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.
For entertainment executives working at any stage of the content creation process, incorporating demand data into their decision-making process can add vital insights to the often murky task of determining which concepts, properties, or titles will best resonate with audiences. Take "The Midnight Club" as an example - in just a few weeks, we can observe a number of metrics that reveal both its popularity within Canada and its potential globally.
One key use case for demand data lies in content valuation, which uses demand data to answer questions like "How much is my series worth?" or "What is the value of a content library to a platform over time?" By examining demand, executives can start to answer these questions with a more accurate picture of how much audience demand any given title can expect to generate. In the case of "The Midnight Club," we see that it has 2.1 times the audience demand of the average show in Canada over the last 30 days, indicating that it is performing well. We also see that audience demand for the show has increased in Canada by 77.2% in October - a good indication of audience engagement. With these data points, executives can start to better understand the value of the show, as well as its position relative to other titles.
Another area where demand data can provide insights into content decision-making is market identification and expansion. Examining where a title performs best both locally and globally can be instrumental in determining which regions are most important to target with marketing and promotional efforts. For "The Midnight Club," we can see that while its global demand is good overall, its largest market is the United States, where demand is 4.5x the average. Russia is the show's second-largest market, indicating that it is tapped into a distinct viewership in that country. By understanding these localized pockets of demand, entertainment executives can make more informed decisions on where to distribute their content, which titles to prioritize in certain regions, and how to tailor promotional efforts to maximize impact.
Another valuable utilization of demand data is in its ability to inform decision-making around production and development, such as "Which type(s) of content exhibit an opportunity to acquire or produce?" By examining surrounding shows that fans most enjoy, like "Rick And Morty," "Loki," and "The Mandalorian," executives can start to get a sense of the type of content that is resonating with audiences and potentially use that information to guide upcoming productions. Of course, all of these data points only build more information towards the final decisions on new content, however knowing what the audience preferences are will help to steer the decision-making process towards more successful, in-demand content.
Demand data also plays a role in helping executives understand how long a show can expect to perform well with audiences. By tracking the show's "momentum," or pace of growth, as well as its "longevity," or ability to maintain demand over time, executives can better predict how the show may be received in the future. For example, The Midnight Club's momentum has been good and its longevity is okay, indicating strong and stable growth in demand.
In conclusion, all executives related to the Entertainment industry today require audience demand data and metrics to make informed decisions. Parrot Analytics' data allows executives to identify current audience demographics and preferences and helps them as they map out their decision-making processes, from creative development and financial valuations, all the way through to distribution and promotional efforts. In the case of "The Midnight Club", demand data can provide insights to assess how much a show may be worth, why it’s in-demand, which regions should be prioritized in the show's release, what content direction it should be focused on for the next iterations, and the length of time it will remain engaging to its target audience.
Answer one question and put our thinking to work on your challenges.
Who are you in the industry?
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. Netflix, leading to increased commercial efficiency and ROI.
Support casting decisions with empirical market data for Canada. Contact us now to reveal hidden talent insights, through a combination of affinity and trait analysis, encompassing both global and market-based factors to determine who is truly worth an investment. Discover new business opportunities and assess the strengths and weakness of the competition’s offerings including specific titles such as The Midnight Club.
Produce with confidence whilst mitigating downside risks. Contact us now to decrease production risks by combining content genome insights with demand data to increase the likelihood of a successful series: Gain deep insights into character, talent, setting, plot, theme and genre preferences, including Drama. Using audience demand data, explore markets such as Canada to discover lucrative new sales opportunities whilst evaluating the expected ROI for new series acquisitions such as The Midnight Club from partners like Netflix.
Studios in Canada are now empowered to fuse art with science for the next global hit. Contact us to gain deep insights into target audiences’ character, talent, setting, plot, theme and genre preferences (e.g. Drama) - for both local and global content. Find the best performing concepts with demand-driven concept testing and development. Apply talent demand to gain a holistic view of future content performance, pre-development.
Are you seeking distribution for The Midnight Club? Lead global content negotiations with authority. Contact us now to discover if you should prioritize markets such as Canada, based on country-specific audience demand - including territories where commercial rights have not yet been granted. Apply a demand-based framework to negotiations with potential distribution partners such as Netflix to maximize the deal value. Assess the strengths and weakness of the competition’s content, leading to increased commercial efficiency and ROI.
Maximize advertising revenues from new audiences in Canada. Contact us now to leverage a return-focused selection criteria for title acquisition from Netflix by incorporating country-specific trend and market demand factors. Appeal to audience interests using demand-driven advertising and personalize campaigns to capitalize on pre-release demand for specific titles such as The Midnight Club. Access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles that have not even been released.
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. The Midnight Club), 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 Netflix 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 The Midnight Club, 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 Netflix‘s The Midnight Club 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 The Midnight Club, for example, can be assessed for a market e.g. Canada, which can then be benchmarked against genre averages (e.g. Mystery Drama), using our globally standardized Demand Expressions® metric.
This page has been modified on April 22, 2024, 2:04 p.m. PST using global tv demand content analytics from Parrot Analytics for The Midnight Club in Canada. We provide our partners with deep content analyses to help them drive better and more informed content acquisition strategies. Contact us today to find out more.