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 considering new content for your platform, you might be wondering how demand data can make you more informed decisions. Let's take a look at the example of "Gotham" in the United Kingdom for the month of March 2024, using this data to guide our understanding of content valuation and acquisition.
Firstly, the demand data shows that "Gotham" is above average in the United Kingdom, with 5.6 times the audience demand of the average show. As only 8.6% of all TV shows have this level of demand, "Gotham" can be considered a highly valued asset. Comparing its demand over the last 30 days to demand over the last 90 days shows a decreasing trend, however. This could be a cause for concern, as it indicates a potential shift in audience interest.
Furthermore, the show's rank in the United Kingdom moved up by 287 spots in March, and it ranks in the 96.8th percentile for the drama genre. These data indicate that "Gotham" has higher demand than 96.8% of drama titles in the UK and is doing particularly well in the drama genre.
If you're considering acquiring "Gotham" or distributing it further, examining its global performance across six dimensions (as measured by Parrot Pulse) would be informative. Firstly, the worldwide audience demand for "Gotham" across all platforms is outstanding. Its travelability rating is good, meaning it has good international demand relative to its home market in the United States. Secondly, "Gotham" scores exceptionally high in terms of longevity, meaning that audience demand for the show has been maintained over time. Its momentum, the pace of growth, is likewise outstanding and its reach (the number of people expressing demand for a show) is exceptional. Finally, "Gotham" has an outstanding franchisability (spin-off potential), meaning it could be well-suited to launching related content.
Examining the show's popularity over a rolling year versus the last 30 days highlights an interesting pattern. Its peak demand was 8.6 times the average over the course of the year, but it peaked at 7.2 times the average in the last 30 days, representing a 15.7% increase. This indicates that "Gotham" has seen an increase in popularity over the short term, and this growth should be considered when deciding whether to acquire or distribute it on your platform.
Finally, assessing the show's performance in the top 10 global markets where it is most in-demand over the last 30 days gives an idea of global interest. "Gotham" outperforms the demand of the average TV show in each of these markets, with the United States being the show's number one market globally. This data indicates that "Gotham" could be a popular offering on your platform if you target these markets.
By using demand data, you can make more informed decisions about what content to consider for acquisition, programming, and distribution. Understanding a show's value within different markets, genre segments, and audience clusters helps to build a nuanced picture of its potential success on your platform. Furthermore, demand data can help to reveal trends over time, identify content gaps, and optimize pricing and release strategy.
Gotham's travelability to the United Kingdom in the last 30 days is 40%, which means that the audience demand for Gotham is 40% 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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Acquire the best shows from partners such as FOX 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. Gotham), 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.
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Our TV audience measurement dataset is truly global. Discover how popular FOX‘s Gotham 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 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 amended on April 17, 2024, 2:04 p.m. PST using analytics from Parrot Analytics for Gotham in the United Kingdom. We provide our partners with extensive television industry know-how to help them drive better and more informed content investment strategies. Contact us today to find out more.