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, you are probably familiar with the typical questions that arise when making content, acquisition, distribution, and programming decisions. Parrot Analytics can help provide you with insights to inform those decisions. One example is analyzing the demand data for "The Lodge" TV series. By using this series as an example, we can demonstrate how demand data can be used for content valuation and other decisions.
Firstly, content valuation uses demand data to determine how much a series is worth and how much value a series adds to a platform. For instance, you could ask yourself how much "The Lodge" series is worth to a new platform. Parrot Analytics uses its content valuation system, which is powered by global content demand and supply, to quantify the platform-specific marginal revenue contribution, how a title drives engagement across the rest of the catalog, and to calculate the return on investment (ROI) for a specific title.
For example, we know that "The Lodge" series has 2.0 times the demand of an average show in the United Kingdom for the last 30 days, and this demand level is equivalent to only 8.6% of all TV shows. Over the last 90 days, the demand has also increased by 1.8 times the average. This information can be used to compare "The Lodge" to other shows on the same platform or across different platforms. For example, if "The Lodge" is performing well in the United Kingdom, it might perform well in similar markets, and this can be an indication of its global potential.
Demand data also reveals which elements of existing content fans like the most. For instance, by analyzing the genre popularity in the United Kingdom, which are drama titles, we can infer that "The Lodge" has higher demand than 92.8% of all drama titles in the United Kingdom. This data can be used when making decisions concerning supply and demand, such as what type(s) of content exhibit an opportunity to acquire or produce and the best release strategy for the content.
Moreover, demand data can help determine which titles to acquire or distribute to appeal to current or potential subscribers:
- To retain subscribers, you can analyze demand data to determine which titles should be acquired since most fans liked "The Lodge."
- To grow your audience, you can ask yourselves which titles to buy to attract new subscribers. One can check the titles that people who like "The Lodge" also like.
- By mapping local whitespaces such as the popular genres in the United Kingdom, such as drama, you can make informed content decisions on producing or acquiring content.
Demand data also informs pre-release marketing strategies. For instance, by examining the demand spike in early October for "The Lodge," we can infer that this spike is caused by pre-release marketing efforts. Furthermore, Parrot Analytics' affinity analysis allows TV executives to identify arrangements that may improve the audience for their platform, such as partnering with specific talent or brands. This information can help in pre-release marketing strategies and when deciding which TV shows will aid in the acquisition or retention of subscribers.
Additionally, by examining the global performance of "The Lodge" across Peacock, Hulu, and other platforms, one can determine which platforms to target for distribution, which is essential in making content distribution decisions. The show's popularity in the United Kingdom and the United States is an indication that it might perform well in other similar markets.
Lastly, demand data can uncover under-monetized titles by determining new opportunity markets for content distribution, and the future sustainability of the show. For example, examining "The Lodge" demand data over the last year versus the last 30 days can help TV executives make conclusions about the show's sustained demand and therefore require less marketing spend.
In conclusion, entertainment executives can benefit from using demand data from Parrot Analytics to make informed content, acquisition, distribution, and programming decisions. As demonstrated, demand data is essential in content valuation and enables additional insights into many more aspects of the entertainment industry.
This is The Lodge's home market and therefore its travelability is 100%; the travelability of a TV show's market of origin is always 100%. Click through to another market to discover how well The Lodge travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Disney Channel‘s The Lodge 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 Disney Channel 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 Lodge, for example, can be assessed for a market e.g. United Kingdom, which can then be benchmarked against genre averages (e.g. Mystery Drama), using our globally standardized Demand Expressions® metric.
This page has been regenerated on April 22, 2024, 2:03 p.m. PST using tv demand metrics from Parrot Analytics for The Lodge in the United Kingdom. We provide our partners with meaningful TV industry know-how to help them drive better and more informed content distribution strategies. Contact us today to find out more.