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.
For entertainment executives who are interested in making more informed content-related decisions, understanding the demand data for particular TV shows can be central to identifying potential successes. Let's consider the example of "The Staircase" in Germany for the month of February 2024 to better illustrate this point.
When it comes to content valuation for "The Staircase" in Germany specifically, we can see that the show had 2.1 times the audience demand of the average TV show in the country over the last 30 days. Only 8.6% of all TV shows were able to achieve this level of demand in Germany. It's also worth noting that during this time the show's demand increased by 5.2%, indicating a positive trend.
In order to make better acquisition decisions, entertainment executives can utilize demand data to identify emerging trends in TV genres and what titles are increasing or decreasing in popularity. Using "The Staircase" as an example, we can see that the show ranks at the 95.0th percentile in the biography genre in Germany, outperforming 95.0% of all biography titles in the country. This could be seen as an indicator of a growing demand for biographical content in Germany, which entertainment executives could consider when making acquisition decisions.
Distribution decisions can also benefit from demand data by highlighting which markets might be more receptive to certain types of content. For instance, "The Staircase" did particularly well in Russia, with outstanding audience demand of 4.3x, showing that the show can be a lucrative import for German TV broadcasters. Alternatively, if a platform wanted to expand into Russia, this finding could be leveraged to draw in new audiences and increase their subscriber base.
Programming decisions can benefit from demand data by considering what titles are complementary to a bit more popular show. From "The Staircase"'s viewer data, we can see that fans of the series are also fans of shows including "Raised By Wolves (U.S. TV Series)", "Foundation", and "House Of The Dragon", indicating that programming executives could consider building out a selection of related content to keep that particular demographic engaged.
Additionally, demand data can be used to inform longer-term strategic decisions by considering factors such as momentum, travelability, franchisability, and reach. For example, since "The Staircase" has good momentum and strong peaks in certain markets, entertainment executives could consider investing in related projects in the same genre, seeking out similar shows for acquisition, along with acquiring the show's distribution rights in additional countries where it has proven to be in-demand.
In summary, analyzing the demand data of TV shows like "The Staircase" can help entertainment executives make better-informed decisions about content, acquisitions, distribution, and programming. Furthermore, key metrics like these automatically feed into valuation systems like Parrot Analytics' Content Value System, enabling the valuation of new titles, maintenance of the demand for existing content, and keeping a finger on the pulse of emerging trends in the industry.
The Staircase's travelability to Germany in the last 30 days is 23%, which means that the audience demand for The Staircase is 23% of the demand in its country of origin, United States. Click through to another market to discover how well The Staircase travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular HBO Max‘s The Staircase 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 Max 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 Staircase, for example, can be assessed for a market e.g. Germany, which can then be benchmarked against genre averages (e.g. Crime Drama), using our globally standardized Demand Expressions® metric.
This page has been adjusted on April 22, 2024, 2:02 p.m. PST using demand data from Parrot Analytics for The Staircase in Germany. We provide our partners with valuable entertainment industry analyses to help them drive better and more informed content acquisition strategies. Contact us today to find out more.
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