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, it is important to make informed decisions that will yield the best returns possible. The use of demand data analysis can help you determine these decisions and maximize potential profits. Using the example of "Yellowstone" for March 2024 in the United Kingdom, let us explore how demand data can help make more informed decisions.
Firstly, content valuation can be realized through demand data analysis. It can be used to determine how much a series is worth, and what the baseline value of a title is. In the case of "Yellowstone", its demand is outstanding, with 17.6 times the audience demand of the average show in the United Kingdom over the last 30 days. This information can guide pricing, whether it is being sold to a streaming platform, a linear network or pay TV network. By taking into account the show's demand, the executives can ensure that they can get the best price possible.
Demand data can also help executives identify geographical areas where a show has high levels of demand. The analysis shows that the show has higher demand in other countries like Poland, New Zealand, Canada, Sweden, Germany, Mexico, United Kingdom, and Russia. This can guide executives when selecting regions to target for content distribution and licensing.
Demand data can help executives identify trends and quantify the platform-specific marginal revenue contribution, and how a title drives engagement across the rest of the catalog. In the case of "Yellowstone," demand spiked in the United Kingdom in late March 2024. This could have been as a result of the finale of a season or some other significant event. Knowing this information is vital for executives as it allows for the optimization of the content release strategy, marketing strategy, and even PR strategy.
Demand data can also be used to find new opportunities for content acquisition, production, and distribution. For instance, executives can use data analysis to acquire or produce content that exhibits potential opportunities. In the case of "Yellowstone," its momentum shows a pace of growth that is exceptional, while its franchisability (spin-off potential) is outstanding. This information can aid in the development of spin-offs or franchises for the TV series.
In conclusion, demand data analysis can be used by entertainment executives in making more informed decisions. It has the potential to help with content valuation, selection, and optimization, among other things. By leveraging demand data, executives can make better-informed decisions that will result in maximum profits, subscriber acquisition, and retention.
Yellowstone's travelability to the United Kingdom in the last 30 days is 55%, which means that the audience demand for Yellowstone is 55% of the demand in its country of origin, United States. Click through to another market to discover how well Yellowstone travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Paramount Network‘s Yellowstone 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 Paramount Network 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 Yellowstone, for example, can be assessed for a market e.g. United Kingdom, which can then be benchmarked against genre averages (e.g. Western Drama), using our globally standardized Demand Expressions® metric.
This page has been recreated on April 18, 2024, 2:03 p.m. PST using global demand metrics from Parrot Analytics for Yellowstone in the United Kingdom. We provide our partners with essential media industry know-how to help them drive better and more informed content sales strategies. Contact us today to find out more.