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.
Introduction:
As an entertainment executive, you want to have a clear understanding of how your content is performing in the market. Demand data is one of the most reliable sources of information that can help you make sound content and acquisition decisions. In this article, we will use the example of "Letterkenny" to show you how demand data can be used to make informed decisions in the entertainment industry.
Content Valuation:
The outstanding demand for "Letterkenny" in the United States means that its content is highly valued by the audience. By analyzing the demand data, we can determine how much the show is worth and how much of its value is driven by a particular star or element of the show. We can also calculate the ROI a specific title will bring for any given platform. For "Letterkenny," we can assess its ability to drive subscriptions, mitigate churn, and estimate its value of exclusivity.
Global Content Demand:
Demand data enables valuing IP globally. By looking at how well a show is doing in other countries, we can identify what content is most popular in those markets. Based on the demand, we can decide whether to produce or acquire content to support global SVOD expansion. In the case of "Letterkenny," we can see how it is performing in Canada, Australia, the United Kingdom, Germany, New Zealand, the Netherlands, Turkey, and Sweden. This information can be useful for acquisition decisions and for understanding the potential for international distribution.
Marketing and Promotion:
Demand data powers pre-release marketing, enables competitive benchmarking, and informs the platform and network fit. By looking at audience demand, we can optimize marketing campaigns ahead of the premiere in order to reach the right target audience. Demand data also allows us to compare a show's performance against other titles available on the market, which is useful for competitive benchmarking. We can use this data to make informed decisions about which platforms to target for distribution of the content.
Audience Retention and Acquisition:
By analyzing demand data, we can determine which titles to buy if the goal is to keep current viewers happy or to grow the audience. In the case of "Letterkenny," we can see what other shows fans of the series also enjoy. This information can help with programming decisions, as it shows what types of content resonate with the show's existing audience and provides insight into how to attract new subscribers to the platform.
Content Optimization:
Demand data enables scalable concept testing and informs supply and demand decisions. By analyzing audience demand, we can determine which elements of a show are most popular with viewers. This information can be useful when deciding what type of content to produce or acquire. We can examine the demand for different genres and determine which types of shows exhibit opportunity to acquire or produce more content.
Conclusion:
Demand data is a valuable resource for entertainment executives looking to make informed content, acquisition, distribution, and programming decisions. By analyzing audience demand, we can determine how popular a show is, what genres are resonating with the audience, how much the show is worth, and where it is in-demand globally. The example of "Letterkenny" demonstrates how demand data can help with marketing and promotion, audience retention and acquisition, content optimization, and provide insight into supply and demand decisions. Parrot Analytics content valuation system is an economic valuation system powered by global content demand and supply that can provide valuable insights into the value of content for any platform in any region.
Letterkenny's travelability to the United States in the last 30 days is 106%, which means that the audience demand for Letterkenny is 106% of the demand in its country of origin, Canada. Click through to another market to discover how well Letterkenny travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Crave‘s Letterkenny is in any of the following selected markets. Need data for other markets? Find out more about DEMAND360LITE.
Over the last 7 days, people who watch Letterkenny also watch:
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 Crave 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 Letterkenny, for example, can be assessed for a market e.g. United States, which can then be benchmarked against genre averages (e.g. Sitcom), using our globally standardized Demand Expressions® metric.
This page has been renewed on Sept. 11, 2023, 9:52 p.m. PST using global television demand metrics from Parrot Analytics for Letterkenny in the United States. We provide our partners with extensive television expertise to help them drive better and more informed content investment strategies. Contact us today to find out more.
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