Demand for Dramas and Factual Content in Europe. April 2017
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- Brett Carr
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1 Demand for s and Content in Europe
2 Executive Summary How popular is drama in the United Kingdom, France, Germany, and Poland? Which European market has the highest demand for factual entertainment? In Europe, the United Kingdom has the highest demand for dramas with an average of Demand Expressions per 1,000 capita. Germany is second with Demand Expressions per capita. Poland and France rank 14 th and 15 th, respectively, in terms of demand for dramas in Europe. However, drama is the most popular genre by average demand in Germany, Poland, and France, while sport-related shows are the most popular genre in the United Kingdom. The United Kingdom has the highest demand for factual content with an average of Demand Expressions per 1,000 capita. In general, Northern European markets have more demand for factual content than Southern European countries. Of the major markets considered, only the United Kingdom and Germany rank within the top 15 countries by demand for factual content. 2
3 Top markets for drama in Europe The top 15 markets with the highest average demand for dramas are ranked here. s are most popular in the United Kingdom, with Demand Expressions per 1,000 capita, and are second-most popular in Germany. Poland and France rank 14 th and 15 th with about 2.74 Demand Expressions per 1,000 capita. The heat map shows the demand for dramas, with darker colors corresponding to more popularity. s tend to be more popular in Western Europe as Eastern Europe and Scandinavia have the least demand for this genre. Rank Country Average Demand Expressions per 1000 capita 1 United Kingdom Germany Ireland Switzerland Malta Spain Hungary Belgium Luxembourg Italy Austria Iceland Estonia Poland France Demand Expressions : Total audience demand being expressed for a title, within a market.
4 Top markets for factual content in Europe The top 15 markets with the highest demand for factual content are ranked here. As with dramas, the United Kingdom has the highest demand for factual content, with an average of Demand Expressions per 1,000 capita. Germany ranks 11 th, while Poland, Spain, France, and Italy rank much lower. The heat map shows the demand for factual content, with darker colors corresponding to more popularity. titles tend to be most popular in Northern Europe and least popular in Southern and Eastern Europe. Rank Country Average Demand Expressions per 1000 capita 1 United Kingdom Ireland Norway Lithuania Sweden Iceland Denmark Malta Slovenia Latvia Germany Netherlands Finland Hungary Estonia Poland Spain France Italy Demand Expressions : Total audience demand being expressed for a title, within a market.
5 Genre popularity in individual European markets Of the four markets considered, drama is the most popular genre in Germany, Poland, and France. However, in the United Kingdom, sports-related titles (such as Top Gear) have the highest average demand. s are the second-most popular genre in the United Kingdom; in Germany, Poland, and France, entertainment, children s content, and sport are the second-most popular genres, respectively. In all four markets, factual content has the lowest average demand out of these genres. United Kingdom Poland Average Demand Expressions per 1000 capita Germany France Average Demand Expressions per 1000 capita 5 Demand Expressions : Total audience demand being expressed for a title, within a market.
6 Global Demand Measurement What is demand for content? Demand for content is essentially the dictionary definition: it is the desire, engagement and viewership by consumers for a particular commodity. Demand for television content is what drives transactions and consumption on all platforms, such as linear TV, PayTV and SVOD services. Consumers express their demand for television shows through a multitude of demand expression platforms, including social media, video streaming, photo sharing, blogging and micro-blogging, fan and critic rating platforms, peer-to-peer protocols and file sharing sites. We capture these expressions of demand from all of these sources, weight them according to how much demand they represent (a crucial step, unique to Parrot Analytics, which allows us to filter out the noise ) and combine them into a single country-specific measure of demand. The Demand Expressions quantify the weighted audience demand for a title, in a market (regardless of which platform the title airs on) NOW, WE CAN BEGIN TO UNDERSTAND TV CONTENT LIKE NEVER BEFORE 6
7 Global Demand Measurement Cross-Platform, Country-Specific, Real-Time Parrot Analytics is a technology and data science company that measures global demand for television content. Its Demand Measurement System is leveraged by leading global media organizations to understand global demand for content across their (and their competitors ) portfolios, enabling them to increase the yield on their investments, acquisitions, marketing and distribution strategies to ultimately stand out in a crowded market through an unprecedented understanding of global content popularity. insights@parrotanalytics.com parrotanalytics.com
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