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.
Content is king, but it can be difficult to know which content to focus on when there are so many options available. A content valuation system powered by global content and audience demand data can help you make informed decisions about content acquisition, production, and distribution. This is where Parrot Analytics come in, and in this article, we will discuss how demand data can be used to help entertainment executives make more informed programming decisions.
Using the example of "Queer Eye", let's see how demand data can assist in content valuation, and of course, other strategic decisions.
How can content valuation leverage Parrot Analytics demand data?
Parrot Analytics' content valuation system is based on demand data and reveals the dollar value contribution of any title, to any platform, in any region. So, in the case of "Queer Eye", demand data within the United Kingdom could be used to determine its value and ROI for a specific platform within this region. By analyzing demand data, executives can determine the potential success of a title on their platform, leading to better decision-making with regards to buying or distributing content.
How does demand enable valuing IP globally?
Demand data provides insights into which content is most popular in different markets around the world. Studying international demand data for "Queer Eye" reveals that its home market, the United States, is where it has the highest demand. However, the show is also in high demand in Canada and other markets such as China, Australia, the United Kingdom, Germany, Romania, France, and the Netherlands. Such data is valuable for executives looking to expand their content into new regions or for those seeking new global content investment opportunities.
How can demand inform scalable concept testing?
Studying demand data for different elements of "Queer Eye" provides valuable insights into what makes the show a success. Executives can learn which elements of the show appeal to its fans the most, and therefore optimize upcoming productions and content acquisition accordingly.
How can executives use demand data for subscriber acquisition and retention?
Over the course of time, executives can analyze demand patterns of titles within their content library and identify which content is most likely to attract and retain subscribers. In the case of "Queer Eye" within the United Kingdom, it can be seen that it scored 2.5 times the audience demand of the average show. Executives can use data that informs them of when demand decreases or spikes as a means of predicting which content will be a hit, allowing them to confidently acquire or produce specific titles that will both engage and retain their audiences.
How does demand inform competitive benchmarking?
Similar shows are often in competition with each other or in the case of distribution, platforms and networks may compete to provide exclusive content. By comparing demand for "Queer Eye" to that of similar shows, executives can use this data to understand which titles to acquire for the platform or network to remain competitive. In the United Kingdom, fans of "Queer Eye" were also interested in shows like "Alone", "Forged In Fire", "Love Island: All Stars", "Black Mirror", "Jeopardy!", "Only Murders In The Building", "The Curse Of Oak Island", "Fear The Walking Dead" and "PAW Patrol".
Conclusion
It is clear that audience demand data is a powerful tool for entertainment executives to use when making strategic decisions about content acquisition, production, and distribution. By analyzing demand data, executives can determine the potential success of a title on their platform, leading to better decision-making with regards to buying or distributing content. Parrot Analytics provides a content valuation system powered by global content and audience demand data, which allows executives to make informed decisions when evaluating content. Demand data directs executives towards the right content to acquire or distribute, the optimal release strategy and pricing, and the target market to prioritize for their content.
Queer Eye's travelability to the United Kingdom in the last 30 days is 29%, which means that the audience demand for Queer Eye is 29% of the demand in its country of origin, United States. Click through to another market to discover how well Queer Eye travels internationally.
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Acquire the best shows from partners such as Netflix 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. Queer Eye), 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.
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Our TV audience measurement dataset is truly global. Discover how popular Netflix‘s Queer Eye 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 Netflix 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 Queer Eye, for example, can be assessed for a market e.g. United Kingdom, which can then be benchmarked against genre averages (e.g. Lifestyle Reality), using our globally standardized Demand Expressions® metric.
This page has been adjusted on March 18, 2024, 12:45 p.m. PST using global tv demand content analytics from Parrot Analytics for Queer Eye in the United Kingdom. We provide our partners with meaningful OTT competencies to help them drive better and more informed content sales strategies. Contact us today to find out more.