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.
Content executives can use demand data from Parrot Analytics to make strategic decisions about their TV series, including content valuation, acquisition, distribution, and programming decisions. Parrot Analytics gathers audience demand data globally and provides information on a TV series's performance across six dimensions. With a case study of "Insecure" in Brazil for the month of March 2024, we demonstrate how demand data can help content executives make more informed decisions.
Based on Parrot Analytics demand data, "Insecure" has 3.9 times the audience demand of the average show in Brazil over the last 30 days. This show is in the 98.0th percentile in the romance genre, and its demand has been decreasing recently. The show ranks at #544 in Brazil, and its demand has decreased by 41.4% during March, but it experienced a demand spike later in the month. The Parrot Pulse for "Insecure" indicates that its worldwide audience demand across all platforms is good, and its longevity, momentum, franchisability, and reach are outstanding. It has a travelability rating of okay.
Content executives can use demand data to value their content. Parrot Analytics offers a content valuation system based on demand data that can reveal the dollar value contribution of any title, to any platform, in any region. Executives can use demand data to determine how much to spend on content and to estimate a TV series's ability to drive subscriptions and mitigate churn. The demand for "Insecure" in Brazil is good, indicating that it is a valuable property in this market.
Content executives can also use demand data for acquisition decisions. They can assess the value of exclusivity for a title and estimate cannibalization of audiences if a title is available on multiple services. They can leverage demand data to calculate the ROI a specific title will bring for any given platform and to assess a TV series's ability to drive subscriptions and mitigate churn. Content executives can also use demand data to inform scalable concept testing, which allows them to test which elements of existing content are most popular with fans.
Demand data is valuable for distribution decisions. Executives can use demand data to value their content to another streaming platform or to find new opportunity markets for content distribution. They can also use demand data to help determine which platforms they should target for the distribution of their content.
Finally, demand data is useful for programming decisions. Executives can use demand data to optimize their release strategies and pricing and to uncover under-monetized titles. They can assess the best talent or brand for collaboration and identify TV shows that can help acquire or retain subscribers. Additionally, executives can use demand data to inform pre-release marketing and to ensure that their content is being seen by the right audience on their platform.
In conclusion, content executives can use Parrot Analytics demand data to make more informed content, acquisition, distribution, and programming decisions. The case study of "Insecure" in Brazil for March 2024 demonstrates how content executives can use demand data to inform these decisions. By analyzing a TV series's performance across six dimensions, content executives can value their content and make the most strategic decisions for their business.
Insecure's travelability to Brazil in the last 30 days is 48%, which means that the audience demand for Insecure is 48% of the demand in its country of origin, United States. Click through to another market to discover how well Insecure travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular HBO‘s Insecure 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 HBO 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 Insecure, for example, can be assessed for a market e.g. Brazil, which can then be benchmarked against genre averages (e.g. Sitcom), using our globally standardized Demand Expressions® metric.
This page has been amended on April 22, 2024, 2:03 p.m. PST using global tv demand data from Parrot Analytics for Insecure in Brazil. We provide our partners with meaningful SVOD capabilities to help them drive better and more informed content licensing strategies. Contact us today to find out more.