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.
If you are looking to make informed content decisions as an entertainment executive, demand data can help you understand how well a TV series is performing and how it compares to other series within the same genre or market. Let's use the example of the TV series "#wargames" in the United Kingdom during November 2023 to illustrate how demand data can inform your decision-making process.
One key question that demand data can answer is related to content valuation. By understanding the demand level of a specific show, you can determine how much it is worth and how it compares to other titles in your catalog. According to the analysis, "#wargames" had 3.0 times the audience demand of the average show in the United Kingdom over the last 30 days, and its demand has been steadily increasing recently. This places the show in the 8.6% of all TV shows with high demand, indicating it is a valuable asset for a TV network or streaming platform.
Demand data also reveals which genres or specific titles are resonating with your audience, giving you insight on what type of content to consider for distribution or acquisition. The analysis shows that "#wargames" ranks at the 94.9th percentile in the drama genre in the United Kingdom, suggesting the drama genre is popular in this market. Additionally, the report highlights shows that fans of "#wargames" also like, which can inform programming decisions for similar titles.
Demand data can also inform travelability, or how well the show performs outside of its home market. For "#wargames", travelability is poor as its demand in the United Kingdom was only 54% of the demand in the United States, its country of origin. This indicates that considering the show for international distribution may not be the best option. Similarly, evaluating data on longevity, momentum, franchisability, and reach can help you understand how a show is performing in these areas and therefore help you make more strategic content decisions.
Finally, by comparing performance on a rolling basis versus daily demand levels, you can gauge how well a show is currently performing compared to its historical records. According to the analysis, the demand for "#wargames" has increased by 5.8% in the last 30 days compared to the previous year, indicating increased popularity and a growing audience.
In conclusion, demand data provides valuable insights and answers crucial questions for TV executives in their decision-making processes. By leveraging this data, entertainment executives can make more informed content, acquisition, distribution, and programming decisions, ultimately leading to more successful outcomes for their businesses.
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Our TV audience measurement dataset is truly global. Discover how popular Eko‘s #wargames 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 Eko 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 #wargames, for example, can be assessed for a market e.g. United Kingdom, which can then be benchmarked against genre averages (e.g. Mystery Drama), using our globally standardized Demand Expressions® metric.
This page has been adjusted on April 22, 2024, 2:04 p.m. PST using tv demand metrics from Parrot Analytics for #wargames in the United Kingdom. We provide our partners with valuable media industry competencies to help them drive better and more informed content marketing strategies. Contact us today to find out more.