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 a TV executive, analyzing demand data can give valuable insights into content performance and how users are engaging with it. Taking "Seinfeld" as an example, we can determine how demand data can inform strategic decision-making:
1. Content Valuation: Using demand data, "Seinfeld's" economic value can be measured, including how much the show is worth to other platforms and how it drives engagement across catalogs. Through quantifying marginal revenue contribution, decision-makers can understand how much the title was worth to any platform, and how much it ranked over other shows in its genre. Furthermore, they can estimate the ROI generated by the show and assess its ability to drive subscriptions and minimize churn.
2. Distribution and Acquisition Decisions: As a streaming service or network, analyzing "Seinfeld's" travelability measurement indicates how much demand there is for the show outside of its home country. Other decision makers, such as content distributors and content finance companies, may decide to partner with production companies or creators based on such data to ensure profitable investments.
3. Programming Decisions: "Seinfeld's" top ten most in-demand markets indicate to a TV executive where demand and audience interest lie. Decision makers can use data in this way to tailor their programming strategies concerning regional markets and optimize release dates.
4. Franchising and Spin-offs: "Seinfeld's" franchisability provides an idea of how franchiseable the show is and the potential spin-off opportunities. Decision-makers could leverage metrics to select IP that could convert into franchises or create spin-offs, thereby further monetizing the show.
5. Long term Content Strategy and Planning: Through supply and demand analysis, decision-makers can identify which TV shows exhibit inherent opportunities to acquire or produce. On a sub-genre level, demand data can reveal insight into attractive elements and the most popular genres. Longevity data gives insight into how well a specific show sustains market engagement over time and how much balance it can give to the programming portfolio.
For instance, when we look at Seinfeld's performance in March 2024 in the United Kingdom, analyses reveal that the show has outstanding audience demand compared to the average series in the United Kingdom. However, the demand is decreasing recently. The show has also moved up in its rank and ranks at the 98.2th percentile in the comedy genre in March. The show's momentum and franchisability are both outstanding, and the show is outperforming the demand of average shows in each of its top ten markets. The report highlights the areas where decision-makers can focus their programming resources in the future. Decision-makers can use the data's locality and audience sentiment placings to add to their current catalog and aid recommendations stimulating positive word-of-mouth on the platform.
Seinfeld's travelability to the United Kingdom in the last 30 days is 34%, which means that the audience demand for Seinfeld is 34% of the demand in its country of origin, United States. Click through to another market to discover how well Seinfeld travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular NBC‘s Seinfeld 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 NBC 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 Seinfeld, 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 renewed on April 22, 2024, 2:01 p.m. PST using global television demand datasets from Parrot Analytics for Seinfeld in the United Kingdom. We provide our partners with smart television know-how to help them drive better and more informed content distribution strategies. Contact us today to find out more.