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 TV executives seeking to make informed content, acquisition, distribution, or programming decisions, demand data provides key insights that are critical to taking informed decisions. As an example of how demand data can be used, let’s consider Hollyoaks, a long-running British TV soap opera.
Content Valuation: Hollyoaks has an outstanding demand that is 11.3 times the audience demand of the average show in the United Kingdom. This means that its value in the UK market is high and that it is a strategic asset worth considering for any TV platform reaching UK audiences.
Acquisition/Programming Decisions: Television executives looking to make informed decisions about show acquisition and programming decisions can use demand data to answer several pertinent questions. Such as, What type(s) of content exhibits opportunities to acquire or produce? In this case, executives should note that “Hollyoaks” is a popular romance drama that ranks at the 99.5th percentile in the romance genre. Further studying what other shows Hollyoaks fans are watching can provide insights into the potential interests of the target audience.
Distribution Decisions: For content distributors, the ability to assess the value of exclusivity is critical. Using demand data, executives can gauge if a show like "Hollyoaks" would be worth acquiring for exclusive distribution. Audience demand for "Hollyoaks" dipped 33.6% in March. Distributors should focus on examining this decrease in demand and whether it coincides with any external factors while considering global performance across six dimensions in retaining distribution rights.
Marketing Decisions: Pre-release marketing campaigns can be optimized using demand data to ensure they are targeted and effective. Tracking audience demand and demand trends in distinct markets can help create the best release strategy for any content.
Comparative Benchmarking: Demand data can be leveraged for competitive benchmarking. Hollyoaks ranks second in audience demand in the United States, with a good demand profile for every market globally. Interestingly, the United Kingdom has exceptional audience demand of 3.5 times, well above the show's global demand average. This suggests that Hollyoaks may have an untapped global market, and content executives should explore how to capitalize on that.
Taste Clusters: Understanding the likes and dislikes of viewers is key to decision-making for talent agencies, production companies and streaming platforms. Demand data can be used to evaluate the Hollyoaks audience and the type of content that resonates well with them helping globally.
Franchises: Decision making on creating franchises and spin-offs of a show can also be informed using demand data. In the case of Hollyoaks, which has poor franchisability but good longevity, executives can utilize audience demand to help assess the potential value or risk of future content production.
In conclusion, Hollyoaks is an example of a show whose extraordinary audience demand is excellent for content valuation, acquisition, and programming decisions. However, studying its show performance in different regions and its global demand potential, as well as understanding its audience tastes, can also help executives in distribution, marketing, and franchise decisions. Thus, employing demand data remains crucial for strategic decision making by entertainment executives across all aspects of their services.
This is Hollyoaks'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 Hollyoaks 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 Channel 4 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 Hollyoaks, for example, can be assessed for a market e.g. United Kingdom, which can then be benchmarked against genre averages (e.g. Soap Opera), using our globally standardized Demand Expressions® metric.
This page has been reconstructed on April 22, 2024, 2:01 p.m. PST using global demand metrics from Parrot Analytics for Hollyoaks in the United Kingdom. We provide our partners with deep TV expertise to help them drive better and more informed content sales strategies. Contact us today to find out more.