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 essential to gain insights into the performance of your content in the market to make informed content, acquisition, distribution, or programming decisions. One of the ways to achieve this is by utilizing demand data. Using the example of "Krypton," we can explore how demand data can be used to help businesses make more informed decisions.
Content Valuation: Firstly, demand data can reveal the dollar value contribution of any title, to any platform, in any region. We can utilize the demand data of "Krypton" in the United States and compare it with other shows in the market to understand its economic value. "Krypton's" demand data indicates that the show is valuable, with 4.5 times the audience demand of the average show. By understanding its demand data, our hypothetical executive can make informed decisions about "Krypton's" economic value and strategies for monetizing it.
Audience Engagement and Retention: With the knowledge that there is a high demand for "Krypton" in the United States and the show has high longevity and momentum, executives can take steps to create stronger audience engagement and retention strategies around the show with its fan base. Executives can also study "Krypton's" fan base and encourage existing fans to continue watching the show, and use insights garnered from the demand data to develop more effective marketing campaigns.
Discovery and Recommendations: Demand data can be helpful in ensuring a title is seen by the right audience on any platform. In "Krypton's" case, by examining the top 10 global markets where the show is most in-demand, executives can understand the viewership demographics to target to drive increased engagement. By identifying the specific viewership demographics within these markets, they can focus their marketing strategies on appealing to these groups.
Acquisition Decision Making: "Krypton"'s demand data over the past 30 days indicates that interest in the show has increased. OTT and SVOD platforms or content distributors can leverage this data to acquire the rights to air the show in their region. The increased demand may indicate that users who view the show are likely to churn less. This data enables executives to make better acquisition decisions that can lead to positive ROI for their companies.
Planning Programming Decisions: Demand data also provides a peek into how customers view a show, and what genres are currently resonating with audiences. By using this data, executives can make better programming decisions and identify opportunities to differentiate offerings from competitors. For instance, in examining the demand data for "Krypton," it is apparent that dramas are currently in high demand, indicating customer interest. Executives can leverage this information to make strategic decisions regarding what content to produce or acquire.
In conclusion, executives in the entertainment industry can benefit significantly from Parrot Analytics' demand data. Data analysis tools empowers leaders to easily monitor performance, make informed decisions, and drive value from their content. Understanding the demand of their programs like in the example of "Krypton," across different global markets allows executives to create localized content strategies that are well-targeted and more effective. Demand data provides executives with the insights to develop informed content valuation strategies, increase audience engagement and retention, and make data-driven programming, acquisition, distribution decisions.
This is Krypton'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 Krypton travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular syfy‘s Krypton 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 syfy 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 Krypton, for example, can be assessed for a market e.g. United States, which can then be benchmarked against genre averages (e.g. Superhero Series), using our globally standardized Demand Expressions® metric.
This page has been refreshed on April 22, 2024, 2:03 p.m. PST using global demand datasets from Parrot Analytics for Krypton in the United States. We provide our partners with essential entertainment industry know-how to help them drive better and more informed content investment strategies. Contact us today to find out more.