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 help entertainment executives in several ways, including content valuation, acquisition, distribution, and programming decisions. Let's use the example of "Outer Banks" to understand how these decisions can be made based on demand data.
Content valuation is an essential step in deciding how much to spend on a particular title. Demand data for a show like "Outer Banks" can reveal its dollar value contribution to any platform. For instance, the demand for "Outer Banks" in Canada is currently 4.4x the average show, which is good. It also ranks at the 98.2th percentile in its genre, indicating that it has higher demand than 98.2% of all romance titles in Canada. Therefore, "Outer Banks" can be a strategic asset for a streaming platform as it can drive subscriptions and mitigate churn.
Acquisition decisions require an understanding of the value of a title. Demand data for "Outer Banks" in its top 10 global markets shows that it outperforms the average TV show demand in each of these markets, including the United States, which is its number one market globally. Currently, demand for "Outer Banks" in Canada is good, and it has been increasing recently. This information can help entertainment executives in deciding if acquiring "Outer Banks" is a valuable investment.
Distribution decisions can be made based on demand in various markets. By analyzing where "Outer Banks" is most in-demand over the last 30 days, we find that the show outperforms the demand of the average TV show in each of these markets. In addition, the travelability of "Outer Banks" is good, which means that it has international demand potential and can be distributed to a broader audience worldwide.
Programming decisions can benefit from a deeper understanding of a show's audience and their preferences. By identifying other titles that "Outer Banks" fans like, such as "The Handmaid's Tale," "Yellowstone," "Better Call Saul," and "Ozark," executives can understand the tastes of the audience. This information can be useful in optimizing the show's marketing campaign and release strategy for future seasons.
In conclusion, demand data provides valuable information for entertainment executives at different stages of the content creation, acquisition, distribution, and programming process. By analyzing demand data for a show like "Outer Banks," executives can make more informed decisions that can lead to higher viewer engagement, subscriptions, and ultimately revenue.
Outer Banks's travelability to Canada in the last 30 days is 48%, which means that the audience demand for Outer Banks is 48% of the demand in its country of origin, United States. Click through to another market to discover how well Outer Banks travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Netflix‘s Outer Banks 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 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 Outer Banks, for example, can be assessed for a market e.g. Canada, which can then be benchmarked against genre averages (e.g. Teen Drama), using our globally standardized Demand Expressions® metric.
This page has been recreated on April 22, 2024, 2:02 p.m. PST using global tv demand content analytics from Parrot Analytics for Outer Banks in Canada. We provide our partners with meaningful content capabilities to help them drive better and more informed content advertising strategies. Contact us today to find out more.