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, you can use audience demand data to make more informed decisions for your content strategy or acquisition decisions. For instance, let's take the example of "Billions" in the United States over the last 30 days.
Firstly, audience demand data can be used for content valuation, which enables you to determine how much you should spend on content by revealing the dollar value contribution of any title to any platform in any region. You can use demand data to estimate the ROI a specific title will bring to your platform. For "Billions", the show has 36.3 times the audience demand of the average show in the United States over the last 30 days, which is exceptional. You can use the demand data to quantify its specific marginal revenue contribution and how the title drives engagement across the rest of the catalog. You can also use demand data to assess its ability to drive subscriptions and mitigate churn.
Secondly, demand data can help inform scalable concept testing by letting you know which elements of existing content fans like the most. You can use the data to optimize upcoming productions for success. You can also use demand data to inform supply and demand decisions, such as which types of content exhibit the opportunity to acquire or produce.
Thirdly, demand data can be used for subscriber retention and acquisition decisions. You can use demand data to determine which titles to buy if you want to keep your current audience happy or grow your audience. You can also use the data to find new opportunity markets for content distribution and to show demand for a series is growing.
Fourthly, demand data helps with decision-making concerning programming strategy and optimal release strategy and pricing. This data provides insights into what content is most popular, what genres resonate with the audience, when the demand spikes, and how effective the marketing efforts are.
Finally, demand data enables competitive benchmarking by letting you compare your content against other titles available on the market. You can use the data to help make informed content decisions, such as what content to produce or acquire, which platforms to target for distribution, and what marketing campaigns to optimize to increase audience engagement.
Overall, audience demand data is a valuable tool for entertainment executives when making content, acquisition, distribution, or programming decisions. In the case of "Billions", the audience demand data indicates that the show is exceptionally popular in the US, Mexico, Brazil, the UK, Canada, Argentina, China, Germany and France, outperforming the average title in each of these regions. Keep in mind that demand data also provides insights into various dimensions such as travelability, longevity, momentum, franchisability, or reach, which can help assess the global performance of the show and inform content-related decisions.
This is Billions'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 Billions travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular SHOWTIME‘s Billions 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 SHOWTIME 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 Billions, for example, can be assessed for a market e.g. United States, which can then be benchmarked against genre averages (e.g. Legal Drama), using our globally standardized Demand Expressions® metric.
This page has been adjusted on April 22, 2024, 2:02 p.m. PST using global demand data from Parrot Analytics for Billions in the United States. We provide our partners with essential television series know-how to help them drive better and more informed content partnership strategies. Contact us today to find out more.