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 a TV executive working in a streaming or content distribution company, you are constantly on the lookout for new ways to optimize your content and programming decisions. One of the most valuable tools you can leverage for this purpose is demand data. This has been demonstrated through the analysis of the sci-fi drama series "Humans" for the month of March 2024 in the United Kingdom.
The first way demand data can help with decision making is by providing insights into content valuation. By using demand data, you can calculate the ROI a particular title will bring in, and estimate how much a title is worth to another streaming platform. This information can be particularly useful when deciding how much to spend on content. Parrot Analytics’ content valuation system can reveal the dollar value contribution of any title, to any platform, in any region based on demand data. In the case of "Humans," it was found that the show has good audience demand in the United Kingdom, with demand that is higher than 95.8% of all drama titles in the region. This means that the show is a valuable asset for any streaming platform that has it available in that region.
Another way demand data can be used is through audience retention analysis. Knowing which titles should be purchased or developed to keep current audiences happy is key to subscriber retention rates. In the case of "Humans," its audience demand has been increasing recently, despite a decrease in March 2024. Since it is outperforming the demand of the average TV show in its top 10 global markets, it's safe to assume that it is a good candidate for keeping audiences engaged.
With the help of demand data, TV executives can also learn about their audience's preferences. By analyzing audience preferences on a market-by-market basis, they can find the most popular genres and program the content that attracts the most audience to the area. Furthermore, they can discover trends in related shows and use them to inform programming decisions. Parrot Analytics' content recommendation system helps content creators understand and target users with personalized recommendations, which helps maximize audience reach.
Additionally, the measurement of momentum and longevity based on demand data can also be a powerful tool. By examining the pace of growth or decline of a series, and how well it's managed to maintain its demand over time, TV executives can make more informed decisions about a title's potential. In the case of "Humans," its momentum is good, and its longevity is outstanding. These findings mean that there's still significant potential for the show, even after it has ended.
Lastly, existing demand data can help with content distribution decisions. TV executives can use it to analyze how effective marketing campaigns are around particular series, and how well they have performed relative to other shows. Furthermore, demand data can also help with deciding precisely which platforms are best for distribution, or which countries might be well-suited for localized versions. In the case of "Humans," the show has performed exceptionally well in the United Kingdom, making it an excellent candidate for other OTT platforms with a UK-based appeal.
In conclusion, demand data can provide TV executives with various insights that enable them to make more informed content, acquisition, distribution, and programming decisions. The analysis of demand data for "Humans" demonstrates the countless opportunities it provides, from content valuation to audience retention to content recommendations. By leveraging these insights, entertainment companies can make better-informed decisions that increase engagement and retention rates, and ultimately maximize revenue and success.
This is Humans'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 Humans travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Channel 4‘s Humans 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 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 Humans, for example, can be assessed for a market e.g. United Kingdom, which can then be benchmarked against genre averages (e.g. Sci-fi Drama), using our globally standardized Demand Expressions® metric.
This page has been renewed on April 22, 2024, 2:02 p.m. PST using television demand content from Parrot Analytics for Humans in the United Kingdom. We provide our partners with far-reaching content expertise to help them drive better and more informed content distribution strategies. Contact us today to find out more.