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 entertainment executives, it is important to use data to make informed content, acquisition, distribution, and programming decisions. Demand data is a crucial tool for making such decisions and assessing a TV series' financial value. We can use demand data for a popular TV series "Taken" in the United Kingdom to explain how it can be utilized in various decision-making contexts.
Content valuation is used to determine how much a television series is worth and estimate potential ROI. Using demand data, we can determine how much to spend on content. Parrot Analytics' content valuation system is based on demand data, revealing the dollar value contribution of any title for any platform in any region. Demand informs the platform and network fit, allowing us to decide which platform or network is better suited to distribute the content. In the case of "Taken," its worldwide audience demand across all platforms is outstanding, and its travelability is outstanding, indicating its spin-off potential.
Acquisitions and Programming:
Demand data helps make informed decisions about which content to acquire or produce. For example, content distributors can use demand data to find new opportunity markets for content distribution, uncover under-monetized titles and new acquisitions for the titles. Linear or pay TV networks can use demand data to decide which titles to buy if they want to keep their current audience happy or to attract new subscribers. SVOD platforms can leverage demand data to optimize their acquisition strategy and decide which titles can mitigate churn.
Demand data provides valuable insights into where a title has a strong following and where it is underperforming, which is critical for distribution decisions. For instance, the demand for "Taken" in the United Kingdom was recently good, but it has been decreasing. However, the show has higher demand than 97.9% of all documentary titles in the United Kingdom. The show's travelability is also outstanding, so it can be distributed globally. Global SVOD expansion can also be supported by examining the top 10 global markets where "Taken" is most in-demand over the last 30 days. We can study its performance in each of these markets by comparing it with the average demand of TV shows in those countries.
Demand data can be used to optimize pre-release marketing campaigns and strategies ahead of the premiere. By analyzing the profile of the show's fans and identifying their taste clusters, executives can determine the best marketing campaigns and partners. For instance, analyzing what fans liked about the show can be beneficial in optimizing an upcoming production for success. This provides assurance that the content will appeal to its intended audience, resulting in better ratings and higher demand. For "Taken," the show's momentum, the pace of growth, is performing well in the United Kingdom, indicating that it is part of the cultural zeitgeist.
In conclusion, demand data offers an excellent opportunity to assess consumer behavior and preferences, track buzz and trends, and assist executives in making informed decisions in various decision-making contexts. Demand data assists entertainment executives in understanding viewers' tastes and providing insights into which titles would best serve their audience's needs. Moreover, demand data can help executives determine how much a title is worth, analyze the performance of shows on a global scale, and assess potential cannibalization of audiences if a title is available on several services. Demand data powers Parrot Analytics' content valuation system, offering an in-depth understanding of the financial value of television shows. By using demand data, entertainment executives can make informed decisions that will resonate with their clientele and lead to profitable ventures.
Taken's travelability to the United Kingdom in the last 30 days is 33%, which means that the audience demand for Taken is 33% of the demand in its country of origin, United States. Click through to another market to discover how well Taken travels internationally.
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Acquire the best shows from partners such as NBC 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. Taken), 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 Action and Adventure 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 NBC 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 Action and Adventure. 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 Taken, 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 NBC‘s Taken 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 Taken, for example, can be assessed for a market e.g. United Kingdom, which can then be benchmarked against genre averages (e.g. Action Thriller), using our globally standardized Demand Expressions® metric.
This page has been reconstructed on Feb. 26, 2024, 1:01 p.m. PST using global television demand datasets from Parrot Analytics for Taken in the United Kingdom. We provide our partners with far-reaching television series capabilities to help them drive better and more informed content distribution strategies. Contact us today to find out more.