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.
For entertainment executives, understanding audience demand data is essential for making informed content or acquisition decisions. Let's take "White Gold" as an example of how demand data can help a TV executive make more informed decisions.
First of all, it's essential to note that "White Gold" has an above-average UK audience demand on the month of March 2024. It has 2.3 times the audience demand of the average show in the United Kingdom over the last 30 days, and only 8.6% of all TV shows have this level of demand. Moreover, the demand for this show has been increasing recently.
One way demand data can help content creators or acquisition executives make informed decisions is by understanding what type of content resonates with audiences, as well as the peaks in demand. For "White Gold," Parrot Analytics reports that fans of the show also enjoy shows like "Succession," "Family Guy," and "Community". This information could be useful in understanding how to target audiences better or optimize content recommendation algorithms. Additionally, the demand spike in late March could indicate a specific event or marketing campaign that boosted attention and lead executives to examine whether similar strategies could be employed in the future.
Another vital aspect of demand data relates to global content monetization, as understanding how "White Gold" performs across different countries can be critical for deciding on acquisition. The data shows that "White Gold" does well not only in its home market, the UK but also in Australia, the United States, Switzerland, Denmark, the Netherlands, Romania, Canada, and Bulgaria, although overall demand is only okay in each of these markets. These insights can help decision-makers allocate resources better and tailor marketing campaigns to specific regions.
Furthermore, demand data can help measure a show's overall success. For "White Gold," its Parrot Pulse is pretty even across the board, indicating that it has consistent performance across the six dimensions measured. By examining the travelability, longevity, momentum, franchisability, and reach of "White Gold," executives can see how the show performs beyond its home market and whether it was sustained over time, among other things.
Finally, understanding audience demand can help with content valuation by determining how much a show is worth. The Parrot Analytics content valuation system uses demand data to reveal the dollar value contribution of any title to any platform in any region. By measuring how in-demand a show like "White Gold" is, executives can better estimate a show's value, whether it be their own or that of their competitors. Additionally, this valuation system can help executives decide how much to spend on content or understand the ROI it would bring.
In summary, demand data is essential for entertainment executives because it can provide valuable insights into audience preferences, spikes in demand, global audience reach, show success, and content valuation. By examining "White Gold" as a case study, executives can understand how demand data can help inform their content and distribution decisions, assisting them in making more informed decisions about what shows to produce, acquire, or distribute.
This is White Gold'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 White Gold travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular BBC Two‘s White Gold 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 BBC Two 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 White Gold, for example, can be assessed for a market e.g. United Kingdom, which can then be benchmarked against genre averages (e.g. Comedy Drama), using our globally standardized Demand Expressions® metric.
This page has been amended on April 22, 2024, 2:02 p.m. PST using global demand data from Parrot Analytics for White Gold in the United Kingdom. We provide our partners with smart media industry workflows to help them drive better and more informed content marketing strategies. Contact us today to find out more.