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.
Are you an executive working in television, OTT, SVOD, or content distribution? Are you trying to make informed decisions regarding content acquisition, programming, or distribution? If so, demand data is your key to unlocking potentially valuable insights into the popularity of your titles and your effectiveness in monetizing your content. Let’s explore how analyzing demand data using the example of “Orphan Black: Echoes” can help you make smarter business decisions.
First, content valuation can be a difficult decision. Content value is not just about cost per episode or production budget. Instead, demand data can be used to assess the actual value of a TV show or library of content on a platform over time. Demand data allows you to uncover insights into the dollar value contribution of a title or an entire catalog to a specific platform or region. By analyzing global content demand and supply, Parrot Analytics’ economic valuation system can show you how much a particular show should be worth, how much of its value is driven by demand for its stars, and why your show should be considered a strategic asset.
“Orphan Black: Echoes” in Canada is an excellent example that illustrates how assessing the popularity of a show can help inform decision-making. Over the last 30 days, the show has had 5.9 times more audience demand than the average show, indicating a great level of interest among viewers in Canada. Furthermore, “Orphan Black: Echoes” has outperformed 97.4% of all drama titles in Canada in the same period. These figures indicate the show has excellent audience demand in Canada, but from a global perspective, the show has only okay travelability and reach, meaning there may be missed opportunities in certain markets.
Second, demand data can be used to assess a show’s potential to retain subscribers or acquire new ones. By analyzing audience demand for a show and examining its momentum and longevity, you can assess the likelihood that a show will drive subscriptions and reduce churn. In the case of “Orphan Black: Echoes,” the momentum of the show indicates an okay and sustained growth rate, while its longevity is shown to be poor. Thus, the show management might want to reconsider marketing campaigns accordingly and investigate opportunities to acquire similarly demanded content to increase engagement and retain viewers.
Third, demand data can inform decisions regarding global content expansion. By looking at the show's global performance and the top 10 markets where it is most in-demand, executives can evaluate the show's potential for success in other regions. For example, the show is quite popular in Brazil with good demand rates of 5.9x showing excellent growth potential in that region. However, the show is only popular to a good extent across other global markets, indicating opportunities for growth by targeting different markets.
Fourth, analyzing demand data can tell you whether a show has a fan base that can be leveraged to launch spin-offs or other related content. In the case of "Orphan Black: Echoes," the show has okay potential for spin-off development, indicating that it may have a dedicated but limited fanbase.
Finally, demand data can be used to uncover niche market opportunities. By examining demand for shows in certain genres or topics, executives can assess untapped markets, optimise pricing and release strategies, and acquire new content to attract a new and wider audience.
In conclusion, the case for analyzing demand data to inform content decisions is strong. It can be used to make content acquisition, distribution, and programming decisions as well as evaluate the value of specific content to a platform or market. In the example of “Orphan Black: Echoes,” many insights were gained from analyzing the show's recent demand data, helping executives to make more informed decisions to drive revenue growth and improve engagement.
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Our TV audience measurement dataset is truly global. Discover how popular AMC+‘s Orphan Black: Echoes 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 Canada, 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 AMC+ 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 Orphan Black: Echoes, for example, can be assessed for a market e.g. Canada, which can then be benchmarked against genre averages (e.g. ), using our globally standardized Demand Expressions® metric.
This page has been enhanced on April 22, 2024, 2 p.m. PST using demand datasets from Parrot Analytics for Orphan Black: Echoes in Canada. We provide our partners with smart TV series know-how to help them drive better and more informed content partnership strategies. Contact us today to find out more.