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, you need to make informed decisions when it comes to programming, distribution, content acquisition, and content valuation. Demand data can provide you with valuable insights to help you make informed decisions.
For instance, using demand data, you can determine how much a series is worth, the dollar value contribution of any title, to any platform, in any region. As per the analysis of "The 100" for the month of February 2024 in the United Kingdom, we can see that the demand for the show is outstanding, 10.0 times the audience demand of the average show in the UK over the last 30 days. We can benchmark demand performance against the average and quantify the platform-specific marginal revenue contribution. In other words, we can calculate the ROI a specific title can bring to any given platform.
Demand data can also help you understand the popularity of a show relative to the market average, in this case, "The 100" has higher demand than 98.7% of all drama titles in the United Kingdom. You can also use demand data to compare the performance of a show on a rolling year basis vs the last 30 days to identify any trends or changes in demand. In this instance, we see that "The 100" has increased popularity in the last 30 days, highlighting the value in allowing for real-time data in decision making.
Another way to use demand data is to understand the affinity between different shows. Using this knowledge, a team can accurately estimate cannibalization of audiences if a title is available on multiple services. From the analysis, we can see that fans of "The 100" also like "The Blacklist", "Rick And Morty", "The Mandalorian", and "Game Of Thrones". These shows could be part of a focus group for promoting "The 100" to these fans.
Demand data is region-specific, and you can use this information to identify what resonates more in different regions or markets. In the case of "The 100," we see the demand for the show in the Netherlands, Germany, Spain, Canada, France, the United Kingdom and Brazil is also outstanding. This information would be valuable to anyone making distribution decisions about the show to target markets where demand is already high.
Finally, demand data provides insight into the overarching strategy of a title. In the case of "The 100" we see that the show has a high travelability, franchiseability, momentum and reach score. A high franchiseability score indicates the spin-off potential of the show, which could be a valuable consideration for anyone making content acquisition decisions.
In conclusion, demand data can help you make informed decisions as a TV executive. Whether you are making programming, distribution, content acquisition, or content valuation decisions, demand data can give you a better understanding of what resonates with audiences. The analysis of "The 100" for the United Kingdom provides valuable insights, which can serve as an example of how demand data can be used to provide informed strategic decisions.
The 100's travelability to the United Kingdom in the last 30 days is 59%, which means that the audience demand for The 100 is 59% of the demand in its country of origin, United States. Click through to another market to discover how well The 100 travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular the cw‘s The 100 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 the cw 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 The 100, for example, can be assessed for a market e.g. United Kingdom, which can then be benchmarked against genre averages (e.g. Sci-fi Drama), using our globally standardized Demand Expressions® metric.
This page has been altered on March 18, 2024, 12:43 p.m. PST using global television demand metrics from Parrot Analytics for The 100 in the United Kingdom. We provide our partners with smart subscription-video-on-demand know-how to help them drive better and more informed content distribution strategies. Contact us today to find out more.