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're constantly faced with a seemingly endless list of decisions surrounding your content and services. With so much competition out there, you're always looking for ways to optimize your strategy to better serve your viewers and attract new audiences. One powerful tool that can help you make more informed decisions and stay ahead of your competitors is demand data.
Let's take a look at how demand data can be used by looking at the Brazilian market for "Arcane". This popular TV series has been running for just over two years, with 10 episodes over two seasons. Here are some of the key insights from Parrot Analytics' data on "Arcane" in Brazil to help make more informed decisions:
1. Valuing content using demand data: By analyzing the global and regional audience demand, executives can determine how much a show is worth to any platform. Using demand data for "Arcane" in Brazil, it is evident that the show's audience demand is 9.8 times the average show in Brazil, with the show being ranked in the 99.0th percentile the drama genre, demonstrating that the show is highly valuable.
2. Planning and optimizing acquisition decisions: The data tells us that performance has been steadily decreasing for "Arcane" in Brazil over recent weeks with a 36.3% drop in audience demand. Knowing where the show has a high demand can help pinpoint acquisition targets. Combining this demand data with metadata (such as production costs, talent, licensing, etc.) can provide a deeper understanding of what the best acquisition targets could be.
3. Content creation and development decisions: Examining the top 10 global markets where "Arcane" is most in-demand over the last 30 days, Brazil is ranked 7th. Entertainment executives can identify in which territories a show is more likely to be successful by reviewing performance data, as it helps make assumptions about where a show might resonate. This can help with everything from developing stories that will resonate with specific audiences to identifying which shows to produce more of in a particular language or genre.
4. Refining Programming Decisions: Understanding "Arcane"'s audience, such as the fact that fans of the show often also like popular series like "Loki" (Marvel), "The Witcher" (Netflix) and "The Boys" (Amazon), can help to establish where a show fits within a network's programming strategy so executives can plan to maximize the impact to its audience on the platform.
5. Distribution planning and optimization: By knowing that "Arcane" has outstanding travelability globally & it is most demanded in the United States, Russia, China, France, Ukraine, Netherlands, Brazil, Canada, and Sweden, executives can make informed decisions for distributing content in the right territories on any given platform and select the right partners or streamers. They can double down on-market efforts in territories where the show is already performing well or launch the show in markets where there is potential for growth.
Overall, demand data is a valuable tool that entertainment executives can leverage to make more informed decisions about their content. The insights above showcase that executives can make informed decisions based on audience's growing or declining demand. From valuing content to distribution planning, by having all the data at their fingertips, entertainment executives can make better decisions that drive profits and long-term success.
Arcane's travelability to Brazil in the last 30 days is 50%, which means that the audience demand for Arcane is 50% of the demand in its country of origin, United States. Click through to another market to discover how well Arcane travels internationally.
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Acquire the best shows from partners such as Netflix to fortify your competitive position in Brazil. Contact us now to access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles (e.g. Arcane), including those that have not even been released. Leverage a return-focused selection criteria for title acquisition by incorporating country-specific trend and market demand factors.
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Our TV audience measurement dataset is truly global. Discover how popular Netflix‘s Arcane 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 Brazil, 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 Arcane, for example, can be assessed for a market e.g. Brazil, which can then be benchmarked against genre averages (e.g. Action Fantasy), using our globally standardized Demand Expressions® metric.
This page has been amended on March 28, 2024, 3:37 a.m. PST using global demand content analytics from Parrot Analytics for Arcane in Brazil. We provide our partners with smart television series know-how to help them drive better and more informed content marketing strategies. Contact us today to find out more.