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.
Demand data can be a valuable tool for entertainment executives for making informed decisions regarding content, acquisition, distribution, and programming. Using the example of "The Killing (US)" in Brazil for the month of March 2024, we can explore how executives can use demand data to guide their decision-making processes.
Firstly, content valuation can be aided by demand data. For instance, executives may need to know how much a particular series or library is worth to a platform. Using Parrot Analytics' content valuation system, they can calculate the dollar value contribution of a title to a platform, taking into account regional-specific audience demand. In the case of "The Killing (US)", with 4.0 times the audience demand of the average show over the last 30 days in Brazil, it has good demand. With only 8.6% of all TV shows having this level of demand in the country, "The Killing (US)" is a valuable asset to any platform.
Secondly, demand enables content evaluation on a global scale. Entertainment executives can use demand data to determine which content is the most popular in a particular market or on a global level. For example, "The Killing (US)" has higher demand than 96.9% of all the drama titles in Brazil in March 2024. A show's performance in other global markets can inform the potential for international expansion.
Thirdly, demand can provide information on viewer engagement and monetization. Executives can assess how titles contribute to incremental revenue or audience engagement across the platform, and how this drives subscriptions or mitigates churn. They can use demand data to calculate the ROI a specific title will bring to the platform, as well as determine if a show is part of the cultural zeitgeist and/or part of a larger franchise.
Fourthly, demand can inform programming decisions, such as which titles to acquire or produce, which ones to market heavily, which ones to use to attract new subscribers or retain current ones. The demand for "The Killing (US)" increased by 35.1% in late March 2024, indicating the potential for a significant new audience demographic. Entertainment executives can use this information to adjust programming and distribution strategies, as well as alter release strategies and pricing.
Finally, demand data can be used in affinity analyses and measuring talent, franchise, longevity, and reach, which can inform advertising, marketing, and PR strategies regarding content. Metrics such as travelability can also guide the selection of content for global audiences, taking into account its spin-off potential or appealing elements.
In summary, executives across the entertainment industry can leverage demand data to make informed strategic decisions, and Parrot Analytics' content valuation system offers a powerful solution for measuring the dollar value contribution of any title, to any platform, in any region.
The Killing (US)'s travelability to Brazil in the last 30 days is 82%, which means that the audience demand for The Killing (US) is 82% of the demand in its country of origin, United States. Click through to another market to discover how well The Killing (US) travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Netflix‘s The Killing (US) 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 The Killing (US), for example, can be assessed for a market e.g. Brazil, which can then be benchmarked against genre averages (e.g. Crime Drama), using our globally standardized Demand Expressions® metric.
This page has been altered on April 18, 2024, 2:01 p.m. PST using global tv demand data from Parrot Analytics for The Killing (US) in Brazil. We provide our partners with extensive TV analyses to help them drive better and more informed content licensing strategies. Contact us today to find out more.