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 a television executive, you need to make informed decisions about content acquisition, distribution, programming, marketing, and valuation. In this context, demand data can provide valuable insights into how a TV series is performing and how it is resonating with audiences. Let's take a look at how demand data is relevant to "The Undoing" and how it can provide insights for those decisions:
1. Content Valuation: Demand data can help in determining the value of a TV series. In the case of "The Undoing," it has higher demand than 91.3% of all drama titles in the United States. This means that the show has significant value in terms of audience demand. Moreover, parrot analytics' content valuation system is based on demand data and reveals the dollar value contribution of any title, to any platform, in any region. So content valuation can be done based on the demand data.
2. Programming Decisions: Demand data is highly relevant for television executives in making programming decisions such as scheduling, renewing or canceling existing shows, or developing new content. For example, "The Undoing" has shown decreasing demand over the last 90 days in the United States. Such insights into show performance can help you decide the future of the show. Also, the shows "Ted Lasso", "The Handmaid's Tale", "Mare Of Easttown", and others are favored by the fans of "The Undoing." TV executives can target the audience who liked this show and showcase other preferred shows to attract more viewers.
3. Acquisition Decisions: Demand can inform decisions on content acquisition. For instance, "The Undoing" enjoys high demand of 4.2x in Russia, indicating that it would be a smart move to acquire the exclusive rights to broadcast the show in Russia.
4. Distribution Decisions: Demand insights can provide an idea of the available whitespace. For instance, demand data can help identify which genres are most popular in specific regions.
5. Marketing: Demand data is also a valuable tool for pre-release marketing. In the case of "The Undoing," demand spiked in late February 2024 for the United States. This information can be used in devising marketing strategies to maximize the show's initial release performance.
6. Content optimization: Another use of demand data is that it can inform TV executives on tailoring their content for the right audience. Affinity analysis shows related content categories, topics or genres most attractive to a show's audience. Therefore, it can help TV executives to refine their content to the expectations of the intended audience.
In conclusion, demand data plays a pivotal role in helping television executives make informed decisions regarding content acquisition, distribution, programming, marketing, and valuation. Using "The Undoing" as a case study, we have shown how demand data can help TV executives answer important questions about audience demand and preferences. Content valuation can be made more accessible using demand data as the baseline value of a title can be determined.
This is The Undoing'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 Undoing travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular HBO‘s The Undoing 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 HBO 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 Undoing, for example, can be assessed for a market e.g. United States, which can then be benchmarked against genre averages (e.g. Family Drama), using our globally standardized Demand Expressions® metric.
This page has been updated on March 18, 2024, 12:50 p.m. PST using television demand analytics from Parrot Analytics for The Undoing in the United States. We provide our partners with valuable television industry workflows to help them drive better and more informed content licensing strategies. Contact us today to find out more.