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.
Are you an entertainment executive seeking to make informed decisions about content acquisition, programming, and distribution? Demand data analytics can help. The example of "Baskets" provides valuable insights, revealing how demand relates to content valuation and how it can guide content decision-making when executed properly.
Content valuation and decision-making:
Content valuation uses demand data to answer fundamental questions such as how much a show is worth, its ability to drive engagement on a platform, and its potential to reduce churn. Based on demand parameters, like travelability, momentum, and franchisability, executives can determine how much to spend on content, how to price it, and what type of content exhibits opportunities for acquisition or production.
Marketing:
Marketing campaigns can be optimized ahead of premieres using demand data. Momentum, which measures the pace of growth in demand, is helpful in evaluating the effectiveness of marketing campaigns.
Global Expansion:
Demand data informs the OTT platform and TV executive on which platforms to target for distribution and expansion. By examining its performance in the top 10 global markets where it is most in-demand, executives can determine the show's travelability (international demand relative to its home market). This allows them to assess if there is an opportunity to globally monetize the show.
Subscriber Retention and Acquisition:
Demand data analytics reveal which titles should be acquired to keep current audiences engaged with a platform and to attract new subscribers. Executives can examine a show's longevity, which measures how well audience demand is maintained over time. This helps in determining what catalog content should be acquired to increase engagement and retain customers.
Content Optimization:
Demand data allows for scalable concept testing, informing executives of what fans like most about existing content and how upcoming productions can be optimized for success. Affinity analysis determines which talent, brand, or TV shows could help executives expand the audience and drive engagement.
Now, looking at the example of "Baskets," we can draw some conclusions. With 3.3 times the audience demand of an average show over the last 30 days and demand higher than 91.1% of all drama titles in the US, executives may justify a renewed interest in the show. However, its performance over the last 90 days indicates decreasing demand. Comparing the performance of "Baskets" on a 1-year rolling basis with the last 30 days, shows a decreased popularity. Still, executives may note that it peaked at 5.0 times the average in the last 30 days, indicating a possible upward trend. Additionally, pinpointing the top 10 global markets where the show is most in-demand reveals that it outperforms the demand of an average TV show in each of them. With the United States being the show's number one market, executives may consider this market when strategizing any promotions or plans for international expansion.
In conclusion, demand data can guide executives on everything from content acquisition, programming and distribution to marketing campaigns, global expansion, and optimization. Analytics tools like ours allow for data-driven decision-making and can ultimately lead to profitability and success in the entertainment industry.
This is Baskets'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 Baskets travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular FX‘s Baskets 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 States, 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 FX 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 Baskets, for example, can be assessed for a market e.g. United States, which can then be benchmarked against genre averages (e.g. Dark Comedy), using our globally standardized Demand Expressions® metric.
This page has been revised on April 22, 2024, 2:04 p.m. PST using television demand content from Parrot Analytics for Baskets in the United States. We provide our partners with comprehensive TV industry workflows to help them drive better and more informed content partnership strategies. Contact us today to find out more.