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, analyzing demand for a title like "Normal People" can offer valuable insights that can help with content decisions and programming decisions. Demand data can be used to understand the value of the title in a particular market, the extent of traction with an audience, and how well it fits into a platform's content portfolio. Below are some of the ways that demand data can help inform content decision-making processes for executives in the industry:
Content Valuation– By using demand data, as illustrated by Parrot Analytics' demand system, we can calculate the dollar value that a show like "Normal People" (or any title) could bring to a streaming platform, helping determine how much should be spent on acquiring or producing a series. Understanding how much value a title can bring to a platform based on demand data-driven valuations can inform investment decisions and compete for exclusive streaming rights.
Programming Decisions - When executives start unbundling the value of content on any streaming service and compare the current standing of a show to the market average based on region-specific audience demand data, they get a better grasp of the potential success of their content. Valuable insights regarding the content's performance include determining the best release strategy concerning optimal release strategy and pricing and assessing how well a title is being received by subscribers as acquisition-driving or churn-reducing content.
Acquisition Decisions -Demand data can help determine the best-fit content for acquisition or production by evaluating the opportunity available for a particular genre. When considering potential opportunities, demand can be a key indicator of a show's value to another streaming platform, which helps in pricing negotiations, and assessing the level of exclusivity that it offers.
Distribution Decisions – Demand data is particularly crucial when looking at the show's potential distribution and performing affinity analysis to determine partnerships that this show will do better with. The data can also be useful when addressing supply and demand issues; especially for productions that are not yet out and assessing the demographic target area for the production.
Taking a practical example of the show "Normal People" in Brazil, we witness that the show has garnered 8.1 times the audience demand of the average show in Brazil over the last 30 days. We can further infer from this data that the show is exceptionally popular in Brazil, indicating that the show might be an excellent fit for the Brazilian market. Demand data can inform executives to identify international markets showing considerable interest and plan to meet the demand where the title resonates the most by increasing accessibility to the show in the respective markets. Through demand data, the right strategy to maintain desired audience engagement and sustain demand can also be determined.
Demand data can also help with the identification of talent and content trends important for productions and development deals. All in all, utilizing demand data can be valuable in ensuring informed and strategic content-related decision making for content distributors, linear networks, pay-TV networks, and TV production companies.
Normal People's travelability to Brazil in the last 30 days is 121%, which means that the audience demand for Normal People is 121% 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.
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 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. Brazil, which can then be benchmarked against genre averages (e.g. Teen Drama), using our globally standardized Demand Expressions® metric.
This page has been updated on March 18, 2024, 12:42 p.m. PST using television demand datasets from Parrot Analytics for Normal People in Brazil. We provide our partners with meaningful television industry capabilities to help them drive better and more informed content investment strategies. Contact us today to find out more.