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 an entertainment executive, you are always on the lookout for the next big hit or valuable content library. By utilizing demand data, you can make more informed content, acquisition, distribution, and programming decisions that align with the interests of your audience. Let's take the example of "Stillwater", a popular children's show in the United Kingdom, for the month of November 2023.
One way to use demand data is to evaluate content valuation. Parrot Analytics' content valuation system is powered by global content demand and supply. Through analyzing the demand data of "Stillwater" in the United Kingdom, you can determine the dollar value contribution of the show to any platform, as well as its ROI. Noting that "Stillwater" has achieved 2.3 times the audience demand of the average show over the last 30 days in the United Kingdom, with only 8.6% of all TV shows having this level of demand, you can estimate its value as a strategic asset for a streaming platform. Furthermore, by examining how demand changes over time, you can assess the show's ability to drive subscriptions or retain customers, as well as its cannibalization effect.
Demand data can also be utilized to identify global trends and tastes, as well as evaluate supply and demand. For example, Parrot Analytics' demand data identifies the top 10 global markets where "Stillwater" is most in-demand over the last 30 days. This helps you to understand the show's geographic appeal and popularity, and its potential in those markets for future content acquisitions. This analysis can also be extended to reveal what type of content exhibits opportunity to acquire or produce.
To help optimize marketing campaigns ahead of premiere, demand data can inform pre-release marketing decisions, including which TV shows will help you acquire or retain subscribers and which ones resonate most with your current audience. Demand data powers affinity analysis, making it possible to understand which show or talent would be the best fit for a given audience, leading to optimally targeted advertising, promotions, and partnerships.
Furthermore, demand data can help inform programming decisions and ensure that the right content is being seen by the right audience on the platform. You can use demand data to inform optimal release strategies and pricing, revealing the best time to release a show and at what pricing. Understanding the different demand dimensions such as momentum and longevity will help you utilize catalog content that increases engagement and retains customers while requiring less marketing spend.
In conclusion, demand data is a powerful tool for entertainment executives in making informed content, acquisition, distribution, and programming decisions. By using demand data, you have an informed view of the value of a given title or library, as well as an understanding of global trends, tastes, and your audience's preferences. Using this analysis of "Stillwater" in the United Kingdom for the month of November 2023, you can explore how demand data from Parrot Analytics' content valuation system assists in making informed decisions to achieve better ROI.
Stillwater's travelability to the United Kingdom in the last 30 days is 27%, which means that the audience demand for Stillwater is 27% of the demand in its country of origin, United States. Click through to another market to discover how well Stillwater travels internationally.
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Capture more value from content opportunities in the United Kingdom as well as globally. Contact us now to leverage audience profiling, market-based insights, talent scoring and genre clustering to de-risk production investments. Discover new business opportunities in the Children genre and assess the strengths and weakness of the competition’s content e.g. Apple TV+, leading to increased commercial efficiency and ROI.
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Acquire the best shows from partners such as Apple TV+ 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. Stillwater), 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.
Command your Children genre niche with maximum net subscriber adds. Contact us now to harnesses audience demand data to gain insights for growing and keeping a subscriber base. Leverage a return-focused selection criteria for title acquisition from partners such as Apple TV+ by incorporating country-specific trend and market demand factors for all markets including the United Kingdom. Appeal to the individuality of your audience base, taking into consideration the unique and limitless characteristics of taste clusters.
Deploy high impact entertainment marketing strategies across all genres including Children. Contact us now to deploy demand-driven marketing, the only empirical earned media measure of your marketing spend. Access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles such as Stillwater, including those that have not even been released. Appeal to your target markets, including the United Kingdom, based on audience interests, enabling the personalization of campaigns to capitalize on pre-release demand.
Our TV audience measurement dataset is truly global. Discover how popular Apple TV+‘s Stillwater 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 Apple TV+ 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 Stillwater, for example, can be assessed for a market e.g. United Kingdom, which can then be benchmarked against genre averages (e.g. Cartoon), using our globally standardized Demand Expressions® metric.
This page has been regenerated on April 18, 2024, 2 p.m. PST using demand datasets from Parrot Analytics for Stillwater in the United Kingdom. We provide our partners with smart television series expertise to help them drive better and more informed content partnership strategies. Contact us today to find out more.