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.
Demand data can be a powerful tool for entertainment executives to make informed content, acquisition, distribution, and programming decisions. By analyzing a TV show's demand, executives can assess its popularity among audiences, its ability to drive engagement and subscription, and its potential to expand its franchise or spin-offs. Here are some ways that demand data can be used to understand and maximize the value of a TV show:
1. Content Valuation: Demand data can be used to value the content of a TV show by understanding how much it is worth to any given platform, in any region. Using Parrot Analytics' content valuation system, executives can quantify the platform-specific marginal revenue contribution and estimate the ROI a specific title will bring to any given platform. For instance, demand data for "P-Valley" over the last 30 days in the United Kingdom reveals that it has 3.4 times more audience demand than the average show in the UK, indicating that its content is highly valued.
2. Global Audience Insights: Demand data enables entertainment executives to understand and target their global audience by identifying the most popular TV shows and genres in specific markets. Executives can use these insights to tailor their content strategy according to local audience demand. For instance, the popularity of "P-Valley" in Kenya indicates an opportunity to invest in content that resonates with Kenyan audiences.
3. Audience Retention and Acquisition: By analyzing the demand data of a TV show, executives can understand its ability to retain and acquire audiences. For instance, if executives want to keep their current audiences happy, they can determine which titles to buy by looking at which ones have the highest level of demand. If they want to grow their audience, they can acquire TV shows that have high demand among potential subscribers.
4. Release Strategy Optimization: Demand data can be used to optimize the release strategy of a TV show. For instance, executives can use demand data to understand when demand for a show spikes and to tailor their premiere and marketing campaigns accordingly.
5. Franchise and Spin-off Potential: By examining a TV show's demand data, executives can assess its franchise potential and identify opportunities for spin-offs. For instance, good franchisability (spin-off potential) indicates that a TV show has a built-in audience that is interested in exploring the same universe and characters in future content.
In summary, demand data is an essential tool for entertainment executives to make informed decisions around content, acquisition, distribution, and programming. By analyzing demand data for a TV show such as "P-Valley," executives can assess its value, understand its audience, and optimize its performance to achieve long-term success.
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Our TV audience measurement dataset is truly global. Discover how popular STARZ‘s P-Valley 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 STARZ 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 P-Valley, for example, can be assessed for a market e.g. United Kingdom, which can then be benchmarked against genre averages (e.g. Crime Drama), using our globally standardized Demand Expressions® metric.
This page has been altered on April 22, 2024, 2:02 p.m. PST using global television demand analytics from Parrot Analytics for P-Valley in the United Kingdom. We provide our partners with extensive TV series know-how to help them drive better and more informed content acquisition strategies. Contact us today to find out more.