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 are likely interested in understanding the demand and popularity of different shows to make informed decisions around content acquisition, distribution and programming. Let's take a look at "The Last Dance" in the context of February 2024 in the United Kingdom and the insights that demand data can provide.
One of the key use cases of demand data is content valuation. By analyzing the show's audience demand in different markets, you can determine its value to a platform or distributor. "The Last Dance" has a demand of 3.1 times the average show in the UK, which suggests that it is worth more than the average show. You can also use demand data to calculate a show's potential ROI and how it can help drive subscriptions or reduce churn. Moreover, you can quantify how a show drives engagement across the catalog.
Another way you can use demand data is to identify top-performing shows in different genres to acquire or commission new content. For example, according to the data, fans of "The Last Dance" also like "The Mandalorian", "House Of The Dragon", "Better Call Saul", "Stranger Things", "Slovo Patsana (Слово Пацана)", "Succession", "The Handmaid's Tale", "Ozark" and "Loki". By identifying these shows and the common denominator among them, you can identify what elements of content resonate with viewers and improve the ROI on new acquisitions.
In terms of distribution, demand data can inform decisions around platform fit, and map local whitespaces. You can see where the show has the highest demand globally, and determine where and how to distribute your content effectively. Additionally, you can use the demand data to optimize the release strategy and pricing for a TV series, you can identify optimal release windows where there is peak demand.
Demand data can also help with decisions around subscriber acquisition and retention. You can use the data to understand which titles should be acquired or programmed to keep the audience happy, or attract new subscribers to the service.
"The Last Dance" has high travelability score i.e., it has good international demand, which is important information considering global distribution of content. Moreover, it has good franchisability, which means it has the potential to generate spin-offs or franchises to further monetize the IP for the show. The good momentum of the demand for the show, and the outstanding longevity suggests that it has established itself as a well-liked content.
By comparing the performance of "The Last Dance" on a rolling basis, you can track its trend over time. In this case, the show has increased in popularity over the past 30 days, compared to the year's average performance. Therefore, it might be a good time to acquire or invest in the show's IPs or spin-offs, creating opportunities for creators, producers, etc.
In conclusion, demand data provides vital insights that help inform key strategic decisions around content valuation, acquisition, distribution, and programming. With a more holistic understanding of audience demand, you can make informed decisions that maximize the ROI of your content investments and align them with your business objectives.
The Last Dance's travelability to the United Kingdom in the last 30 days is 41%, which means that the audience demand for The Last Dance is 41% of the demand in its country of origin, United States. Click through to another market to discover how well The Last Dance travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular ESPN‘s The Last Dance 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 ESPN 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 Last Dance, for example, can be assessed for a market e.g. United Kingdom, which can then be benchmarked against genre averages (e.g. Sports Documentary), using our globally standardized Demand Expressions® metric.
This page has been altered on March 28, 2024, 4:38 p.m. PST using global tv demand analytics from Parrot Analytics for The Last Dance in the United Kingdom. We provide our partners with extensive entertainment industry analyses to help them drive better and more informed content investment strategies. Contact us today to find out more.