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 working across multiple fields can benefit significantly from demand data insights when it comes to making more informed content, acquisition, distribution, or programming decisions, and "This Is Us" is a good example of how. Parrot Analytics' content valuation model is driven by global content demand and supply, and the demand data for this show in the United Kingdom shows good trending demand over the last 30 days. Its demand is 7.9 times higher than the average show, and only 8.6% of all TV shows have a similar high demand.
Content valuation uses demand data to estimate the worth of a series, a content library, and the contribution of demand for a star or genre to the value of a show. Executives can use Parrot Analytics' content valuation system, which is powered by global content demand, to reveal the dollar value of a title and estimate the ROI a specific title will bring to a platform. For instance, an OTT platform may use the tool to determine how much to spend on content.
Demand data also helps executives identify the top-performing markets for their shows and aids in discovering under-monetized titles. In the case of "This Is Us," the show's top market globally is the United States, where its demand is outstanding (15.6 times higher than the average). This information can be used by a studio or content distributor to evaluate the value of the show's spin-off potential. In addition, the show's excellent rank in its genre in the United Kingdom (99.1st percentile) signifies that it has higher demand than 99.1% of all romance titles in the country. This information can assist an entertainment talent agency in making smart decisions concerning their clients' genres and targeting the right market.
Demand data can also inform strategic decisions about supply and demand, including an acquisition decision for a TV series financing company. For instance, they can examine other shows that fans of "This Is Us" are also interested in, such as "The Good Doctor" and "Outlander," and decide which shows to acquire or produce based on their opportunity potential.
Finally, demand data is crucial when it comes to retention and acquisition of new subscribers in pay TV and linear networks. By examining how a show's demand is changing over time, as shown with "This Is Us," executives can acquire shows to keep the current audience happy or address genre gaps. In contrast, identifying shows with high global appeal, such as "This Is Us" with outstanding travelability, can help attract new subscribers to an SVOD service.
This Is Us's travelability to the United Kingdom in the last 30 days is 47%, which means that the audience demand for This Is Us is 47% of the demand in its country of origin, United States. Click through to another market to discover how well This Is Us travels internationally.
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Acquire the best shows from partners such as NBC to fortify your competitive position in the United Kingdom. Contact us now to access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles (e.g. This Is Us), including those that have not even been released. Leverage a return-focused selection criteria for title acquisition by incorporating country-specific trend and market demand factors.
Command your Drama genre niche with maximum net subscriber adds. Contact us now to harnesses audience demand data to gain insights for growing and keeping a subscriber base. Leverage a return-focused selection criteria for title acquisition from partners such as NBC by incorporating country-specific trend and market demand factors for all markets including the United Kingdom. Appeal to the individuality of your audience base, taking into consideration the unique and limitless characteristics of taste clusters.
Deploy high impact entertainment marketing strategies across all genres including Drama. Contact us now to deploy demand-driven marketing, the only empirical earned media measure of your marketing spend. Access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles such as This Is Us, including those that have not even been released. Appeal to your target markets, including the United Kingdom, based on audience interests, enabling the personalization of campaigns to capitalize on pre-release demand.
Our TV audience measurement dataset is truly global. Discover how popular NBC‘s This Is Us 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 NBC 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 This Is Us, for example, can be assessed for a market e.g. United Kingdom, which can then be benchmarked against genre averages (e.g. Family Drama), using our globally standardized Demand Expressions® metric.
This page has been enhanced on April 18, 2024, 2:01 p.m. PST using television demand metrics from Parrot Analytics for This Is Us in the United Kingdom. We provide our partners with essential entertainment industry workflows to help them drive better and more informed content investment strategies. Contact us today to find out more.