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, it's important to make informed decisions about content acquisition and distribution, and demand data provides numerous insights to help with this. Take "Happy Valley" as an example, with 9.6 times the audience demand of the average show in the United Kingdom during March 2024, it's clear that this show is in high demand in the UK market. This type of data can help with content valuation by revealing the dollar value contribution of any title to any platform in any region.
One question that may arise is how much to spend on content. Parrot Analytics' content valuation system is based on demand data and can reveal the dollar value contribution of a title to a platform, allowing executives to make more informed decisions on content spending.
Demand data can also help with programming decisions, such as when to air a show and how to price it. Looking at "Happy Valley", we see demand spiked in late March, which may be an indicator of a good time to air the show. Additionally, by examining the top 10 global markets where the show is most in-demand, executives can determine when and where to distribute "Happy Valley" to maximize viewership.
Another important consideration is how well a show will perform over time. In the case of "Happy Valley", its longevity measurement reveals that it maintains good audience demand over time, which is an important factor to consider when making content investment decisions. Additionally, insights into viewer affinity can help executives decide which talent or brands to partner with to expand their audience and attract new subscribers to their SVOD service.
In terms of acquisition decisions, a key question may be how much a show is worth to another streaming platform. Using demand data to calculate the ROI of a specific title can assist with this decision-making process. For "Happy Valley", this is particularly important, given that it has displayed franchisability potential and spin-off potential, which may provide further opportunities for monetization.
Overall, demand data can help entertainment executives make more informed decisions about content acquisition, distribution, and programming. By examining audience demand, they can better determine how much to spend on content, when and where to air shows, and which titles will retain or acquire subscribers. As the case of "Happy Valley" demonstrates, demand data is a valuable tool for assessing a show's performance and potential for growth.
This is Happy Valley'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 Happy Valley travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular BBC One‘s Happy Valley 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 BBC One 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 Happy Valley, for example, can be assessed for a market e.g. United Kingdom, which can then be benchmarked against genre averages (e.g. Crime Drama), using our globally standardized Demand Expressions® metric.
This page has been enhanced on April 22, 2024, 2:03 p.m. PST using television demand analytics from Parrot Analytics for Happy Valley in the United Kingdom. We provide our partners with essential OTT expertise to help them drive better and more informed content marketing strategies. Contact us today to find out more.