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 are always on the lookout for insights that inform your decisions while creating, acquiring, distributing or promoting content on your platform. In this regard, demand data can be your best friend. Let's take the example of the TV series "Normal People" in Australia to illustrate how analyzing demand can help drive more informed content decisions.
Firstly, demand data allows you to gauge how well the show performs against the average title in your market or any other market in the world. In the case of "Normal People," we can see that the demand for the show in Australia is good, with 4.6 times the audience demand of the average show over the last 30 days. Demand has also increased recently, and the show ranks at the 98th percentile in the romance genre in March. Such insights help evaluate content valuation and determine the potential success of a particular show or its spin-offs.
Secondly, demand data provides international audience demand insights, informing global content decisions. For "Normal People," the show has good travelability, outstanding longevity, good momentum, good franchisability and good reach, allowing SVOD content executives to evaluate it when making global investment decisions and evaluating overseas production. The global demand insights of the show can also inform content distribution decisions to multiple markets.
Thirdly, analyzing demand data can help optimize programming and promotion strategies. For instance, Parrot Analytics' demand data for "Normal People" shows that the viewers like shows such as "The Bear," "True Detective," "The Last Of Us," among others. Understanding what the show's fans are also interested in, helps in optimizing promotional activities for these titles, with cross-promotions of these series and a similar target audience, narrowing the market acquisition campaign.
Fourthly, demand data can help with decisions concerning supply and demand for a series or an entire library. By examining the top 10 global markets where "Normal People" is most in-demand over the last 30 days, we can see Spain has "Normal People"'s highest demand globally, with outstanding audience demand of 8.7x. Brazil follows closely after with outstanding demand. This information can help TV production companies or studios acquire titles that have high demand in various markets.
Finally, demand data can drive pre and post-release promotional efforts, especially for SVOD service providers. For instance, analyzing demand data for "Normal People" over time reveals that its peak demand has continued to increase, surpassing the average title in the last 30 days. This indicates increased popularity metrics. This information can help in strategizing and optimizing marketing campaigns ahead of release time and maintaining momentum after release.
To sum up, whether evaluating content valuation, acquiring or creating content, distributing shows, programming across markets or promo marketing pre or post-release, demand data is vital for driving better-informed decision-making and providing an edge over your competitors. With Parrot Analytics' demand- driven content valuation system, executives can make smart and informed decisions that lay a strong foundation for growth and success.
Normal People's travelability to Australia in the last 30 days is 74%, which means that the audience demand for Normal People is 74% of the demand in its country of origin, United Kingdom. Click through to another market to discover how well Normal People travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular BBC‘s Normal People is in any of the following selected markets. Need data for other markets? Find out more about DEMAND360LITE.
Over the last 7 days, people who watch Normal People also watch:
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 BBC 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 Normal People, for example, can be assessed for a market e.g. Australia, which can then be benchmarked against genre averages (e.g. Teen Drama), using our globally standardized Demand Expressions® metric.
This page has been revised on April 22, 2024, 2 p.m. PST using analytics from Parrot Analytics for Normal People in Australia. We provide our partners with meaningful content expertise to help them drive better and more informed content advertising strategies. Contact us today to find out more.
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