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 constantly face the challenge of making informed content, acquisition, distribution, and programming decisions that will appeal to your target audiences. You must make these decisions while keeping in mind the constantly shifting market and audience preferences. Parrot Analytics' demand data provides valuable insights and tools that can help you make more informed decisions. Using the example of "The New Normal" in March 2024 in Germany, we will show how Parrot Analytics' demand data can be leveraged to drive strategic decisions in the following ways:
- Content Valuation: Demand analytics can be used to determine the value of content. Because it is based on demand data and can be applied to an individual series or an entire catalog, content valuation allows for the deconstruction of the value of content on any streaming service. For example, in March 2024, "The New Normal" experienced an increase in demand by 30.6% when compared to its demand in the previous month. This increase in demand can be used to justify an increase in the monetary value of the show for future licensing deals or optimize its marketing mix to improve its performance.
- Decision-Making: Utilizing demand data as a tool to make acquisition, distribution, and programming decisions related to content. For instance, "The New Normal's" demand data shows that its global audience demand is okay, whilst its travelability (international demand relative to its home market) is poor. This creates an opportunity for you to explore introducing new strategies for increasing the show's international appeal with overall global audiences. Of particular interest is "The New Normal's" high demand for its genre (romance) in the German markets, placing it in a strong position to leverage the German market's interest in similar content. Additionally, Parrot Analytics provided insights on other TV shows such as "House of Dragon," "The Mob Doctor," and "Echoes (2022)" that audiences of "The New Normal" also liked; this can be used to generate ideas on possible acquisitions and the type of content that resonates with the target audience.
- Strategy: Demand analytics is primarily useful when making content strategy decisions, such as analytics on audience retention and churn, subscriber acquisition. The insights can help you develop effective marketing strategies that align better with viewing patterns, such as the most optimal release strategy for the content, or strategies to build frictionless ways of accessing the show across different devices and platforms. For example, Parrot Analytics' data on "The New Normal" revealed how demand spiked in Germany during the month of March. Suppose you decide to increase your marketing spend on promotions that align with Germany's cultural and seasonal trends, such as creating in-house content such as interviews with the show’s stars or creating theme quiz to create further interest in the show in Germany.
- Benchmarking and Performance Evaluation: Demand analytics can be used to determine how well a title performs relative to other shows in the same genre or even on the same platform. For example, "The New Normal" ranked #1228 in Germany during March 2024, and its rank dropped by 408 spots during the same month. This metric can be referenced to evaluate the performance of the series regarding audience sentiment during that particular month. This information is particularly useful when benchmarking content against other titles available for licensing; then, you can negotiate the licensing deal's terms based on their respective demand data and performance.
- Audience Clusters: Demand analytics can help generate insights into its clusters of audience, helping to serve more specific segments. With "The New Normal" example, demand analytics revealed that the show appeals to a relatively larger but specific cluster of audiences in the German markets. By paying closer attention to these groups of audiences, you can determine the most effective strategies for promotional campaigns that will best appeal to them.
In conclusion, Parrot Analytics' demand data is a powerful tool for improving your decision-making processes as an entertainment executive. It provides insights on the value and performance of content by region, genre, and audience. In combination with other data sets and research, it can be used to inform procurement strategies, content purchase, marketing campaigns, and improve the audience's viewing experience.
The New Normal's travelability to Germany in the last 30 days is 129%, which means that the audience demand for The New Normal is 129% of the demand in its country of origin, United States. Click through to another market to discover how well The New Normal travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular NBC‘s The New Normal 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 NBC 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 New Normal, 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 updated on April 22, 2024, 2:01 p.m. PST using global demand datasets from Parrot Analytics for The New Normal in Germany. We provide our partners with comprehensive OTT analyses to help them drive better and more informed content partnership strategies. Contact us today to find out more.