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, using demand data can greatly influence your strategic decision-making process. Let's take the example of "Arcane", a popular TV series in Canada, and understand how demand data can be used to make informed content-related decisions.
One of the primary ways demand data can be utilized is content valuation. With the help of demand data, you can quantify the actual worth of a specific title and estimate its overall contribution to a platform. From the analysis of "Arcane" in Canada for the month of March 2024, we know that the show has 8.1 times the audience demand of an average show, and only 2.7% of all TV shows have this level of demand. It means the show has high demand and is, therefore, likely to have a high valuation. To determine the actual worth of "Arcane", you could use the demand data to estimate the show's marginal revenue contribution, assess its ability to drive new subscriptions or mitigate churn and understand its exclusivity value.
Furthermore, by examining the top 10 global markets where "Arcane" is most in-demand over the last 30 days, we find that this TV series outperforms the demand of the average TV show. By assessing the markets where the show has the highest audience demand, an entertainment executive could make more informed content acquisition or distribution decisions. For instance, if the data reveals that there is a high demand in particular international markets, executives could explore partnering with local distributors to expand the show's reach.
Additionally, analyzing audience demand could be used to inform programming decisions. For instance, the analysis of "Arcane" in Canada indicates that fans of the show also like "The Mandalorian" and "Rick And Morty". By using this data, executives could make informed decisions on programming schedules, such as airing a show that shares a similar audience after "Arcane."
Moreover, demand data can be used to identify opportunity markets for content distribution and to uncover under-monetized titles. For the month of March 2024, we can see "Arcane" had outstanding demand in many countries around the world, such as China, France, Brazil, and the United States. The data shows that the show's demand in Canada decreased by 6.6% during this period, indicating a potential opportunity to implement content marketing in the region.
Finally, when it comes to content production decisions, using demand data can help identify scalable concepts, find the right talent, or optimize marketing campaigns. For instance, "Arcane" has a high travelability score, meaning the show has excellent international demand. Based on this data, executives could decide on whether to invest in projects that would appeal to a global audience, such as an international co-production.
In conclusion, demand data is a powerful tool that can provide valuable insights for a range of strategic decisions in the entertainment industry. By leveraging demand data, entertainment executives can make more informed decisions about content acquisition, distribution, programming, and production, ultimately leading to an increase in audience engagement and revenue.
Arcane's travelability to Canada in the last 30 days is 43%, which means that the audience demand for Arcane is 43% of the demand in its country of origin, United States. Click through to another market to discover how well Arcane travels internationally.
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Acquire the best shows from partners such as Netflix to fortify your competitive position in Canada. Contact us now to access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles (e.g. Arcane), including those that have not even been released. Leverage a return-focused selection criteria for title acquisition by incorporating country-specific trend and market demand factors.
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Our TV audience measurement dataset is truly global. Discover how popular Netflix‘s Arcane 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 Arcane, for example, can be assessed for a market e.g. Canada, which can then be benchmarked against genre averages (e.g. Action Fantasy), using our globally standardized Demand Expressions® metric.
This page has been enhanced on April 18, 2024, 2:02 p.m. PST using demand content analytics from Parrot Analytics for Arcane in Canada. We provide our partners with smart television series analyses to help them drive better and more informed content licensing strategies. Contact us today to find out more.