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 important to understand how demand data can be used to make more informed content decisions. Let's take a look at "The Following" as an example.
One way that demand data can be used is to help with content valuation. By analyzing audience demand, an executive can estimate the economic value of a show to their platform. For instance, executives can use demand data to determine how much a show is worth, or how much of the show's value is being driven by individual stars within the series. In the case of "The Following," we note that it has demand that is 4.5 times the average show in the United States over the last 30 days. This information alone highlights its potential value and attractiveness to the platform.
Demand data can also help with acquisition and distribution decisions. By understanding which shows are in demand in particular markets or globally, executives can better plan their acquisition or distribution strategies. It can enable them to determine what type(s) of content would exhibit the greatest opportunities for acquisition or production. Another way to leverage demand data is to uncover new opportunity markets for content distribution where demand has been growing, like monitoring popular age groups or genres.
Content decisions can also be informed by demand, by identifying elements of existing content that fans like the most or optimizing upcoming productions for success. Furthermore, demand data can also help executives assess a TV series' ability to mitigate churn, drive subscriptions, and retain their current audience. For instance, executives can use demand data to gauge audience satisfaction and select a series that will keep the current audience happy.
Demand data can also inform decisions around competitive benchmarking, mapping local whitespaces, optimal release strategy, pricing, and pre-release marketing. For instance, executives can use demand data to better understand where their show stands relative to other titles available on the market, and what genres or plot elements are most popular in their local market.
Travelability and longevity are two metrics that can be used to analyze "The Following" globally. The former measures the international demand for a show relative to its home market, while the latter measures how well audience demand is maintained over time. According to Parrot Analytics data, both metrics are doing well for "The Following," indicating that it has good global performance.
In conclusion, demand data is invaluable to entertainment executives who need to stay abreast of trends and preferences that shift rapidly in today's entertainment landscape. By understanding the audience demand and relative value of shows like "The Following," executives can better make informed content, acquisition, distribution, and programming decisions that help them engage and retain audiences, both in domestic and international markets.
This is The Following'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 The Following travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular FOX‘s The Following 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 FOX 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 The Following, 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 enhanced on March 18, 2024, 12:52 p.m. PST using tv demand datasets from Parrot Analytics for The Following in the United States. We provide our partners with essential television industry analyses to help them drive better and more informed content marketing strategies. Contact us today to find out more.