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.
For entertainment executives looking to make informed content decisions, demand data can provide invaluable insights into how content is performing relative to others in the market. Using the example of "Taken" in the United States during August 2023, there are several questions that can be answered by analyzing its demand data.
Firstly, content valuation can be determined by calculating the dollar value contribution of the title to the platform in a specific region. By using demand data, executives can estimate the baseline value of a title, its ability to drive subscriptions and mitigate churn, and its potential value to other streaming platforms. In the case of "Taken," we can see that its demand is outstanding, yielding 11.8 times the average title's demand over the last 30 days in the US and higher than 97.6% of all drama titles in the country. Using demand data, entertainment executives can, therefore, assess the value of exclusivity, calculate the ROI of a specific title, and estimate cannibalization of audiences if a title is available on multiple services.
Secondly, demand data can be used to inform acquisition decisions by quantifying the platform-specific marginal revenue contribution and how a title drives engagement across the rest of the catalog. Entertainment executives can also use demand data to analyze which types of content offer an opportunity to acquire or produce, or explore new opportunity markets for content distribution. By examining the top 10 global markets where "Taken" is most in-demand over the last 30 days, we can see that the show outperformed the demand of the average TV show (1x) in each of these markets.
Thirdly, demand data can inform distribution decisions. For instance, which platforms to target for distribution, how to optimize pricing and release strategy, and which regions to expand to. The demand data for "Taken" shows that the show is highly popular in its home market, the United States, achieving outstanding audience demand of 5.9x, far surpassing the demand of the average title. The show is also good in Nigeria, Italy, India, Germany, Denmark, the United Kingdom, France, and Bosnia & Herzegovina.
Fourthly, for programming decisions, demand data can inform decisions on which titles to buy to retain customers, grow the audience base, and optimize marketing campaigns pre and post-premieres. Furthermore, by analyzing viewer taste clusters and which other shows are popular among fans of "Taken," executives can make informed decisions about potential spin-offs or franchises of the show. Longevity data can also provide insight into which catalog content to acquire to increase engagement and retain customers.
In conclusion, the demand data for "Taken" provides entertainment executives with insights that can inform content, acquisition, distribution, and programming decisions. The outstanding demand for "Taken" yields insight into its value, acquisition opportunity and target markets, and optimization strategies for distribution and programming.
This is Taken'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 Taken travels internationally.
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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 NBC 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 Taken, for example, can be assessed for a market e.g. United States, which can then be benchmarked against genre averages (e.g. Action Thriller), using our globally standardized Demand Expressions® metric.
This page has been modified on Sept. 4, 2023, 2:01 p.m. PST using global demand metrics from Parrot Analytics for Taken in the United States. We provide our partners with deep TV industry workflows to help them drive better and more informed content partnership strategies. Contact us today to find out more.