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, understanding the demand data for a specific title can help in making informed content decisions that lead to better acquisition, programming, and distribution decisions. "Manifest," a TV series, is an excellent case study for demonstrating the value of demand data in making such decisions. Here are some of the ways that demand data can assist executives responsible for these decisions.
Content Valuation: Valuing a TV show is often subjective, but demand data provides a quantitative approach to content valuation. For instance, the Parrot Analytics' content valuation system, based on demand data, reveals the monetary value contribution of a title, over time, in any geographical market. Using this approach, executives can estimate whether their proposal price for acquiring a show aligns efficiently with its current and future demand levels.
Subscriber Acquisition and Retention: Demand data helps answer strategic questions related to subscriber acquisition and retention. Using demand data for "Manifest," executives can know which titles they need to buy or produce to retain or grow their audiences. For instance, they can leverage data from fan affinity, which helps determine the best talent or brand partnership to attract or retain subscribers.
Programming Decisions: Demand data helps in determining programming decisions based on the popularity of genres in a given market. By analyzing the most popular genres in a local market based on audience demand, television executives can know their viewers' preferences and adjust their programming to keep them engaged. For example, data from Parrot Analytics indicates that the demand for dramas like "Manifest" in Australia is higher than 98.4% of all drama titles in the country. Such insights can help executives make informed decisions when scheduling their lineup.
Distribution Decisions: Knowing which platforms will work best for distributing a particular title is among the tougher decisions that entertainment executives have to make. However, with demand data, TV executives can tell where "Manifest" has the highest percentage of fans located globally. This data enables executives to make informed decisions about signing deals in specific regions where demand is high for a particular title.
Content Acquisition Decisions: Using demand data to assess whether a title drives engagement across a platform's catalog means that executives have a quantitative measure to calculate the title's contribution to the platform's bottom line. By calculating the ROI a specific title brings to their platform, executives can vet whether a particular show is worth the investment.
In conclusion, "Manifest" is an excellent case study to showcase how demand data can help television executives make informed decisions when it comes to programming, content acquisition, distribution, content valuation, and subscriber acquisition and retention. By leveraging demand data, executives can estimate the value of the content, determine the best time to release a show, and know which platforms are well-suited for distributing their content.
Manifest's travelability to Australia in the last 30 days is 55%, which means that the audience demand for Manifest is 55% of the demand in its country of origin, United States. Click through to another market to discover how well Manifest travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Netflix‘s Manifest 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 Manifest, for example, can be assessed for a market e.g. Australia, which can then be benchmarked against genre averages (e.g. Mystery Drama), using our globally standardized Demand Expressions® metric.
This page has been revised on April 22, 2024, 2:05 p.m. PST using global tv demand metrics from Parrot Analytics for Manifest in Australia. We provide our partners with far-reaching subscription-video-on-demand workflows to help them drive better and more informed content acquisition strategies. Contact us today to find out more.