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, you need to rely on data to make informed content, acquisition, distribution or programming decisions. One of the most effective ways of doing this is by using demand data. Looking at the example of "Killing Eve" in the United Kingdom, there are several insights we can derive that can help you make more informed decisions.
Firstly, demand data can help you with content valuation by revealing the dollar value contribution of any title to any platform in any region. "Killing Eve" has exceptional demand in the United Kingdom, with 13.2 times the audience demand of the average TV show in the country over the last 30 days. This means that the show has a high value, and investing in it can pay off well for a platform.
Another way of using demand data is to evaluate a show's ability to drive subscriptions and mitigate churn. "Killing Eve" has a momentum that is outstanding, indicating that it is attracting more viewers and increasing its popularity. This show can be an acquisition-driving or churn-reducing title for a platform that has it among its offerings.
Furthermore, demand data can help you decide on the optimal release strategy and pricing for a TV series, in addition to answering questions like what type(s) of content exhibit opportunity to acquire or produce. Examining the top 10 global markets where "Killing Eve" is most in-demand over the last 30 days provides valuable insights about what audience segments are interested in the series and whether it has potential to travel well. For example, the show outperforms the demand of the average TV show in each of the top 10 markets, indicating that it has broad appeal. This makes it an attractive option for acquisition or production.
Demand data, combined with insights like travelability and franchisability, can also inform decisions around global expansion. For example, "Killing Eve" has outstanding travelability, which means that it has high potential to succeed in international markets. Meanwhile, its exceptional franchisability highlights spin-off potential for further monetization of the IP.
Demand data can also inform the programming decision-making process. "Killing Eve" ranks at the 99.3th percentile in the drama genre in the United Kingdom, indicating that it has higher demand than 99.3% of all drama titles in the country. With this impressive performance, acquiring or renewing the series can be beneficial for a linear or pay TV network, or a content distributor.
Finally, demand data can provide insights on the effectiveness of marketing campaigns. If demand for a show increases in response to a marketing push or promotion, it can be inferred that the campaign was successful. Additionally, momentum can indicate if a show is part of the cultural zeitgeist and has gained significant attention and buzz. In the case of "Killing Eve," its momentum is outstanding, indicating that it has become a cultural phenomenon.
In conclusion, using demand data as an entertainment executive can not only help to determine content valuation but also inform decisions around acquisition, distribution, and programming strategy, as well as spin-off potential, global expansion, and marketing campaigns. The example of "Killing Eve" in the United Kingdom shows how valuable insights can be gained from analyzing demand data to gain an advantage in the increasingly competitive entertainment industry.
Killing Eve's travelability to the United Kingdom in the last 30 days is 76%, which means that the audience demand for Killing Eve is 76% of the demand in its country of origin, United States. Click through to another market to discover how well Killing Eve travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular BBC America‘s Killing Eve 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 America 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 Killing Eve, 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 revised on March 28, 2024, 1:15 a.m. PST using television demand metrics from Parrot Analytics for Killing Eve in the United Kingdom. We provide our partners with meaningful subscription-video-on-demand capabilities to help them drive better and more informed content advertising strategies. Contact us today to find out more.