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.
Demand data can be a valuable tool for entertainment executives to make informed decisions about content, acquisition, distribution, and programming decisions. Using the example of "True Blood" and its performance in the United Kingdom in January 2024, we can see how demand data can help answer different questions that may arise in the media industry.
One essential question is content valuation. Using demand data, executives can assess the dollar value of a title, understand how much it contributes to a platform, and quantify its marginal revenue contribution. In the case of "True Blood," its demand data shows that it has 7.3 times the audience demand of the average show in the United Kingdom over the last 30 days, indicating that it has a good level of demand.
Demand data helps entertainment executives to determine the best release strategy for their content and the best pricing model based on consumer preferences. As we see with "True Blood," its momentum, which measures the pace of growth, is exceptional. Even though it has been six years since the show ended airing, its audience demand is still outstanding, indicating its longevity.
Another actionable insight that demand data can provide is the selection of titles to acquire or produce. Information concerning which contents exhibit opportunities to acquire or produce can be measured through demand data. The audience's tastes and preferences can be monitored. Travelability, which measures a show's international demand relative to its home market, can inform decisions on expanding on global markets. "True Blood" shows good franchisability (spin-off potential) and outstanding reach (the number of people expressing demand for a show), indicating it has scope for further monetization as IP for the show is good.
Demand data can also help with subscriber retention and acquisition. Executives can use demand data to determine which titles should be purchased to keep the current audience happy or grow the audience's number. To this effect, the top 10 global markets that express interest in "True Blood" include the United States, China, the Netherlands, the United Kingdom, Canada, France, Australia, Spain, and the rest of the world, and all had demand of more than average. Such data can be relevant in acquisition and programming decisions as regional differences can be taken into account and solutions forged.
Demand data informs content and platform fit. Knowing which platform executives should target for distribution of their content indicates selected platforms are relevant to the audience mix. Alternatively, it can be used as evidence to declare that it might be necessary to increase content production that will increase customer retention and platform usage.
In conclusion, getting the best out of a TV show is critical. By examining "True Blood's" performance over the last 30 days, its challenge to be successful is incentive enough to make necessary changes that can make it more productive by using demand data to measure and monitor audience needs. As such, demand data can guide strategic decision making and market-facing actions that can enhance a TV show's profitability in domestic and international markets.
True Blood's travelability to the United Kingdom in the last 30 days is 47%, which means that the audience demand for True Blood is 47% of the demand in its country of origin, United States. Click through to another market to discover how well True Blood travels internationally.
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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 True Blood, for example, can be assessed for a market e.g. United Kingdom, which can then be benchmarked against genre averages (e.g. Fantasy Drama), using our globally standardized Demand Expressions® metric.
This page has been regenerated on Feb. 23, 2024, 1 p.m. PST using television demand analytics from Parrot Analytics for True Blood in the United Kingdom. We provide our partners with extensive television insight to help them drive better and more informed content advertising strategies. Contact us today to find out more.