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.
TV executives across the world are dealing with an ever-growing question of how to make smarter decisions in relation to content valuation, programming, distribution, and acquisition. A key step in this process is to analyze the comprehensive data sources available today, particularly audience demand data. Parrot Analytics, a leading global data analytics company, specializes in providing audience demand data, that enables executives to make more informed content decisions, increasingly related to the economic valuation of content.
We will discuss how analyzing the demand data for the American Horror Stories, a spinoff series of the popular American Horror Story, available for the month of February 2024 in Spain, can be used to make more informed content acquisition or programming decisions. It is worth noting that demand data for a particular TV series can be used to derive content valuations that can inform the process of determining how much to spend on a show and how to price it.
Demand for American Horror Stories over the last month in Spain has been good, and it has an audience demand of 2.2 times that of the average TV show in Spain. This level of audience demand puts the show in the top 8.6% of all TV shows in Spain. However, the show has seen a decrease in its demand over the last 90 days, indicating a decreasing popularity trend, with a reduced demand of 3.4 times than the average show over the last 90 days. This insight into how a show's demand trend can provide critical data insight to executives who can use the data to make programming decisions, determine when to invest in promotion, and when to consider ending a show.
Similarly, executives can use demand data to evaluate how their shows stack up against other shows in their specific genre by comparing their show's percentile ranking, as is the case for American Horror Stories in comparison to other dramas in Spain.
Understanding audience preferences is important in making smart content acquisition decisions. Executives can use audience demand data to discover which current shows their primary audience is watching and which other shows they like. In this particular case, fans of American Horror Stories also enjoy watching "Family Guy", "The Simpsons," and "Quantum Leap," among others. Analysts can use audience demand data in conjunction with this information to identify the types of shows that resonate the most with the audience.
The data available on the show's global appeal is also of immense value to studio executives. By analyzing the show's travelability, which measures a show's international demand relative to its home market, Parrot Analytics discovered that American Horror Stories had an international demand of 21% of that in its home market. This means that the show has yet to develop a large audience outside of the United States. Knowing this, executives can be mindful when purchasing or producing future content and consider shows that have broader global appeal.
Looking at the comparison between the show's 30-day rolling average demand versus its 1-year rolling average demand provides more insights. For American Horror Stories, there has been a 63.0% increase in peak demand over the last 30 days relative to the past 1 year. This indicates a rise in the show's popularity and provides incisive information to decision-makers on how American Horror Stories is performing and whether it is a show that should continue to be acquired.
Finally, critical information on the demand performance of American Horror Stories in comparison to the average show can be discerned by looking at its popularity in the other nine countries where the series is popular. As an example, this TV series outperformed the demand of the average TV show in Canada, Brazil, The United Kingdom, China, Italy, Russia, Bulgaria, and Mexico over the last 30 days. Executives can use this data to benchmark against similar titles.
In conclusion, the analysis of a spinoff series, American Horror Stories, provides invaluable insights into how demand data can inform TV executives on making smarter decisions regarding content valuation, programming, distribution, and acquisition. Through the use of Parrot Analytic's data library, executives can gather real-time insights into audience demand, identify trends, and make informed decisions on how to improve their catalog and ultimately drive more significant revenue.
American Horror Stories's travelability to Spain in the last 30 days is 20%, which means that the audience demand for American Horror Stories is 20% of the demand in its country of origin, United States. Click through to another market to discover how well American Horror Stories travels internationally.
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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 Spain, 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 Hulu 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 American Horror Stories, for example, can be assessed for a market e.g. Spain, which can then be benchmarked against genre averages (e.g. Thriller), using our globally standardized Demand Expressions® metric.
This page has been updated on April 22, 2024, 2:03 p.m. PST using tv demand metrics from Parrot Analytics for American Horror Stories in Spain. We provide our partners with far-reaching TV series expertise to help them drive better and more informed content acquisition strategies. Contact us today to find out more.