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.
If you're an entertainment executive looking to make informed decisions about content, acquisition, distribution or programming, demand data can provide insights into audience preferences and performance of a show. Taking the recent performance of "Last Week Tonight With John Oliver" for the month of March 2024 in the United Kingdom as an example, let's explore how demand data can be utilized.
Content Valuation: Using demand data, you can start to build an economic valuation system to calculate the value contribution of a TV series to any platform. With 21.7 times the audience demand of the average show in the United Kingdom over the last 30 days and achieving the peak rank of #15, "Last Week Tonight With John Oliver" has outstanding demand. By examining the top 10 global markets where the show is most in-demand we see that it outperforms the demand of the average TV show in each market. This information allows for more accurate content valuation, identifying the baseline value of content and estimating the value of exclusivity.
Audience Demand: Parrot Analytics can answer questions about a series, such as its popularity relative to the market average, its most popular genres, and the saturation of its audience in different global regions. "Last Week Tonight With John Oliver" achieved the exceptional audience demand in the UK, has higher demand than 99.8% of all news titles, and the show has increased in popularity over the last 30 days based on data. With this information, you can make informed decisions about how well a TV show suits your platform, if it is driving subscriptions and mitigating churn, or which titles to buy if you want to retain your current viewers or obtain new ones.
Franchisability: The ability of a TV series to spin off or expand can indicate additional revenue opportunities and future success. According to the Parrot Pulse, "Last Week Tonight With John Oliver" has an outstanding franchisability (spin-off potential), which means that the show may drive additional revenue through spin-offs or related content.
Travelability: This measures a show's international demand relative to its home audience. With amazing global travelability, "Last Week Tonight With John Oliver" has a worldwide audience demand across all platforms. The fact that it is only 52% of the demand in the United States shows that there is a lucrative opportunity for global expansion.
Momentum and Longevity: Momentum measures the pace of growth, while longevity measures how long the audience demand is maintained. For "Last Week Tonight With John Oliver," both of these dimensions are said to be exceptional based on the data. An executive studying these insights would gain valuable perspective into the effectiveness of a marketing campaign around a TV show, the longevity of audience demand, and what catalog content should be acquired to increase engagement and retain customers.
Reach: Being aware of the show's reach can help determine the size of potential audience and how effectively, the TV show is being marketed. The number of people expressing demand for a show is defined as reach. The fact that fans of "Last Week Tonight With John Oliver" also tend to like successful comedies such as "The Simpsons" and "Family Guy" indicate intelligent marketing is effective.
Overall, considering demand data can help entertainment executives estimate how much global a title is worth to a platform or distributor over time, benchmark content against similar titles, uncover under-monetized titles, discover what genres are resonating most with audiences, what content to consider acquiring or producing, and how to distribute content on potential platforms worldwide. Parrot Analytics is the leading global content demand analytics company, providing insights to help entertainment decision-makers in making tangible steps for business decision-making.
Last Week Tonight With John Oliver's travelability to the United Kingdom in the last 30 days is 51%, which means that the audience demand for Last Week Tonight With John Oliver is 51% of the demand in its country of origin, United States. Click through to another market to discover how well Last Week Tonight With John Oliver travels internationally.
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Acquire the best shows from partners such as HBO to fortify your competitive position in the United Kingdom. Contact us now to access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles (e.g. Last Week Tonight With John Oliver), including those that have not even been released. Leverage a return-focused selection criteria for title acquisition by incorporating country-specific trend and market demand factors.
Command your Variety genre niche with maximum net subscriber adds. Contact us now to harnesses audience demand data to gain insights for growing and keeping a subscriber base. Leverage a return-focused selection criteria for title acquisition from partners such as HBO by incorporating country-specific trend and market demand factors for all markets including the United Kingdom. Appeal to the individuality of your audience base, taking into consideration the unique and limitless characteristics of taste clusters.
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Our TV audience measurement dataset is truly global. Discover how popular HBO‘s Last Week Tonight With John Oliver 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 HBO 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 Last Week Tonight With John Oliver, for example, can be assessed for a market e.g. United Kingdom, which can then be benchmarked against genre averages (e.g. Late Night Talk Show), using our globally standardized Demand Expressions® metric.
This page has been altered on April 18, 2024, 2:04 p.m. PST using global television demand analytics from Parrot Analytics for Last Week Tonight With John Oliver in the United Kingdom. We provide our partners with essential OTT workflows to help them drive better and more informed content acquisition strategies. Contact us today to find out more.