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 have to make multiple decisions on programming, production, distribution, and content valuation. Using demand data, you can make more informed decisions to ensure success. For instance, in the case of "Insecure," examining the demand data concerning the series can help you evaluate its performance, assess its potential, and weigh investment decisions.
Demand data can help determine the monetary value of a TV series. With a content valuation system powered by global content demand and supply, content valuation uses demand data to answer questions such as "What is the baseline value of a title? and" How is my series performing as an acquisition-driving or churn-reducing title?" For "Insecure," it is revealed that its demand is good in Germany, having four times the audience demand of the average show in the region. This indicates that the show has significant monetary value due to its popularity.
Furthermore, demand data can inform acquisition decisions. By examining the top ten markets where "Insecure" is most in-demand, we can see that the series outperforms the demand of the average TV show in each of these regions, indicating its potential profitability. Additionally, the show has good travelability, meaning it has the potential to perform well overseas, opening up opportunities for international distribution.
Demand data can also inform programming decisions. For instance, with insight into the audience's preferences, entertainment executives can select TV series that not only cater to existing audiences but also attract new ones. In the case of "Insecure," audience demand for the show has been increasing recently, as shown by its ranking improving by 1250 spots in Germany. This rise in demand could be attributed to the series' ability to tackle social and racial issues that relate to the contemporary black experience, making it attractive to the current audience.
Consequently, demand data can help retain existing subscribers and acquire new ones. Entertainment executives can use this data to understand how a TV series performs compared to other shows available on the market. Using "Insecure" as an example, the show's momentum is in good standing with its rank rising, indicating that it can attract and retain an audience. Additionally, its performance across different dimensions such as reach, franchisability, and longevity have proven to be outstanding. By understanding why a show is in-demand, entertainment executives can decide which titles to stream to target new subscribers and keep current ones happy with their selection.
In essence, utilizing demand data to make informed decisions as an entertainment executive is crucial. It can help evaluate content's monetary value, inform acquisition decisions, and provide insights on programming decisions. And, as evident from the case of "Insecure," audience demand data can help with global expansion, strategic acquisition, and distribution decisions that can increase profitability and retain current audiences.
Insecure's travelability to Germany in the last 30 days is 55%, which means that the audience demand for Insecure is 55% of the demand in its country of origin, United States. Click through to another market to discover how well Insecure travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular HBO‘s Insecure 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 HBO 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 Insecure, for example, can be assessed for a market e.g. Germany, which can then be benchmarked against genre averages (e.g. Sitcom), using our globally standardized Demand Expressions® metric.
This page has been modified on April 17, 2024, 2:03 p.m. PST using analytics from Parrot Analytics for Insecure in Germany. We provide our partners with smart media industry capabilities to help them drive better and more informed content marketing strategies. Contact us today to find out more.