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.
In the highly competitive and ever-changing entertainment landscape, making informed content, distribution, acquisition, and programming decisions is crucial. Demand data, such as that provided by Parrot Analytics, can offer valuable insights to help executives in the industry make more informed decisions. By examining the performance of "Hinterland" - a TV series that started airing in 2014 and ended in 2016 - in the month of January 2024 and comparing it to long-term trends, we will explore how demand data can empower executives across the entertainment industry to make more informed decisions.
Content Valuation: "Hinterland" appears to have good audience demand in the United Kingdom, achieving more than two times the audience demand of the average show in that country over the last 30 days, and higher audience demand than 92.5% of all drama titles in the United Kingdom for the month of January. Furthermore, its peak demand over the course of a year reached 3.6 times the average, while in the last 30 days, it peaked at 3.4 times the average, indicating an increased popularity trend. This data can be pivotal when valuing the worth of a TV series, particularly when estimating return on investment (ROI) or the potential monetary value of a streaming license.
Acquisition: By examining the top 10 global markets where "Hinterland" is most in-demand over the last 30 days, we found that the United Kingdom is its strongest market, followed by Ukraine. Due to the decreasing demand over the past month, with a 69.4% decrease, it's crucial to consider how potential acquisitions of "Hinterland" stand to impact the acquisition-driving capabilities of a platform.
Programming: Although demand for "Hinterland" has been decreasing recently when compared to the last 90 days, the show saw a demand spike towards the end of January 2024. This spike indicates a change in the audience's behavior toward the show, and it is beneficial for programming decisions to understand what triggered the spike and how to respond to changes in audience behavior to ensure sustained viewer engagement. The pulse ratings of a show also allow for an accurate understanding of the show's performance across six dimensions from a global and local perspective, enabling their positioning to be evaluated against the competition.
Distribution: The top 10 markets for "Hinterland" over the last 30 days span several countries, including Bulgaria, France, Australia, Switzerland, the United States, the Netherlands, and Sweden, with demand in each of these markets higher than the average show. Therefore, by using demand data, executives can make informed decisions on where to distribute content and maximize engagement whilst minimizing risk.
Insights: The statistics indicate that "Hinterland" has an addicting plotline and engaging characters, as evidenced by its viewership demand. Utilizing affinity analysis, we can also see viewers of "Hinterland" frequently enjoyed crime-related content such as "Unforgotten", "The Brokenwood Mysteries", and "A Murder at the End of the World", among others, making it easier to understand the target audience's preferences and help create further content, promotional or otherwise, to fans of this genre.
In conclusion, executives across the entertainment industry stand to benefit from utilizing demand data to inform their decisions on content valuation, acquisition, programming, and distribution. This method of data collection and analysis enables executives to make decisions that are customer-centric, leading to the creation and delivery of more relevant and engaging content while minimizing risk. Ultimately, using demand data to understand the audience's behavior and preferences can help the industry provide better content, gain viewership, and grow in the years to come.
This is Hinterland'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 Hinterland travels internationally.
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Over the last 7 days, people who watch Hinterland also watch:
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 s4c 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 Hinterland, 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 altered on April 18, 2024, 2 p.m. PST using tv demand content analytics from Parrot Analytics for Hinterland in the United Kingdom. We provide our partners with smart television industry workflows to help them drive better and more informed content marketing strategies. Contact us today to find out more.
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