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, demand data can be critical in informing your content, acquisition, distribution and programming decisions. In this article, we’ll be using “One Foot In The Grave” as a case study to show how demand data can be used to help executives make more informed decisions that lead to greater success.
Firstly, demand data can help to value content. Through analyzing demand, content valuation can be carried out to reveal the dollar value contribution of any title to any platform in any region. Content valuation uses demand data, and this helps to answer a wide range of questions, including; how much a show is worth, how much value is being driven by demand for a particular star, the baseline value of a title, among others.
For instance, based on the data provided for “One Foot In The Grave,” we can see that it has a demand of 2.6 times the audience demand of the average show in the United Kingdom, and it is ranked at the 93.3th percentile in the drama genre in March. This means that the show has higher demand than 93.3% of all drama titles in the United Kingdom. Given these metrics, it is safe to say that “One Foot In The Grave” is a valuable title.
Secondly, demand data can help executives make informed acquisition and distribution decisions. By analyzing the demand data for a show, they can answer questions like what genres are resonating with their current audience, what genres they should focus on to attract new subscribers to their SVOD service, or which titles should they buy to keep their current audience happy or grow their platform.
For example, from the data provided, we know that “One Foot In The Grave” benefits from strong demand in the United Kingdom, and it is the show’s number one market globally. This information can guide executives to focus on acquiring or distributing similar content that performs well in the United Kingdom or similar regions.
Thirdly, demand data can be leveraged to optimize content programming decisions. By analyzing demand data, executives can determine the best release strategy for their content, which can ensure that the content is being distributed to the right audience on the platform, or what elements of existing content fans like.
For instance, we know that from the data, demand for “One Foot In The Grave” spiked in late March 2024 for the United Kingdom. As such, executives could investigate what unique events or promotions took place during March that led to this increase in demand, and possibly replicate these events in subsequent releases or other titles.
Fourthly, demand data enables executives to benchmark their content against other titles available on the market, thereby enabling them to make more informed decisions. Furthermore, demand data helps to inform pre-release marketing campaigns and post-premiere marketing campaigns to ensure that the program is noticed by the right audience on their platform and beyond.
Finally, demand data helps executives to quantify the platform-specific marginal revenue contribution and how a title drives engagement across the rest of the catalog. For instance, through analyzing the data for “One Foot In The Grave,” we can understand the title’s performance through the years, and executives can ensure that they acquire content that has long-term potential, can be monetized through spin-offs or franchises, and have content that has staying power.
In summary, demand data is an important resource that executives can use to inform their content, acquisition, distribution and programming decisions. The insights derived from demand data can inform valuation, acquisition, and distribution decisions, help guide marketing campaigns, and ensure that content remains relevant and performs well in global markets.
This is One Foot In The Grave'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 One Foot In The Grave 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 BBC One 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 One Foot In The Grave, for example, can be assessed for a market e.g. United Kingdom, which can then be benchmarked against genre averages (e.g. Sitcom), using our globally standardized Demand Expressions® metric.
This page has been changed on April 22, 2024, 2:02 p.m. PST using global tv demand analytics from Parrot Analytics for One Foot In The Grave in the United Kingdom. We provide our partners with comprehensive TV industry expertise to help them drive better and more informed content marketing strategies. Contact us today to find out more.