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.
Entertainment executives across the board can make more informed content, acquisition, distribution and programming decisions by leveraging demand data. In this article, we will use "The Morecambe & Wise Show" as an example to showcase how demand data can inform these decisions.
Content Valuation: By examining a show's demand data, executives can assign a dollar value to a title, and determine how much to spend on it. According to the data on "The Morecambe & Wise Show," it has a demand 4.5 times higher than the average show in the UK, indicating that it is a valuable asset for the platform's library. The globally negative travelability score and lower franchisability score suggests that "The Morecambe & Wise Show" may not be easily exported to international markets, and may not have significant spin-off potential.
Programming decisions: Demand data can help with programming decisions on its optimal release strategy and pricing, as well as understanding which titles to buy that will grow the platform's audience and reduce churn. For instance, "The Morecambe & Wise Show" experienced a spike in demand in late March 2024 in the UK. When the platform releases another season of the show could be strategically informed by this data.
Distribution decisions & Supply Management: It helps determine the most lucrative mediums for distributing content (OTT, Linear, SVOD), and identifying new distribution territories. For example, "The Morecambe & Wise Show" is performing well in China. Platforms should consider distributing this content in China and as mentioned before, should consider the timing of release based on its demand data.
Acquisition decisions: The executive can acquire content that exhibits an opportunity in terms of supply and demand data. Suppose the executive is looking for new content to acquire. In that case, they can use the list of shows that fans of "The Morecambe & Wise Show" also like, such as "Barry (2018)," "Louis Theroux: Forbidden America," and "Doctor Who," to inform their content acquisition decisions.
Retention & Acquisition decisions: One can use demand data to determine what type of content subscribers like, which titles should be acquired, and which existing shows retain the audience's interest. According to the data, "The Morecambe & Wise Show" has been increasing its popularity and audience demand, making it an excellent option to retain the current audience.
Competitive Benchmarking: The demand data can deliver information on how other titles on the platform compare to "The Morecambe & Wise Show." When comparing the show's rolling year basis with the last 30 days, it shows an increase in popularity. It is essential to benchmark content against competing titles, which help platforms and executives to understand their content's overall performance.
In conclusion, demand data is an indispensable tool for any executive in decision making across the content industry. Using "The Morecambe & Wise Show" as an example, the data illustrates the show's value as well as the potential market it could cater in. It indicates a show's potential in driving growth, manage supply and demand, and product development and acquisition. As data continues to play a more significant role in the creation and distribution of content, executives must incorporate demand data to keep up and succeed in the competitive industry.
This is The Morcambe & Wise Show'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 Morcambe & Wise Show travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular BBC‘s The Morcambe & Wise Show 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 BBC 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 Morcambe & Wise Show, for example, can be assessed for a market e.g. United Kingdom, which can then be benchmarked against genre averages (e.g. Sketch Comedy), using our globally standardized Demand Expressions® metric.
This page has been altered on April 22, 2024, 2:05 p.m. PST using global tv demand datasets from Parrot Analytics for The Morcambe & Wise Show in the United Kingdom. We provide our partners with valuable OTT insight to help them drive better and more informed content partnership strategies. Contact us today to find out more.
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