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 want to make informed decisions about content investments and acquisitions. Parrot Analytics can help you understand audience demand to make decisions that will create successful content. We will take a closer look at "Utopia" as an example of how we can leverage demand data for content valuation and decision making.
One use of demand data is content valuation. By using Parrot Analytics' content valuation system, executives can gauge the value of a title to any platform in any region. With "Utopia" in the United Kingdom, we can see that it has 3.4 times the audience demand of the average show in the country over the last 30 days, indicating good demand. Additionally, "Utopia" ranks at the 96.2th percentile in the reality genre, revealing higher demand than 96.2% of all reality titles in the United Kingdom. These metrics show that "Utopia" has value and could be a strategic asset for a streaming platform or linear network in terms of content acquisition.
Demand data also informs optimal release strategy and pricing, as well as retention and acquisition. While "Utopia" had a decrease of 6.9% in audience demand during March, we note that demand spiked in late March 2024 for the United Kingdom. Executives can use this information to optimize their marketing campaigns for upcoming seasons, and perhaps explore the potential to increase subscriptions by acquiring the show or producing similar programmes to appeal to the audience.
By examining the top 10 global markets where "Utopia" is most in-demand, executives can see how its performance compares with other shows in each market. For example, we observe that "Utopia" has good audience demand in five other countries besides the UK, namely the United States, Spain, Poland, and Germany. This information provides opportunities for content distribution and acquisition beyond the UK, to tap the show's popularity in other regions.
Demand data also uncovers under-monetized titles and answers questions concerning supply and demand. By exploring genres that are resonating with the audience, executives could identify unfilled gaps in the content offering that could lead to investments into similar programmes. The travelability data in the Parrot Pulse for "Utopia" indicates an okay score, meaning that the show has room for improvement in terms of its international demand. From a content acquisition standpoint, executives could turn their attention to acquiring shows that have high travelability potential.
With demand data, executives can also benchmark their content against other titles available in the market. In the case of "Utopia", we see that it has outperformed the average TV show in each of its top 10 global markets where it is most in-demand, indicating that it is resonating with the audience compared to other shows in those markets.
In conclusion, demand data is a powerful tool for executives to make informed decisions about content investments and acquisitions. Understanding audience demand can help quantify the value of shows, inform marketing strategies, optimize release strategies and pricing, identify gaps in the content offering, and benchmark content against other titles available in the market. By using Parrot Analytics' insights on demand data, executives can gain a competitive edge by leveraging data for decision-making.
Utopia's travelability to the United Kingdom in the last 30 days is 94%, which means that the audience demand for Utopia is 94% of the demand in its country of origin, United States. Click through to another market to discover how well Utopia travels internationally.
Answer one question and put our thinking to work on your challenges.
Who are you in the industry?
Capture more value from content opportunities in the United Kingdom as well as globally. Contact us now to leverage audience profiling, market-based insights, talent scoring and genre clustering to de-risk production investments. Discover new business opportunities in the Reality genre and assess the strengths and weakness of the competition’s content e.g. FOX, leading to increased commercial efficiency and ROI.
Support casting decisions with empirical market data for the United Kingdom. Contact us now to reveal hidden talent insights, through a combination of affinity and trait analysis, encompassing both global and market-based factors to determine who is truly worth an investment. Discover new business opportunities and assess the strengths and weakness of the competition’s offerings including specific titles such as Utopia.
Produce with confidence whilst mitigating downside risks. Contact us now to decrease production risks by combining content genome insights with demand data to increase the likelihood of a successful series: Gain deep insights into character, talent, setting, plot, theme and genre preferences, including Reality. Using audience demand data, explore markets such as the United Kingdom to discover lucrative new sales opportunities whilst evaluating the expected ROI for new series acquisitions such as Utopia from partners like FOX.
Studios in the United Kingdom are now empowered to fuse art with science for the next global hit. Contact us to gain deep insights into target audiences’ character, talent, setting, plot, theme and genre preferences (e.g. Reality) - for both local and global content. Find the best performing concepts with demand-driven concept testing and development. Apply talent demand to gain a holistic view of future content performance, pre-development.
Are you seeking distribution for Utopia? Lead global content negotiations with authority. Contact us now to discover if you should prioritize markets such as the United Kingdom, based on country-specific audience demand - including territories where commercial rights have not yet been granted. Apply a demand-based framework to negotiations with potential distribution partners such as FOX to maximize the deal value. Assess the strengths and weakness of the competition’s content, leading to increased commercial efficiency and ROI.
Maximize advertising revenues from new audiences in the United Kingdom. Contact us now to leverage a return-focused selection criteria for title acquisition from FOX by incorporating country-specific trend and market demand factors. Appeal to audience interests using demand-driven advertising and personalize campaigns to capitalize on pre-release demand for specific titles such as Utopia. Access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles that have not even been released.
Acquire the best shows from partners such as FOX 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. Utopia), 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 Reality 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 FOX 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 Reality. 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 Utopia, 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 FOX‘s Utopia 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 FOX 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 Utopia, for example, can be assessed for a market e.g. United Kingdom, which can then be benchmarked against genre averages (e.g. Competition Reality), using our globally standardized Demand Expressions® metric.
This page has been regenerated on April 22, 2024, 2:02 p.m. PST using global demand content analytics from Parrot Analytics for Utopia in the United Kingdom. We provide our partners with essential subscription-video-on-demand insight to help them drive better and more informed content licensing strategies. Contact us today to find out more.