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 aware of how crucial it is to have insights about your content's performance in the market, fan preferences, and global popularity. With the help of demand data analysis, you can gain valuable insights that can shape your content acquisition, distribution, and programming decisions.
Let's use the TV series "The Staircase" as an example and see how demand data can assist you in your decision-making process. Based on Parrot Analytics data for March 2024 in Australia, "The Staircase" has an impressive demand score of 3.1 times greater than the average TV show in Australia over the last 30 days, indicating that the series is much more in demand than the average program.
One of the essential questions any executive may ask is: "How valuable is my content?" With Parrot Analytics content valuation, you can estimate the platform-specific marginal revenue contribution of a title to calculate its ROI. This can help you make more informed content valuation decisions. You can estimate how a title drives engagement across the rest of the catalog and assess a TV series' ability to drive subscriptions by focusing on its demand data.
Demand helps optimize decision-making for various areas such as subscriber acquisition, subscriber retention, and market expansion. You can use demand data to determine the best price point and release strategy, explore new revenue opportunities, and quantify the potential of your content to attract new subscribers.
The demand for "The Staircase" has been increasing recently, having a 2.7 times demand compared to the average over the last 90 days, indicating that the show continues to gain popularity. This can be a crucial factor in a content acquisition decision since executives could potentially assume that the demand will remain stable in the coming months.
In addition, it is crucial to understand your current audience and seek new opportunities to attract new viewers. Using demand data, we see that the show's fans also have a high affinity for titles such as "South Park," "Raised By Wolves," "Andor," "Your Honor," "Foundation," "Black Bird," "Westworld," "From," and "Rick and Morty," providing insight into what viewers enjoy watching and potentially identifying cross-promotional opportunities.
Beyond audience affinity, Parrot Analytics provides insights into the show's performance across six dimensions. These dimensions provide insights into the show's audience reach, momentum, franchise potential, longevity, and travelability. For The Staircase, the longevity and momentum dimension are good, indicating that the show maintains audience demand over time, and its pace of growth is good. In terms of travelability, the show has average performance, showing that potential opportunities to expand the show's audience globally.
Furthermore, demand analysis can be beneficial for producers assessing whether to create a spin-off since the show has good franchisability potential. Knowing which title has this kind of potential can guide decisions on expanding a particular IP further.
In conclusion, demand data analysis is a valuable tool for executives making critical decisions regarding content acquisition, distribution, and programming. Through analyzing the demand data of a show like "The Staircase," you can gain insight into the well-performing shows, the preferences of your audience, and the potential to expand your content's reach globally. Ultimately, having these types of data insights can help executives make more informed decisions that lead to successful outcomes.
The Staircase's travelability to Australia in the last 30 days is 58%, which means that the audience demand for The Staircase is 58% of the demand in its country of origin, United States. Click through to another market to discover how well The Staircase travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular HBO Max‘s The Staircase 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 HBO Max 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 The Staircase, for example, can be assessed for a market e.g. Australia, which can then be benchmarked against genre averages (e.g. Crime Drama), using our globally standardized Demand Expressions® metric.
This page has been modified on April 22, 2024, 2:02 p.m. PST using demand metrics from Parrot Analytics for The Staircase in Australia. We provide our partners with meaningful TV industry insight to help them drive better and more informed content distribution strategies. Contact us today to find out more.