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 need to make informed decisions about content acquisition, distribution, programming, and valuation. Demand data can be a valuable tool in your decision-making process. Take the example of "The Newsroom" and its performance in the United Kingdom in March 2024.
Content valuation is essential for any platform, and demand data can help you accurately determine the value of any title. "The Newsroom" has good demand in the United Kingdom, with 4.6 times the audience demand of average shows over the last 30 days. You could use demand data to assess the value of the show in your platform's region or to optimize the ROI of a title investment. You could also use demand data to estimate the potential value of a content library over time, assess the value of exclusivity, or for competitive benchmarking.
Platform-specific marginal revenue contribution is another metric that you can track using demand data. You can use demand data to understand how a specific title drives engagement across the rest of your catalog or to assess a TV series' ability to drive subscriptions and mitigate churn. By examining demand data for a title, you can gain insights into the type of content that exhibits opportunity to acquire or produce. This can help you make informed decisions about the types of content you need to grow your audience and retain subscribers.
"The Newsroom" has outstanding global performance across six dimensions. Its worldwide audience demand across all platforms is outstanding, longevity is excellent, and its momentum is outstanding. This information is crucial in determining the value of the show and helps in evaluating content acquisition and investment decisions. In addition, demand for the show has increased by 35.1% in the United Kingdom in March 2024, indicating the potential to drive subscriber acquisition in this region.
Knowing that "The Newsroom" outperforms the global average in each of its top ten markets over the past 30 days can help you make more informed distribution decisions. You can use demand data to find new opportunity markets for content distribution or to evaluate the appeal of content to global audiences. The "Parrot Pulse," a tool that provides an independent measure of a show's global performance, gives you six dimensions to consider when deciding which titles to acquire or invest in.
In conclusion, understanding demand data is essential for any entertainment executive looking to stay relevant and make informed decisions in an increasingly competitive market. The insights gained from demand data can inform decisions about content acquisition, distribution, programming, and valuation. The example of "The Newsroom" in the United Kingdom in March 2024 demonstrates how insights gleaned from demand data can positively impact a platform's bottom line.
The Newsroom's travelability to the United Kingdom in the last 30 days is 60%, which means that the audience demand for The Newsroom is 60% of the demand in its country of origin, United States. Click through to another market to discover how well The Newsroom travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular HBO‘s The Newsroom 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 HBO 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 Newsroom, for example, can be assessed for a market e.g. United Kingdom, which can then be benchmarked against genre averages (e.g. Political Drama), using our globally standardized Demand Expressions® metric.
This page has been modified on April 22, 2024, 2:02 p.m. PST using global demand analytics from Parrot Analytics for The Newsroom in the United Kingdom. We provide our partners with essential subscription-video-on-demand insight to help them drive better and more informed content investment strategies. Contact us today to find out more.