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, using demand data from platforms like Parrot Analytics can greatly inform content-related decisions. The analysis of "Gotham" for January 2024 in the United Kingdom highlights various ways in which demand data can be utilized.
Firstly, content valuation can be based on demand data. By assessing the demand for a show through time and across regions, executives can determine how much a series is worth, its value to a platform, and its potential ROI. For example, "Gotham" has 5.6 times the audience demand of the average show in the UK, putting it in the top 8.6% of all TV shows. This information can be used to justify its value to any network or streaming platform.
Demand data can also inform acquisition or distribution decisions. Knowing the most in-demand content helps executives know what shows to buy or create, as well as determining what regions to distribute them. For instance, through the top 10 global markets of "Gotham," it is evident that the show outperforms the demand of the average TV show in each market, with the United States having the highest demand at 8.8x the average. This suggests that acquiring or distributing this show in these markets could yield a high return.
Demand data can also inform programming decisions. Through analyzing the demand data for a show, executives can learn what genres are resonating with audiences, what other shows the audience of a particular series likes, and what elements keep fans hooked. For "Gotham," it is seen that audience demand increased for the show in the UK by 41.6% in January 2024, and that fans of "The Last of Us," "The Simpsons," "The Lord of the Rings: The Rings of Power," "Criminal Minds," "The Good Doctor," and other shows also like "Gotham." This information could be used to program shows that cater to this audience and preferences for the specific network or streaming service.
Furthermore, demand data can inform decisions around subscriber acquisition and retention. Executives can use insights from demand data to help decide what titles to buy to attract new subscribers, and what existing shows to keep on their platform to retain viewers. As seen with "Gotham," it has higher demand than 97.1% of all drama titles in the UK for January 2024 and has exceptional longevity, which suggests that keeping it on a platform could help retain viewers.
Finally, demand data can help with competitive benchmarking. Through analyzing the performance of a show relative to the average TV show in the market or genre, executives can make informed decisions on how to position their content. For "Gotham," it was seen that the show achieves outstanding audience demand in all the top 10 global markets where it is most in-demand over the last 30 days, indicating that it performs significantly better than the average show. This information can be used to showcase the performance of a company's content against other titles available on the market.
In conclusion, demand data can inform various decisions made by entertainment executives on the acquisition, distribution, programming, and retention of content. Through analyzing this data, executives can make informed decisions to attract and retain viewers, increase revenue, and maintain their platform's competitive edge.
Gotham's travelability to the United Kingdom in the last 30 days is 46%, which means that the audience demand for Gotham is 46% of the demand in its country of origin, United States. Click through to another market to discover how well Gotham 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 FOX 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 Gotham, for example, can be assessed for a market e.g. United Kingdom, which can then be benchmarked against genre averages (e.g. Superhero Series), using our globally standardized Demand Expressions® metric.
This page has been modified on Feb. 22, 2024, 1:03 p.m. PST using global demand analytics from Parrot Analytics for Gotham in the United Kingdom. We provide our partners with deep SVOD analyses to help them drive better and more informed content licensing strategies. Contact us today to find out more.