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.
The show "Snapped" provides a great case study to demonstrate how entertainment executives can use demand data to make informed decisions around programming, content acquisition, and distribution. Let's dive into how demand data can be used in different scenarios.
First, let's look at content valuation. Using demand data, executives can determine the dollar value contribution of any title to any platform in any region. Demand data can answer questions like, "How much is 'Snapped' worth in the United Kingdom?", or "How much is the entire 'Snapped' library worth to a streaming service in the UK?" By knowing the demand level for "Snapped," executives can determine the return on investment (ROI) that the show will bring to their platform, and how it can drive engagement across the rest of the catalog.
Demand also enables executives to value IP globally. By knowing which content is most popular in a region or on a global scale, executives can determine the value of the content library to a platform over time, and adjust pricing accordingly. For example, the popularity of "Snapped" in the United States, Australia, Hungary, and other countries gives the producers and distributors leverage to negotiate better pricing for the show in those regions.
The demand data can also help executives deal with subscriber retention and acquisition. Knowing what titles keep subscribers happy or attract new ones is crucial. Executives can use "Snapped's" popularity and its currently increasing demand to inform programming decisions related to keeping existing audiences happy, how to reduce churn and boost growth on their platform.
The demand data can be used to optimize release strategy and pricing. By looking at when "Snapped's" demand spiked in the UK in March, executives can determine the best release strategy for new episodes, as well as, a pricing strategy that works for the audience.
Additionally, demand data can enable executives to uncover under-monetized titles. If a show's demand is growing in different seasons or for certain episodes, executives can analyze what triggered the growth and replicate it in other regions. With regards to "Snapped", executives can find new opportunity markets for content distribution or highlight the fact that the demand for the show is growing, so more viewers should be targeted.
In summary, by leveraging Parrot Analytics demand data, executives can evaluate a particular show's performance globally and in specific regions, determine its ROI and value, understand how it affects subscriber acquisition and retention, inform creative and programming decisions and much more. "Snapped" is a great example of how demand data can be used to make informed content decisions and also to answer various questions around demand, taste clusters, franchisability, and travelability. When seeking to make more informed decisions in the entertainment industry, the use of demand data is essential.
Snapped's travelability to the United Kingdom in the last 30 days is 48%, which means that the audience demand for Snapped is 48% of the demand in its country of origin, United States. Click through to another market to discover how well Snapped travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Oxygen‘s Snapped 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 Oxygen 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 Snapped, for example, can be assessed for a market e.g. United Kingdom, which can then be benchmarked against genre averages (e.g. True Crime), using our globally standardized Demand Expressions® metric.
This page has been enhanced on April 19, 2024, 2 p.m. PST using television demand content from Parrot Analytics for Snapped in the United Kingdom. We provide our partners with extensive SVOD expertise to help them drive better and more informed content licensing strategies. Contact us today to find out more.