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, understanding audience demand is essential for making informed content, acquisition, distribution, and programming decisions that drive business success. A show's success is largely based on its demand, which is a measure of how much viewers want to watch it. In this article, we'll examine how demand data relates to content valuation, using the example of "The Changeling" for the month of March 2024 in the United Kingdom.
Content valuation uses demand data to answer questions such as, how much is my series worth, how much of my series' value is being driven by demand for one of its stars, and what is the value of a content library to a platform over time. Using Parrot Analytics' content valuation system based on demand data, we can calculate the ROI a specific title will bring for any given platform, understand a TV series' ability to drive subscriptions and mitigate churn, and determine how much to spend on content.
Now, let's take a closer look at "The Changeling." With 7.4 times the audience demand of the average show in the United Kingdom over the last 30 days, demand for "The Changeling" is good. This means that only 8.6% of all TV shows have this level of demand. Additionally, its demand has been decreasing recently, compared to its demand of 8.2 times the average over the last 90 days. Although it moved up 17 spots in its rank during March in the United Kingdom, it achieved the peak rank of only #458. These metrics can inform acquisition and distribution decisions.
In terms of genre, "The Changeling" ranks at the 97.7th percentile in the drama genre, in March. This means that it has higher demand than 97.7% of all drama titles in the United Kingdom. This data can inform programming decisions and aid in content valuation.
Moreover, the Parrot Pulse for "The Changeling" provides an independent measure of its global performance across six dimensions. Firstly, the worldwide audience demand across all platforms is outstanding, while its travelability is good. The show's travelability quantifies its international demand relative to its home market. Secondly, the longevity of "The Changeling" is outstanding, measuring how well audience demand is maintained over time. Its momentum, or the pace of growth, is likewise exceptional. Finally, its franchisability (spin-off potential) and reach (the number of people expressing demand for a show) both rate as ok. These metrics can provide strategic insights, including content valuation, for productions and executives alike.
To dive deeper into the show's performance, comparing the last 30 days to the rolling year shows that although its peak demand was 14.6 times the average over the course of the entire year, it peaked at 9.1 times the average in the last 30 days, a 37.5% increase. Its average demand on a rolling year basis was 5.8 times the average title, compared to 7.4 times the title average for the last 30 days, indicating the show has increased popularity. These trends can inform programming decisions such as scheduling or marketing campaigns.
Finally, examining the top 10 global markets where "The Changeling" is most in-demand over the last 30 days, we find that this TV series outperforms the demand of the average TV show (1x) in each market. The United States is "The Changeling"'s number one market globally, with outstanding audience demand of 8.6x. It's important to note that the show's demand in the United Kingdom is good, not outstanding. However, it's essential to balance competing metrics and take into account the show's overall global performance when making strategic decisions.
In conclusion, by leveraging demand data, entertainment executives can make better-informed content, acquisition, distribution, and programming decisions that ultimately drive business success. Demand data can provide valuable insights into content valuation, a show's performance, genre trends, and much more. In the case of "The Changeling," the show has good demand performance in the United Kingdom, exceptional longevity, and global demand, providing valuable insights for entertainment executives to leverage.
The Changeling's travelability to the United Kingdom in the last 30 days is 83%, which means that the audience demand for The Changeling is 83% of the demand in its country of origin, United States. Click through to another market to discover how well The Changeling travels internationally.
Answer one question and put our thinking to work on your challenges.
Who are you in the industry?
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 Drama genre and assess the strengths and weakness of the competition’s content e.g. Apple TV+, leading to increased commercial efficiency and ROI.
Support casting decisions with empirical market data for the United Kingdom. Contact us now to reveal hidden talent insights, through a combination of affinity and trait analysis, encompassing both global and market-based factors to determine who is truly worth an investment. Discover new business opportunities and assess the strengths and weakness of the competition’s offerings including specific titles such as The Changeling.
Produce with confidence whilst mitigating downside risks. Contact us now to decrease production risks by combining content genome insights with demand data to increase the likelihood of a successful series: Gain deep insights into character, talent, setting, plot, theme and genre preferences, including Drama. Using audience demand data, explore markets such as the United Kingdom to discover lucrative new sales opportunities whilst evaluating the expected ROI for new series acquisitions such as The Changeling from partners like Apple TV+.
Studios in the United Kingdom are now empowered to fuse art with science for the next global hit. Contact us to gain deep insights into target audiences’ character, talent, setting, plot, theme and genre preferences (e.g. Drama) - for both local and global content. Find the best performing concepts with demand-driven concept testing and development. Apply talent demand to gain a holistic view of future content performance, pre-development.
Are you seeking distribution for The Changeling? Lead global content negotiations with authority. Contact us now to discover if you should prioritize markets such as the United Kingdom, based on country-specific audience demand - including territories where commercial rights have not yet been granted. Apply a demand-based framework to negotiations with potential distribution partners such as Apple TV+ to maximize the deal value. Assess the strengths and weakness of the competition’s content, leading to increased commercial efficiency and ROI.
Maximize advertising revenues from new audiences in the United Kingdom. Contact us now to leverage a return-focused selection criteria for title acquisition from Apple TV+ by incorporating country-specific trend and market demand factors. Appeal to audience interests using demand-driven advertising and personalize campaigns to capitalize on pre-release demand for specific titles such as The Changeling. Access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles that have not even been released.
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. The Changeling), 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 Drama 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 Drama. 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 The Changeling, 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 The Changeling 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 The Changeling, for example, can be assessed for a market e.g. United Kingdom, which can then be benchmarked against genre averages (e.g. Fantasy Drama), using our globally standardized Demand Expressions® metric.
This page has been recreated on April 22, 2024, 2:03 p.m. PST using television demand data from Parrot Analytics for The Changeling in the United Kingdom. We provide our partners with meaningful media industry workflows to help them drive better and more informed content investment strategies. Contact us today to find out more.