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.
Are you an entertainment executive thinking about how to make informed content decisions, acquisitions or programming decisions? You need audience demand data to make the right decisions about which TV shows and movies to produce, acquire or distribute. In this article, we will use the example of "Life Below Zero," a TV show about surviving winters in Alaska, to highlight how demand data can be used to get insights into a TV show's audience, performance, and other relevant metrics.
Using demand data, we can see that "Life Below Zero" has good demand in the United Kingdom and ranks in the 99.1 percentile in the documentary genre for the month of March 2024. Its demand is increasing and ranks at #527. Demand for the show has decreased by 29.4% over the course of March, likely due to the show being in off-season. Nevertheless, momentum for the show is good, suggesting that there is positive growth in its future.
An important aspect of content decision-making is content valuation. Understanding how much a series is worth is critical in determining how much money to spend on it. Using Parrot Analytics' content valuation system, industry executives can know the dollar value contribution of any title to any platform in any given region. Specific valuation metrics that executives need to consider include calculating the ROI a title will bring to a platform, assessing a TV series' potential to drive subscriptions and mitigate churn, and estimating cannibalization of viewership when a title is available on multiple services.
Another use of demand data in content decision-making is in making more informed acquisition and distribution decisions. You can use demand data to map the local whitespace or check the popularity of a title as against the market average. It also enables you to value content and determine its worth to another streaming platform. You can also use demand data to determine the optimal release strategy and pricing for content.
In addition, demand data can help you understand audience preferences and tastes that can aid you in making informed content decisions. You can use demand data to quantify taste clusters, optimize marketing ahead of premiere, and discover new market opportunities for content distribution. You can also use it to find out what type(s) of content exhibit opportunities to acquire or produce.
An analysis of travelability, longevity, franchisability, and reach can be valuable in determining a show's international demand relative to its home market, how well audience demand is maintained over time, spin-off potential, and the number of people expressing demand for a show, respectively. Using "Life Below Zero" as an example, demand is good in several countries such as Canada, Sweden, and Romania. Its travelability is okay, which suggests room for improvement, while its longevity is good, with the show maintaining its audience demand over time. Momentum is also good, indicating probable growth in the future.
In conclusion, entertainment executives can use demand data to inform acquisition, programming, content decision-making, or distribution decisions. Understanding audience demand, content valuation, and metrics such as travelability, longevity, franchisability, and reach are crucial in making informed decisions. By leveraging the demand data available through Parrot Analytics, executives can make better decisions around content production, licensing, and distribution.
Life Below Zero's travelability to the United Kingdom in the last 30 days is 63%, which means that the audience demand for Life Below Zero is 63% of the demand in its country of origin, United States. Click through to another market to discover how well Life Below Zero travels internationally.
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Acquire the best shows from partners such as National Geographic Channel 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. Life Below Zero), 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 Reality 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 National Geographic Channel 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 National Geographic Channel‘s Life Below Zero 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 National Geographic Channel 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 Life Below Zero, for example, can be assessed for a market e.g. United Kingdom, which can then be benchmarked against genre averages (e.g. Survival Reality), using our globally standardized Demand Expressions® metric.
This page has been recreated on April 22, 2024, 2 p.m. PST using tv demand datasets from Parrot Analytics for Life Below Zero in the United Kingdom. We provide our partners with comprehensive TV industry know-how to help them drive better and more informed content advertising strategies. Contact us today to find out more.