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.
Entertainment executives working at any type of media company can get a wealth of information from demand data. Demand data can help executives make more informed decisions such as content valuation, acquisition, distribution, and programming decisions. A case in point is the analysis of the television series "Home Improvement" for the month of March 2024 in the United Kingdom. Here are some insights on how demand data can help executives based on the example given:
Content Valuation
As a TV series financing company or studio executive, you can use demand data to determine how much value a TV series like "Home Improvement" has in the United Kingdom. You can quantify the platform-specific marginal revenue contribution, how a title drives engagement across the rest of the catalogue, and estimate the show's ability to drive subscriptions and mitigate churn. Parrot Analytics' content valuation system is based on demand data that can be used to reveal the dollar value contribution of any title, to any platform, in any region. Using demand data, you can calculate the ROI that "Home Improvement" brings to any given platform. You can also assess the value of exclusivity and the ability of a TV series library to perform over time.
Acquisition and Distribution Decisions
As a content distributor or linear/paid TV network executive, you can use demand data to determine how well "Home Improvement" will perform in the United Kingdom as a licensed show. You can also compare its performance against other titles available on the market using competitive benchmarking. Travelability enables you to determine if the show can perform well internationally. In the case of "Home Improvement," demand in the UK is good, which means it has good potential for distribution and licensing.
Programming Decisions
As an OTT platform or SVOD platform executive, you can use demand data to optimize the release strategy for "Home Improvement". Demand data can help you determine if the show should be released weekly or binge-watched. You can also use demand data to uncover under-monetized titles to show how demand for a series is growing. For example, you can see that demand for "Home Improvement" has increased in the UK by 77.9% in March, likely due to the demand spike experienced in late March. Additionally, demand data can help with subscriber acquisition and retention by giving executives a better idea of the types of titles they should buy to keep their audience happy and to attract new subscribers.
Programming Decisions - Genre Specific
As a TV series producer, you can use demand data to assess the popularity of certain genres in a region. Using demand data, you can get an answer to the question, 'What are the most popular genres in my local market?' For example, you can see that "Home Improvement" ranks at the 93.3th percentile in the family genre in March in the UK. This means it has higher demand than 93.3% of all family titles on the same market.
In conclusion, demand data can help entertainment executives make more informed decisions regarding content valuation, acquisition and distribution, programming, and genre-specific programming decisions. Demand data is a powerful tool that can help entertainment companies make decisions that will be profitable both in the short and long term.
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Our TV audience measurement dataset is truly global. Discover how popular abc‘s Home Improvement 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 abc 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 Home Improvement, for example, can be assessed for a market e.g. United Kingdom, which can then be benchmarked against genre averages (e.g. Sitcom), using our globally standardized Demand Expressions® metric.
This page has been reconstructed on April 22, 2024, 2 p.m. PST using demand analytics from Parrot Analytics for Home Improvement in the United Kingdom. We provide our partners with deep media industry insight to help them drive better and more informed content advertising strategies. Contact us today to find out more.