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, demand data can provide insights on how to make informed decisions concerning content acquisitions, distribution, programming and content valuation. Using the example of "The Killing (US)", we can explore some of the questions that demand data can answer.
Content valuation is a crucial aspect of any content decision-making process. Demand data can provide information on how much a show is worth in any region, how it performs in comparison to the market average, and how it ranks against other titles available on the market. For example, "The Killing (US)" had 2.3 times the audience demand of the average show in the UK for the past 30 days. This means that demand for the show is good, and only 8.6% of TV shows have this level of demand. The show can also be compared to its previous demand, which has been decreasing. They can also utilize this data when making decisions about content acquisition, as they can determine how much a specific title will contribute in monetary value to their platform.
Demand data can enable the mapping of local whitespaces. Executives can use the information to analyze the most popular genres in a specific market and make informed decisions about which type of content to produce or acquire. For example, the demand for "The Killing (US)" has recently decreased by 30.6% in the United Kingdom. However, demand spiked in late March 2024 for that market. This information can guide executives in investing in similar genres or production styles that would resonate with the audience in the UK.
Demand data can also provide insights on subscriber acquisition and retention. Executives can use the information to determine which titles resonate most effectively with the current subscriber base or would attract new subscribers to the platform. For example, "The Killing (US)" ranks higher than 92.4% of all drama titles in the UK for the month of March 2024. It means that the show has high demand and could play a crucial role in contributing to subscriber retention for a platform. On a global scale, the show outperforms the average TV show's demand in all of the top ten markets where it is most in-demand, such as the USA and France. This means that the show has spin-off potential, which would attract new subscribers to a platform.
Executives can also use demand data to guide pre-release marketing and distribution decisions. For example, they can use demand data to analyze how popular a show is compared to other titles in the same genre that are coming out in the same time frame. The data can provide insights to maximize the release strategy of a specific title according to its demand data to reach new audiences.
Lastly, executives can use demand data to optimize production decisions. They can examine which elements of an existing show that fans liked the most and optimize an upcoming production for success. For example, fans of "The Killing (US)" also like shows such as "The Walking Dead" and "True Detective." This insight shows that the specific audience that watches "The Killing (US)" is susceptible to crime and mystery content. They can utilize this information when creating new content that would satisfy the existing fan base, with a focus on characters, narratives, and themes that fans have previously responded to positively.
In conclusion, demand data can be a valuable tool for executives to make informed content acquisition, distribution, programming, and content valuation decisions. By analyzing the demand data and combining it with additional show metadata, these executives can understand how popular a show is in specific markets, its potential success, spin-off potential, and how much it is worth to a platform. This knowledge can lead to better-informed decisions that can provide maximum ROI for their specific company.
The Killing (US)'s travelability to the United Kingdom in the last 30 days is 42%, which means that the audience demand for The Killing (US) is 42% of the demand in its country of origin, United States. Click through to another market to discover how well The Killing (US) travels internationally.
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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 Netflix 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 Killing (US), for example, can be assessed for a market e.g. United Kingdom, which can then be benchmarked against genre averages (e.g. Crime Drama), using our globally standardized Demand Expressions® metric.
This page has been amended on April 22, 2024, 2:01 p.m. PST using demand metrics from Parrot Analytics for The Killing (US) in the United Kingdom. We provide our partners with extensive subscription-video-on-demand insight to help them drive better and more informed content advertising strategies. Contact us today to find out more.