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.
In the world of television, making the right decisions, whether it is concerning content, acquisitions or programming, can often be the difference between success and failure. To navigate this ever-evolving industry, executives need accurate and timely data to make informed decisions. This is where demand data comes in.
"Dickinson," a show that explores the life of the famed poet in a highly fictionalized and stylized manner, can be used as an example of how demand data can help entertainment executives make more informed decisions.
Content Valuation:
By using demand data, executives can answer several questions regarding a TV series' worth. For instance, demand data can help to establish the baseline value of a title and provide information on how much a series is worth on the open market. For "Dickinson," its demand has been high in the United States in February, making it more valuable compared to other romance titles in the same market.
Acquisition Decision:
Using demand data, executives can assess the value of the exclusivity of a TV series. If increasing demand over time is present, it can highlight the need for a series to remain exclusive on a specific platform or network to maximize its value.
Distribution and Programming Decision:
Executives can use the data to identify opportunities for scaling a concept, local whitespace for programming, and optimizing their content release strategy and pricing. This data is also valuable in mapping out the best distribution platform and network fit for their content.
comparison to other shows:
Data on shows in similar genres can provide insight into how they are performing. In the case of "Dickinson," fans of the show also draw interest in several other programs that have an affinity with it, as well as comparable audience demand.
Subscriber retention and Acquisition:
When assessing which titles to buy or retain, SVOD platforms or linear networks can use data to determine what titles would keep their subscriber base satisfied, while which ones would attract potential new subscribers. A decline in audience demand during February could indicate that efforts need to be made to retain and attract subscribers.
Travelability:
Using travelability, which compares international and national demand, distribution companies and platforms can establish which titles to take worldwide. For "Dickinson," it has good global performance, and data indicates that international audiences are interested in it.
Momentum:
Data collected on momentum, which measures the pace of growth, can help executives quantify the effectiveness of their marketing campaigns around a show. For instance, the spike in demand for "Dickinson" in mid-February 2024 could indicate that an advertising push for the show at that time was successful.
Longevity:
Executives can analyze how well a title has held up over time by using demand data. For instance, if an audience demand for a series has persisted since its launch, like it does for "Dickinson," it can suggest attraction for retaining the customers and requires less spend to keep engagement going.
In conclusion, demand data provides insight into what content resonates with audiences, what show is currently in high demand, and identifies opportunities to acquire or produce content with the goal of maximizing its value. Using this overview of how demand data can be used in the example of "Dickinson," viewership data can provide valuable information that executives need to make informed decisions about their content, acquisitions, distribution, and programming efforts.
This is Dickinson'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 Dickinson travels internationally.
Answer one question and put our thinking to work on your challenges.
Who are you in the industry?
Capture more value from content opportunities in the United States as well as globally. Contact us now to leverage audience profiling, market-based insights, talent scoring and genre clustering to de-risk production investments. Discover new business opportunities in the Comedy genre and assess the strengths and weakness of the competition’s content e.g. Apple TV+, leading to increased commercial efficiency and ROI.
Support casting decisions with empirical market data for the United States. Contact us now to reveal hidden talent insights, through a combination of affinity and trait analysis, encompassing both global and market-based factors to determine who is truly worth an investment. Discover new business opportunities and assess the strengths and weakness of the competition’s offerings including specific titles such as Dickinson.
Produce with confidence whilst mitigating downside risks. Contact us now to decrease production risks by combining content genome insights with demand data to increase the likelihood of a successful series: Gain deep insights into character, talent, setting, plot, theme and genre preferences, including Comedy. Using audience demand data, explore markets such as the United States to discover lucrative new sales opportunities whilst evaluating the expected ROI for new series acquisitions such as Dickinson from partners like Apple TV+.
Studios in the United States are now empowered to fuse art with science for the next global hit. Contact us to gain deep insights into target audiences’ character, talent, setting, plot, theme and genre preferences (e.g. Comedy) - for both local and global content. Find the best performing concepts with demand-driven concept testing and development. Apply talent demand to gain a holistic view of future content performance, pre-development.
Are you seeking distribution for Dickinson? Lead global content negotiations with authority. Contact us now to discover if you should prioritize markets such as the United States, based on country-specific audience demand - including territories where commercial rights have not yet been granted. Apply a demand-based framework to negotiations with potential distribution partners such as Apple TV+ to maximize the deal value. Assess the strengths and weakness of the competition’s content, leading to increased commercial efficiency and ROI.
Maximize advertising revenues from new audiences in the United States. Contact us now to leverage a return-focused selection criteria for title acquisition from Apple TV+ by incorporating country-specific trend and market demand factors. Appeal to audience interests using demand-driven advertising and personalize campaigns to capitalize on pre-release demand for specific titles such as Dickinson. Access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles that have not even been released.
Acquire the best shows from partners such as Apple TV+ to fortify your competitive position in the United States. Contact us now to access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles (e.g. Dickinson), including those that have not even been released. Leverage a return-focused selection criteria for title acquisition by incorporating country-specific trend and market demand factors.
Command your Comedy genre niche with maximum net subscriber adds. Contact us now to harnesses audience demand data to gain insights for growing and keeping a subscriber base. Leverage a return-focused selection criteria for title acquisition from partners such as Apple TV+ by incorporating country-specific trend and market demand factors for all markets including the United States. Appeal to the individuality of your audience base, taking into consideration the unique and limitless characteristics of taste clusters.
Deploy high impact entertainment marketing strategies across all genres including Comedy. Contact us now to deploy demand-driven marketing, the only empirical earned media measure of your marketing spend. Access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles such as Dickinson, including those that have not even been released. Appeal to your target markets, including the United States, based on audience interests, enabling the personalization of campaigns to capitalize on pre-release demand.
Our TV audience measurement dataset is truly global. Discover how popular Apple TV+‘s Dickinson 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 Apple TV+ 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 Dickinson, for example, can be assessed for a market e.g. United States, which can then be benchmarked against genre averages (e.g. Comedy Drama), using our globally standardized Demand Expressions® metric.
This page has been updated on March 28, 2024, 3:40 a.m. PST using demand data from Parrot Analytics for Dickinson in the United States. We provide our partners with essential entertainment industry workflows to help them drive better and more informed content investment strategies. Contact us today to find out more.