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 are always looking for ways to make data-driven content decisions, and using demand data is the best way to do that. By using demand data, a TV executive can make more informed content decisions. Taking the case of Vanity Fair as an example, we can see how demand data can provide insights that can aid content valuation and strategic decision making.
Content valuation uses demand data to answer questions such as how much a title is worth, what is the value of a content library, and how exclusivity affects a title's value. A TV executive can use demand data to understand how valuable their content is and what price they should be willing to pay for it. In the case of Vanity Fair, the show had good audience demand in the United Kingdom, and only 8.6% of all TV shows have this level of demand. Hence, it is reasonable to believe that the show may have a higher value compared to other shows with lower demand.
Additionally, demand data can be used by an executive to value IP globally and to understand which content is most popular in their market or on a global scale. For example, we can see that Vanity Fair outperforms the demand of the average TV show in each of the top ten global markets where the show is most in-demand over the last 30 days. With the largest audience demand in the United Kingdom, Vanity Fair is a show that is highly popular in that market.
Demand data can help executives make more informed content acquisition decisions. Understanding what type of content exhibits an opportunity to acquire or produce, and what is most popular in a market, can help executives decide which titles to acquire, and for what price. For instance, by examining the show's performance, one can see that the show's momentum is 'okay,' indicating some potential for growth. Without this data, it would be challenging to know which shows will be successful and help grow the audience.
Demand data also helps with subscriber retention and acquisition. Decisions about the type of content to buy can be guided by the demand for that content and the type of audience that wants it. Executive can analyze what types of content would entice new subscribers and what titles have the highest potential to retain current audiences.
Lastly, demand data can be used to inform distribution decisions. Understanding which platforms to target for distribution of content and measuring the show's reach can help executives identify where to distribute their content to maximize audience size.
In conclusion, having a wealth of demand data can inform an executive's content valuation, acquisition, distribution, programming, and strategic decision-making processes. As an entertainment executive, understanding demand data can be a vital tool for making more informed and ultimately more successful decisions. In the case of Vanity Fair, we can see how demand data can provide unique insights into the show's popularity and potential, affecting strategic, content, and acquisition decisions.
This is Vanity Fair's home market and therefore its travelability is 100%; the travelability of a TV show's market of origin is always 100%. Click through to another market to discover how well Vanity Fair travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular ITV‘s Vanity Fair 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 ITV 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 Vanity Fair, for example, can be assessed for a market e.g. United Kingdom, which can then be benchmarked against genre averages (e.g. Period Drama), using our globally standardized Demand Expressions® metric.
This page has been altered on April 22, 2024, 2:03 p.m. PST using global demand datasets from Parrot Analytics for Vanity Fair in the United Kingdom. We provide our partners with extensive subscription-video-on-demand analyses to help them drive better and more informed content marketing strategies. Contact us today to find out more.