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.
In the entertainment industry, making sound content decisions is crucial to the success of any company. One useful tool in this regard is demand data, which measures the audience's interest in a particular TV show. In this article, we will use "Castlevania: Nocturne" as an example to explain how demand data can inform content decisions for entertainment executives.
Demand Data and Content Valuation:
The value of a TV show is a key question that executives ask. Hence, valuation of the content is crucial. The demand data of a TV show can help in content valuation. Using demand data, it is possible to calculate the dollar value contribution of any particular title to any platform, in any region.
To plan and budget content acquisition decisions, executives need to know the value of their investment in a particular title. Valuation also helps to ascertain the return on investment (ROI) and decide whether the show should be renewed for another season.
Demand data also informs the platform-specific marginal revenue contribution and how a title drives engagement across the rest of the TV series library. Parrot Analytics' content valuation system is based on global content demand and supply and can answer several questions for executives like the baseline value of a title, how is the series performing as an acquisition-driving or churn-reducing title, or how to assess the value of exclusivity?
The Role of Demand Data in Programming Decisions:
Executives also use demand data to make programming decisions. They use it to identify the best time to release a show, pricing, or whether to run promotions to increase its demand. They can look at how well a show is doing in their local market and which genre is popular among their audience.
With the help of demand data, executives can learn what their audience wants to watch and use that information to make data-driven programming decisions. They can capitalize on the popularity of a show by releasing it at the right time and pricing it suitably.
Using Demand Data for Distribution and Acquisition Decisions:
Demand data can also help executives to make distribution and acquisition decisions. By looking at how a show is performing in different global markets, executives can decide which region will be the best to distribute or acquire a particular show.
Executives can also use demand data to decide which show to acquire or produce according to the supply & demand principle. They can look at the opportunity for specific content to acquire or produce and decide which kind of content has the potential to attract new subscribers or keep existing subscribers happy.
The Example of "Castlevania: Nocturne":
Let's look at an example of "Castlevania: Nocturne," a TV series set during the French Revolution, in Germany during March 2024. According to demand data, "Castlevania: Nocturne" had good audience demand compared to the average show in Germany. Audience demand for the TV series was on an upward trend during the last 30 days, indicating increased popularity. The show fell in its rank significantly during March 2024 in Germany.
Moreover, by examining the top ten global markets where “Castlevania: Nocturne” is most demanded over the last 30 days, we find that this TV series outperforms the demand of the average TV show (1x) in each of these markets. Russia is the most in-demand market for Castlevania: Nocturne globally.
Additionally, the show's reach, which is the number of individuals expressing demand for a show, was OK. Its travelability, which indicates a show's overall international demand relative to its home market, was good. Furthermore, the show's momentum, which measures the pace of growth, was outstanding, which means that the show's popularity was growing at a substantial rate. Its franchisability, measured by its spin-off potential, was OK, and its longevity, which measures how well audience demand is maintained over time, was also outstanding.
Finally, according to the Parrot Pulse, which provides an independent measure of a show's global performance across six dimensions, including reach, travelability, and longevity, "Castlevania: Nocturne" has an overall good worldwide audience demand.
The application of demand data avails entertainment executives the ability to access reports to make informed content decisions. These decisions directly benefit from the insights garnered from demand data that can not only save time, money and effort but also drive maximum results.
Castlevania: Nocturne's travelability to Germany in the last 30 days is 25%, which means that the audience demand for Castlevania: Nocturne is 25% of the demand in its country of origin, United States. Click through to another market to discover how well Castlevania: Nocturne travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Netflix‘s Castlevania: Nocturne 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 Germany, 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 Castlevania: Nocturne, for example, can be assessed for a market e.g. Germany, which can then be benchmarked against genre averages (e.g. Action Fantasy), using our globally standardized Demand Expressions® metric.
This page has been updated on April 22, 2024, 2:03 p.m. PST using television demand content from Parrot Analytics for Castlevania: Nocturne in Germany. We provide our partners with extensive OTT expertise to help them drive better and more informed content partnership strategies. Contact us today to find out more.