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, analyzing audience demand can help you make more informed decisions regarding content valuation, acquisition, distribution, and programming. For instance, let's consider the example of "Sex Education," a British drama series that offers a good glimpse into the many ways demand data can be of use.
Using demand data, you can determine the dollar value contribution of any content to any platform in any region. As such, content valuation enables you to determine how much to spend on content. For instance, you can determine how much of a series' value is being driven by demand for a certain star or how much a content library is worth to a platform over time. In the case of "Sex Education," analyzing the show's demand data in Germany can help you estimate its worth to a streaming platform operating in that territory.
Demand data gives you insights into audience preferences and behavior, and as such, helps you optimize content strategy to drive subscriptions while mitigating churn. Using demand data, you can calculate the ROI of a specific title for any given platform, and even assess the ability of a TV series to drive subscriptions and mitigate churn. In the case of "Sex Education," audience demand data can help you determine whether you should acquire or produce similar content, given the high level of demand in Germany.
Demand data can also inform distribution decisions by helping you determine the most suitable platform for your content. Instead of blindly distributing a show across multiple platforms, you can use demand data to assess the best fit for the content. Using demand data, you can assess the value of exclusivity, which enables you to extract more value for your content. For instance, you can examine the level of exclusivity offered by a platform and determine whether it will increase the value of your content.
Demand data can help you optimize your release strategy and pricing. By analyzing demand data, you can determine when a show is trending upwards and decide on the best time to release new seasons or episodes. You can also tailor the release strategy for different platforms and regions to drive maximum engagement.
As we can see from the "Sex Education" example, demand data can help you uncover under-monetized titles, assess travelability (the global appeal of a title compared to other content in the genre), measure momentum (the pace of growth compared to other titles), and analyze franchisability (the potential for spin-offs or franchises). Additionally, demand data powers affinity analysis, which can help you identify the best talent or brand partnerships, as well as recommendations and personalized marketing campaigns that keep your current audience happy and attract new subscribers to your platform.
Finally, it's important to note that demand data can be used to inform decisions on various other aspects of content production, distribution, and marketing, such as determining the most popular genres in a local market, benchmarking a show's performance against other titles available on the market, informing pre-release marketing campaigns and post-release evaluations, identifying taste clusters and mapping local whitespaces. In conclusion, incorporating demand data into your decision-making process can not only help you optimize content strategy to drive subscriptions and mitigate churn but also help you extract maximum value from your content.
Sex Education's travelability to Germany in the last 30 days is 54%, which means that the audience demand for Sex Education is 54% of the demand in its country of origin, United Kingdom. Click through to another market to discover how well Sex Education travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Netflix‘s Sex Education 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 Sex Education, for example, can be assessed for a market e.g. Germany, which can then be benchmarked against genre averages (e.g. Comedy Drama), using our globally standardized Demand Expressions® metric.
This page has been renewed on April 22, 2024, 2:04 p.m. PST using global demand metrics from Parrot Analytics for Sex Education in Germany. We provide our partners with smart TV industry know-how to help them drive better and more informed content investment strategies. Contact us today to find out more.