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.
Demand data can provide crucial insights for executives in the entertainment industry. The case of "Liar" in February 2024 in the United States exemplifies this. With demand 3.4 times higher than the average US TV series during the period, "Liar" had good audience demand that surpassed 91.2% of all drama titles in the US. The show also moved up in rank by 278 spots in February, indicating increased popularity.
Executives can use demand data to assess whether a TV series is worth investing in or acquiring. By leveraging Parrot Analytics' content valuation system, they can quantify the marginal revenue contribution of a title, estimate its ability to drive subscriptions and mitigate churn, and assess its ROI based on demand data. In the case of "Liar," the increased demand in the US might suggest that it could be a valuable acquisition for an SVOD or linear network that operates in the country.
Demand data can also help executives make programming and distribution decisions. For example, analyzing the top 10 global markets where "Liar" is most in-demand can reveal which countries or regions should be prioritized in distribution strategies. In the case of "Liar," the US is the show's number one market, followed by the United Kingdom. Executives can examine other markets, such as India, Pakistan, Nigeria, Germany, Italy, and the Philippines, to determine whether the show would resonate with local audiences and whether it is worth investing in local marketing or distribution efforts.
Demand data can also provide insights into audience tastes and preferences. In the case of "Liar," there are other shows that fans of the series also like, including "Tom Clancy's Jack Ryan," "The Peripheral," and "True Detective." By understanding which shows have high affinity with a target audience, executives can make informed content decisions and optimize marketing campaigns.
Finally, demand data can reveal trends in a show's performance over time. The 26.5% increase in peak demand for "Liar" in the last 30 days compared to the 1-year rolling average suggests increased popularity. Executives can leverage such insights when assessing the longevity of a show and whether it is worth investing in new seasons or spin-offs.
In conclusion, demand data can provide valuable insights for entertainment executives when making decisions related to content valuation, programming, acquisition, distribution, and marketing. As demonstrated by the case of "Liar" in February 2024 in the United States, demand data can reveal the popularity of a show, its performance in different markets, and audience tastes and preferences. By leveraging demand data, executives can make more informed decisions that can lead to successful and profitable content strategies.
Liar's travelability to the United States in the last 30 days is 158%, which means that the audience demand for Liar is 158% of the demand in its country of origin, United Kingdom. Click through to another market to discover how well Liar travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular ITV‘s Liar 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 Liar, for example, can be assessed for a market e.g. United States, which can then be benchmarked against genre averages (e.g. Thriller), using our globally standardized Demand Expressions® metric.
This page has been adjusted on March 28, 2024, 3:07 p.m. PST using tv demand metrics from Parrot Analytics for Liar in the United States. We provide our partners with essential TV series expertise to help them drive better and more informed content partnership strategies. Contact us today to find out more.