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, you can use demand data to make more informed content acquisition, distribution and programming decisions. A prime example of this is the analysis of "Endeavour" in the United States in March 2024. By leveraging data analytics, you can benefit from a wide range of insights in the following ways:
Content Valuation
- One of the pivotal questions for content executives when considering a show is how it will perform in its target markets. Using demand data through Parrot Analytics Content Valuation system, you can assess how much a title is worth by understanding the specific dollar value contribution to a platform in a particular region.
- Further, the data helps executives to estimate the ROI a specific title will bring to a given platform and also assess a series’ ability to drive subscriptions and mitigate churn through valuable insights on the show's level of engagement.
International Strategy
- Another area where demand data can help is the expansion of the series to other international markets. "Endeavour" outperformed the average TV show in most of its top markets globally according to our data analysis. Hence Parrot Analytics is supporting the idea that international distribution is feasible, with Travelability and Franchisability tools as guides for management to make committed decisions on plans to release the series internationally.
Programming Decisions
- With demand data, programming executives can discover and evaluate the most popular locations for a particular library of content and its genre. In the case of "Endeavour," the data showed that the show has a higher demand than 93.8% of all the drama titles in the US, reaching a peak rank of #1413. The series moved up in rank by 380 spots during March. This kind of information provides priceless guidance to programming executives to determine the programming strategy to use to avoid losing viewership and revenue.
Audience Insight
- Another key area where demand data can help executives is to generate audience insights. For instance, by investigating fans of "Endeavour," Parrot Analytics identified ten other tv shows that fans of Endeavour also like. This information will further help the executives to understand the type of content its audiences are consuming, what kind of genres they are interested in, and how to provide this content for them.
Marketing Decisions
- Finally, knowing where to allocate marketing resources in the lead-up to a premiere can be a challenging task in today's crowded streaming world. But with demand data, you can make these decisions with confidence. For example, by using the data analytics available, you can use Momentum to track audience growth on a rolling basis, matching it with known factors in marketing campaigns and gauge its success further. This insight will enable you to make informed decisions about the allocation of marketing resources, the optimal time to release new content, and inform pre-release marketing decisions.
In summary, demand data can provide deep insights into the performance and potential of individual series. With this data, entertainment executives can make more informed decisions around content acquisitions and clearance decisions, distribution, programming, and marketing strategies. Ultimately by leveraging the power of data analytics to inform their decision-making, they can significantly boost the chances of successful outcomes.
Endeavour's travelability to the United States in the last 30 days is 64%, which means that the audience demand for Endeavour is 64% of the demand in its country of origin, United Kingdom. Click through to another market to discover how well Endeavour travels internationally.
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Acquire the best shows from partners such as ITV 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. Endeavour), 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.
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Our TV audience measurement dataset is truly global. Discover how popular ITV‘s Endeavour 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 ITV 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 Endeavour, for example, can be assessed for a market e.g. United States, which can then be benchmarked against genre averages (e.g. Crime Drama), using our globally standardized Demand Expressions® metric.
This page has been reconstructed on April 22, 2024, 2:02 p.m. PST using demand datasets from Parrot Analytics for Endeavour in the United States. We provide our partners with far-reaching television capabilities to help them drive better and more informed content distribution strategies. Contact us today to find out more.