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.
For entertainment executives, using demand data can be a valuable resource in aiding strategic decision-making. The case study of "Phoenix Nights" in March 2024 in the United Kingdom is an example of how demand data can be leveraged for potential content acquisition, programming decisions, and distribution decisions.
One major benefit of examining demand data is content valuation. Demand data is used to calculate how much a title is worth to any specific platform or market. In the case of "Phoenix Nights," this show has good audience demand compared to the average TV show in the United Kingdom. At 3.2 times the demand of the average show, this suggests that "Phoenix Nights" is a valuable asset worth considering for any platform looking to acquire or distribute comedy titles in the region.
Demand data can highlight important insights about a specific show's performance within its genre. For "Phoenix Nights," the show ranks in the 94.4th percentile in the comedy genre, indicating higher demand for this show compared to the majority of other comedy titles within the United Kingdom. Additionally, audience insights show that fans of "Phoenix Nights" are also interested in titles like "The Unexplained" and "Tom Clancy's Jack Ryan." These insights can guide executives in potential future programming decisions or acquisition strategies, or even identify which titles they can cross-promote to maximize engagement from the same audience.
Moreover, demand data can reveal a show's international travelability and reach, and potentially inform decisions for global expansion, content investment, and marketing strategies. According to the Parrot Pulse, "Phoenix Nights" has poor travelability, indicating limited international demand. Still, it ranks high in its home market, especially in the United Kingdom. Taking this into account, executives can make informed decisions about the show's global reach and where to focus their efforts for global expansion.
Importantly, demand data can help executives assess the longevity of a show's performance, which has significant ramifications for SVOD, OTT, or linear network renewals or cancellations. In the case of "Phoenix Nights," demand has been decreasing recently, with a 15.1% drop in audience demand in March 2024. Also, despite having a peak demand of 7.2 times the average over the past year, the show has decreased in popularity with a peak of 4.2 times in the last month. Executives can consider how long the show has held up compared to others in its genre, whether it needs support, and how it will attract or retain new viewers over time.
Finally, competitive benchmarking is critical in assessing how a show is performing compared to others in the market. Studying demand data for similar titles for content acquisition on streaming platforms or creating a marketing campaign around an upcoming series launch can help capture audiences' attention. This information can be used to guide executives on how to improve the performance of their content and how to make more informed decisions about content acquisition, production, and marketing strategies.
In conclusion, examining demand data can provide entertainment executives with useful insights to make informed decisions concerning content acquisition, production, marketing strategies and platform distribution. By understanding audience demand and how a show is performing against similar titles in markets, entertainment executives can make informed decisions to drive strategy and ultimately, grow their platforms.
This is Phoenix Nights'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 Phoenix Nights travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Channel 4‘s Phoenix Nights 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 Channel 4 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 Phoenix Nights, 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 reconstructed on April 18, 2024, 2:02 p.m. PST using demand content analytics from Parrot Analytics for Phoenix Nights in the United Kingdom. We provide our partners with comprehensive TV analyses to help them drive better and more informed content partnership strategies. Contact us today to find out more.