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 a TV executive, there are many strategic decisions you must make. Demand data is a powerful tool that can assist with content valuation, acquisition and distribution, and programming decisions. Taking "Unearthed" as an example, let's look at how demand data can be used to make informed decisions.
Content valuation is a key concern for TV executives. Knowing the value of a title or library is crucial when making investment decisions. Demand data provides insights into the worth of a title. As explained, "Unearthed" has 2.2 times the audience demand of the average show in the United Kingdom over the last 30 days. Compared to its demand of 1.6 times the average over the last 90 days, demand for this show has been increasing recently. Its peak demand was 5.8 times the average over the course of the entire year, although in the last 30 days, it was slightly increased. Its average demand on a rolling year basis was 1.8 times the average title, whereas over the last 30 days, it was 2.2 times the title average, indicating an increase in popularity. By using demand data, TV executives can get a baseline for content valuation and predict demand trends, which can lead to smarter investments in content.
Acquisition and distribution decisions are central to the success of any platform. "Unearthed" performs well in various markets across the world, including the United States, France, Mexico, Canada, Netherlands, China, United Kingdom, Czechia, and Japan. This information can help TV executives determine which regions to distribute the show in, as well as which countries to focus on for content acquisitions based on high demand data. The demand data also provides insight into what sub-genres of documentaries have a demand in the said regions.
Programming decisions involve deciding which shows to produce, renew, or cancel. By analyzing the demand data, TV executives can assess "Unearthed's" performance vis-a-vis other shows on the platform and in the same genre. It's interesting to note that the show's rank dropped by 4024 spots during January in the United Kingdom, which indicates that its popularity may have decreased, but it's still much higher than the average show. However, its audience demand has decreased by 89.7% in January, which may indicate that some viewers have lost interest in the show. Studying the shows that fans of "Unearthed" also like, TV executives can identify the popular shows and design similar shows with better production quality.
In conclusion, demand data is a valuable tool for TV executives to make informed decisions. It offers insights into content valuation, audience engagement, geographic and genre preferences, and trend analysis, which can lead to smarter investments. By analyzing "Unearthed's" performance in the United Kingdom and worldwide across various dimensions, we have demonstrated how demand data can be used to make content, acquisition, distribution, and programming decisions.
Unearthed's travelability to the United Kingdom in the last 30 days is 10%, which means that the audience demand for Unearthed is 10% of the demand in its country of origin, United States. Click through to another market to discover how well Unearthed 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 Science 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 Unearthed, for example, can be assessed for a market e.g. United Kingdom, which can then be benchmarked against genre averages (e.g. Science Reality), using our globally standardized Demand Expressions® metric.
This page has been updated on April 19, 2024, 2 p.m. PST using demand analytics from Parrot Analytics for Unearthed in the United Kingdom. We provide our partners with essential television insight to help them drive better and more informed content investment strategies. Contact us today to find out more.