began receiving more attention during that period. Executives will want to keep this in mind when deciding if they want to acquire the series or personalize the show's distribution strategy.
Programming Decisions:
Demand data can also provide actionable insights that executives can use to make programming decisions. The top 10 global markets with the highest demand for the show provide valuable insights into where audiences show the most interest. The data shows that the UK market is the show's most significant audience, followed by Italy, which provides valuable geographic insights to future content acquisition and distribution decisions. The metrics can help executives make decisions and adjust their programming to increase the show’s relevance to the international audience.
Franchise Potential:
Franchisability (spin-off potential) is an essential aspect to consider when acquiring or investing in content. "Fortitude" has good franchisability (spin-off potential), which can generate additional revenues for content owners. Its independent performance dimensions, including travelability, momentum, and reach, open up new opportunities for franchises and spin-offs. Executives can leverage demand metrics to analyze the show's global trend and explore additional potential franchises.
In conclusion, Parrot Analytics' demand data offers a wealth of opportunities and insights for executives working in the TV and film industry. It enables executives to understand where their audience's preferences lie and how to develop more valuable content. The insights from the demand data can lead to more informed content valuation, programming decisions, acquisition, distribution, and spin-off potential.
This is Fortitude'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 Fortitude travels internationally.
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Acquire the best shows from partners such as Sky Atlantic 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. Fortitude), 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 Sky Atlantic 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.
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Our TV audience measurement dataset is truly global. Discover how popular Sky Atlantic‘s Fortitude 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 Sky Atlantic 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 Fortitude, for example, can be assessed for a market e.g. United Kingdom, which can then be benchmarked against genre averages (e.g. Thriller), using our globally standardized Demand Expressions® metric.
This page has been revised on March 29, 2024, 4:40 a.m. PST using global tv demand datasets from Parrot Analytics for Fortitude in the United Kingdom. We provide our partners with smart SVOD know-how to help them drive better and more informed content acquisition strategies. Contact us today to find out more.