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 can leverage demand data to make more informed content acquisitions, distribution, programming, and content valuation decisions. For example, let us use the case of "Kingdom" in the United Kingdom as an illustration to understand how demand data can inform decision-making.
Content valuation:
- Using demand data, you can estimate the contribution of "Kingdom" to a platform and reveal its dollar value. You can also determine how much you need to spend on acquiring or making content like "Kingdom" based on audience demand. In this case, with 2.1 times the audience demand of the average TV show over the last 30 days, it is fair to say that "Kingdom" is worth investment.
Acquisition decisions:
- You can determine which content to acquire or produce by analyzing the demand data of your target audience. In this case, you can focus on acquiring content similar to "Kingdom" with high demand scores and high Travelability, Longevity, Momentum, Franchisability, and Reach metrics.
- By analyzing the top 10 global markets where "Kingdom" is most in-demand, you can also make decisions on specific regions to expand your reach in. The data shows that South Korea is where "Kingdom" has exceptional audience demand, which suggests that there is an appetite for similar content in that region.
Programming decisions:
- Demand data can provide insight into the preferences of the target audience. With the show's fans liking "Criminal Minds", "The Mandalorian", "Loki", "The Witcher", "Attack On Titan (進撃の巨人)", "Westworld", "Star Trek: Picard", "Invasion" and "The Lord Of The Rings: The Rings Of Power", you can understand what aspects of "Kingdom" resonates with the audience.
- With "Kingdom" exhibiting a peak rank of #1375 in the United Kingdom, you can also use demand data to inform programming decisions, such as scheduling, promotions, and marketing campaigns.
Distribution decisions:
- With "Kingdom" ranked highly in the overall drama genre, and demand spiking in late January 2024, you can leverage this data to understand which platforms to target for its distribution and how to create the right narrative to engage your target audience.
- You can also use demand data to evaluate the exclusivity of "Kingdom" to your platform, and how valuable a similar show may be when sold to a competitor platform.
Content valuation:
- Last but not least, using demand data, you can estimate the contribution of "Kingdom" to a platform and reveal its dollar value. You can also determine how much you need to spend on acquiring or making content like "Kingdom" based on audience demand.
To reiterate, with demand data, you can determine how much content is worth, what specific content or genres are popular in your market, how effective your promotional campaigns are, and more. By understanding audience preferences, and the demand trends of TV shows like "Kingdom," you can make informed content, acquisition, distribution, programming decisions.
Kingdom (킹덤)'s travelability to the United Kingdom in the last 30 days is 14%, which means that the audience demand for Kingdom (킹덤) is 14% of the demand in its country of origin, South Korea. Click through to another market to discover how well Kingdom (킹덤) 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 Netflix 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 Kingdom (킹덤), for example, can be assessed for a market e.g. United Kingdom, which can then be benchmarked against genre averages (e.g. Apocalyptic Drama), using our globally standardized Demand Expressions® metric.
This page has been altered on April 22, 2024, 2:01 p.m. PST using tv demand analytics from Parrot Analytics for Kingdom (킹덤) in the United Kingdom. We provide our partners with far-reaching media industry workflows to help them drive better and more informed content distribution strategies. Contact us today to find out more.