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 make informed content decisions to compete in the dynamic and crowded entertainment industry. One of the most effective ways to make more informed decisions is by using demand data. In this context, demand data is audience engagement data that details how many people want to watch a particular series and how much they care about it. It also shows what similar shows the audience might like and which markets are interested in your content.
Taking the example of "Outer Range" in the United Kingdom, demand data can be used to inform content valuation. Content valuation based on demand data is an economic valuation system that reveals the value of a title on any platform in any region. Demand data plays a significant role in determining how much a title is worth concerning content acquisition, distribution, programming, and even production decisions. Below are several ways to use this type of data in making informed decisions:
1. Content Valuation: By using demand data, you can estimate the value of a TV series to drive subscriptions, mitigate churn, and assess its ability to appeal to a global audience for a streaming service or media company. For example, in the case of "Outer Range," since its demand is 2.7 times the average show in the United Kingdom over the past 30 days, its valuation would likely reflect this data.
2. Assess Franchisability: Demand data can be used to determine the spin-off potential of a show or its franchise potential. If a show has consistently high audience demand, it is an indicator of the potential for the show to be spun off into new content and expand its universe.
3. Competitive Benchmarking: The use of demand data can enable you to compare the performance of your series to others available on the market. For instance, with "Outer Range," you can see how it fares compared to other popular shows available for streaming based on audience demand.
4. Optimize Marketing Campaigns: Demand data provides insights into what your audience is interested in and can, therefore, help you optimize marketing campaigns for individual titles. Within the "Outer Range" example, we can see when there have been spikes in the demand data, which could be correlated with a particular marketing campaign.
5. Market Expansion and Travelability: The use of demand data highlights areas where there is untapped audience potential. In the case of "Outer Range," rather than focus on the current market demand for the show, you can look to travelability to identify regions where the series has untapped potential for an existing or new audience.
In conclusion, by utilizing demand data, entertainment executives can get detailed insights into audience engagement data, making it quick and easy to evaluate the overall performance of a series. With a significant focus on content valuation, assessing franchisability, competitive benchmarking, optimizing marketing campaigns, and understanding market expansion, demand data provides a roadmap for informed choices in content acquisition, distribution, production, or programming.
Outer Range's travelability to the United Kingdom in the last 30 days is 50%, which means that the audience demand for Outer Range is 50% of the demand in its country of origin, United States. Click through to another market to discover how well Outer Range travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Amazon Prime Video‘s Outer Range 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 Amazon Prime Video 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 Outer Range, for example, can be assessed for a market e.g. United Kingdom, which can then be benchmarked against genre averages (e.g. Mystery Drama), using our globally standardized Demand Expressions® metric.
This page has been regenerated on April 22, 2024, 2:04 p.m. PST using television demand analytics from Parrot Analytics for Outer Range in the United Kingdom. We provide our partners with extensive television know-how to help them drive better and more informed content investment strategies. Contact us today to find out more.