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 at an OTT platform or TV network, you might be interested in the global performance of a TV show to make informed decisions about content acquisition, distribution, programming, and budget allocation. Demand data can help you thoroughly evaluate the audience's preferences and viewing habits, obtain real-time insights that enable data-driven decision-making, and strategically plan for future investments. Here's how insights derived from the analysis of "Dark" can be used to make better decisions:
1. Content Valuation: Content valuation uses demand data to assess the monetary value of a TV series or an entire library. Using Parrot Analytics' content valuation system, you can determine how valuable a show is to any platform or region. For example, by analyzing the demand for "Dark" in Australia, we can see that demand for this show has been increasing in the last 30 days and is 6.5 times higher than the average show in Australia.
2. Market Performance: By examining the top 10 global markets where "Dark" is most in-demand over the last 30 days, we can find out more about the popularity of the show and its market potential. "Dark" outperforms the demand of the average TV show in each of these markets with its most significant demand being in Germany, indicating that the show has a strong following there.
3. Audience Preferences: As an entertainment talent agency or TV production company, you can use demand data to determine viewer preferences for specific genres or talent, helping to identify the best fit for any given project. For example, if a production company is looking to create a sci-fi series, they can look at shows similar to "Dark," such as "Stranger Things" or "The Expanse," to identify the best direction for the project.
4. Programming Decisions: Demand data can be used to decide what new programs to commission or which existing shows should be extended. You can use the demand for the show as a forecast for how it will fare in the future for linear or SVOD platforms. For "Dark," the momentum for the show has been outstanding, with increasing demand over time.
5. Competitive Intelligence: Demand data can help you compare programming performance and ratings against your competitors. If a rival network or streaming service is featuring content, you can gauge the likely impact on your own programming portfolio by comparing demand metrics.
To sum up, Parrot Analytics' content demand measurements, with the example of "Dark," can provide entertainment executives with data, insights, and intelligence that enable more informed content decisions, leading to better returns on investments. With better viewing projections, insights into viewer preferences, competitive intelligence, and marketing intelligence, entertainment executives can plan and execute their strategies more effectively and efficiently.
Dark's travelability to Australia in the last 30 days is 47%, which means that the audience demand for Dark is 47% of the demand in its country of origin, Germany. Click through to another market to discover how well Dark travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Netflix‘s Dark 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 Australia, 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 Netflix 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 Dark, for example, can be assessed for a market e.g. Australia, which can then be benchmarked against genre averages (e.g. Fantasy Drama), using our globally standardized Demand Expressions® metric.
This page has been refreshed on April 22, 2024, 2 p.m. PST using global tv demand datasets from Parrot Analytics for Dark in Australia. We provide our partners with far-reaching entertainment industry know-how to help them drive better and more informed content licensing strategies. Contact us today to find out more.