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 entertainment executive looking to improve your content acquisition, distribution, or programming decisions? Understanding the value of your content, its international appeal, and fan preferences can help inform your strategy. That's where demand data, such as Parrot Analytics' content valuation system, comes into play. Let's consider the example of "Top Boy," a British crime drama, and how its audience demand in Canada over the last 30 days can illustrate various use cases for demand data.
Content Valuation: For TV networks, studios, and distribution companies, content valuation can help determine the worth of a series for their platform or buyers. By utilizing demand data, the dollar value contribution of the content to the platform can be revealed. For "Top Boy," we know that it had 5.3 times the audience demand of the average show in Canada over the last 30 days. This demand value can then be leveraged to negotiate with platform buyers on the worth of the series.
Distribution Strategy: Understanding international demand can help OTT or SVOD platforms expand to different markets. While "Top Boy" has higher demand than 97.0% of all drama titles in Canada, it also has remarkable demand in the United Kingdom, South Africa, France, and Australia, to name a few. Its international appeal for this British crime drama provides further indication as to which markets the series would be a strong asset for broadcasters looking to expand their global audience.
Programming and Marketing Decisions: Audience demand can help content creators and programming directors identify popular trends about genres that would appeal to their viewers. For example, by examining related shows that "Top Boy" audiences also like, such as "Fargo," "Better Call Saul," and "House Of The Dragon," television executives can make informed decisions on future programming.
Subscriber Acquisition and Retention: Understanding subscriber behavior via trends such as engagement and demand can help OTT platforms make decisions about which titles to acquire to retain customers or boost subscriptions. For instance, with its significant rankings and decreasing demand over time, "Top Boy" was one of the most popular titles in Canada; however, demand decreased 78.1% in March 2024, hinting that acquiring the show's content or its spin-offs may have less impact on subscriber growth moving forward.
In conclusion, with Parrot Analysis' demand data, entertainment executives gain insights into the worth of their content, demographics of their audience, and international demand. Combined with other metrics, such as the show's popularity and ratings, these insights can inform critical strategic decisions in content acquisition, distribution, and programming that meet both the needs of their customers and business objectives.
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Our TV audience measurement dataset is truly global. Discover how popular Netflix‘s Top Boy 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 Top Boy, for example, can be assessed for a market e.g. Canada, which can then be benchmarked against genre averages (e.g. Crime Drama), using our globally standardized Demand Expressions® metric.
This page has been altered on April 22, 2024, 2:01 p.m. PST using analytics from Parrot Analytics for Top Boy in Canada. We provide our partners with essential OTT insight to help them drive better and more informed content investment strategies. Contact us today to find out more.