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, you are always looking for ways to make more informed content, acquisition, distribution, and programming decisions. This is where Parrot Analytics comes in with our powerful demand data-driven insights. Let's take the show "Surface" as an example and see how demand data can help make more informed content decisions.
Content Valuation:
One of the first things that content executives want to know is how much their series or library is worth. With Parrot Analytics' content valuation system, you can get a dollar value contribution of any title to any platform in any region. As for "Surface," it has 3.1 times the audience demand of the average show in Canada, indicating good demand. When analyzed through content valuation, we could find out the value of "Surface" to any given platform in Canada. Additionally, by looking into the show's peak demand rate and rolling average data points, an estimation of its return on investment could be made.
Audience Demand & Taste Clusters:
Demand data can also help identify which genres are resonating most with your current audience and identify opportunity markets for content distribution. For "Surface," we can see that it ranks at the 95.0th percentile in the drama genre in Canada, indicating its dominance in this category. We also found out that people who like "Surface" also tend to enjoy reality shows like "Real Housewives" and "Basketball Wives," which gives insight into the viewer's preferences. This kind of taste clustering can be incredibly important when determining how to spend marketing dollars.
Determining the Best Platform, Release Strategy & Pricing:
Demand data can help to identify which platforms should be targeted for the distribution of "Surface." From the analysis provided, it is evident that majority of the demand for the show originates in Canada, indicating that this may be the best place to initially distribute the show. Data analysis can also determine the best release strategy and pricing for content like "Surface."
Subscriber Acquisition & Retention:
Demand data can be used to answer most of your content acquisition questions, including which titles to buy to acquire and retain subscribers, and which type of content exhibits opportunities to acquire or produce. For "Surface," it can be observed that it has higher demand than 95.0% of all drama titles in Canada for March 2024. However, there was a decrease in the show's audience demand in Canada by 29.4% during March 2024. Therefore, potential subscribers who are into drama might be a good audience to target with "Surface," while getting the right content mix to prevent subscriber churn.
Mapping Local Whitespaces and Identifying New Opportunity Markets:
Through "Surface" analysis, it can be noticed that the show has good demand in markets such as Italy, France, and Hong Kong SAR China. This identification of new opportunity markets can aid in the expansion of global SVOD, where "Surface" could perform well. Additionally, identifying the most popular genres in a specific market could help to fill gaps that aren't necessarily being met by current programming provided, so that the right content can be made to appeal to new audiences in that market.
In conclusion, demand data can be used to inform all strategic decision-making processes within the television, OTT, and SVOD industry. It can uncover key insights such as an analysis of the impact of pre or post-premiere time on a show, the effectiveness of marketing activities around the show, and how well the show has held up since it initially premiered. Regardless of the specific decisions that need to be made, Parrot Analytics' wealth of data and insights makes it one of the most valuable partners for content executives in the entertainment industry.
Surface's travelability to Canada in the last 30 days is 119%, which means that the audience demand for Surface is 119% of the demand in its country of origin, United States. Click through to another market to discover how well Surface travels internationally.
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Capture more value from content opportunities in Canada as well as globally. Contact us now to leverage audience profiling, market-based insights, talent scoring and genre clustering to de-risk production investments. Discover new business opportunities in the Drama genre and assess the strengths and weakness of the competition’s content e.g. Apple TV+, leading to increased commercial efficiency and ROI.
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Acquire the best shows from partners such as Apple TV+ 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. Surface), 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.
Command your Drama genre niche with maximum net subscriber adds. Contact us now to harnesses audience demand data to gain insights for growing and keeping a subscriber base. Leverage a return-focused selection criteria for title acquisition from partners such as Apple TV+ by incorporating country-specific trend and market demand factors for all markets including Canada. Appeal to the individuality of your audience base, taking into consideration the unique and limitless characteristics of taste clusters.
Deploy high impact entertainment marketing strategies across all genres including Drama. Contact us now to deploy demand-driven marketing, the only empirical earned media measure of your marketing spend. Access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles such as Surface, including those that have not even been released. Appeal to your target markets, including Canada, based on audience interests, enabling the personalization of campaigns to capitalize on pre-release demand.
Our TV audience measurement dataset is truly global. Discover how popular Apple TV+‘s Surface 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 Apple TV+ 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 Surface, for example, can be assessed for a market e.g. Canada, which can then be benchmarked against genre averages (e.g. Thriller), using our globally standardized Demand Expressions® metric.
This page has been recreated on April 22, 2024, 2:02 p.m. PST using global demand analytics from Parrot Analytics for Surface in Canada. We provide our partners with extensive television series know-how to help them drive better and more informed content partnership strategies. Contact us today to find out more.