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, you face numerous challenges when making decisions related to content, distribution, programming, and acquisition. By using demand data, you can make more informed decisions. In this article, we will look at how demand data can be used to make more informed decisions about "Halo," a science fiction television series based on the popular video game of the same name, which aired in March 2024 in the United Kingdom.
Content Valuation
The first question on content valuation is how much is my series worth? By applying a content valuation system powered by global demand data, we can determine the dollar value contribution of any title, to any platform, in any region. With demand for "Halo" in the United Kingdom at 17.7 times the average show, and demand for the series increasing recently, we can confidently state that "Halo" is worth a significant amount.
Determining the Value of Exclusivity
The second question is, how can we assess the value of exclusivity? By looking at demand data, we can understand how much of the show's popularity is driven by the exclusivity factor. With "Halo" consistently having high demand in both the United States, and the United Kingdom, we can assume that exclusivity is a significant factor in the show's success.
Assessing the TV Series' Ability to Drive Subscription and Mitigate Churn
The third question is, how can we assess a TV series' ability to drive subscriptions and mitigate churn? To maintain subscriber numbers, it is necessary to assess which titles are most popular among viewers and ensure they remain available on the platform. By using demand data, we can understand which titles have the most demand and feature them prominently on the platform. With "Halo" being in the top percentile in the war genre, an OTT platform or a linear network operating in the United Kingdom could market that show aggressively to increase audience retention and acquisition.
Determining the Best Release Strategy
The fourth question is, what is the best release strategy for my content? Release strategy is important in maintaining global demand for any show. By tracking when demand for "Halo" spiked in the United Kingdom, we can understand when and how to release the show, to maximise its impact and reach.
Identifying Under-Monetised Titles
The fifth question relates to discovering under-monetised titles. By understanding which market there is a possibility of monetisation and having a plan to distribute the shows in those markets that have high demand like Canada, Brazil, and Australia, content distribution companies and studios can help to gain more revenue.
In conclusion, using demand data can help entertainment executives make informed decisions about content. By assessing content valuation, exclusivity, ability to drive subscribers, releasing strategies, and identifying under-monetised titles in the market – entertainment executives can optimise their programming accordingly. The demand for "Halo" is outstanding in the United Kingdom, making it a valuable property for any platform or content distributor looking to acquire it.
Halo's travelability to the United Kingdom in the last 30 days is 76%, which means that the audience demand for Halo is 76% of the demand in its country of origin, United States. Click through to another market to discover how well Halo travels internationally.
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Acquire the best shows from partners such as Paramount+ 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. Halo), 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 Action and Adventure 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 Paramount+ 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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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 Paramount+ 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 Halo, for example, can be assessed for a market e.g. United Kingdom, which can then be benchmarked against genre averages (e.g. Sci-Fi Action), using our globally standardized Demand Expressions® metric.
This page has been modified on April 22, 2024, 2:02 p.m. PST using global television demand metrics from Parrot Analytics for Halo in the United Kingdom. We provide our partners with meaningful media industry know-how to help them drive better and more informed content distribution strategies. Contact us today to find out more.