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 need to make informed content decisions when acquiring, distributing, or programming content. To help with these decisions, demand data is essential. Parrot Analytics' content valuation system, which is based on global content demand and supply, reveals the dollar value contribution of any title to any platform in any region. For example, "The Handmaid's Tale" in Spain during March 2024 had 11.6 times the audience demand of the average show, and its demand was increasing over the last 30 days, indicating a popular and growing show.
By examining the show's rank, genre percentile, and fan affinity, entertainment executives can understand the types of content that are successful in different markets and identify what types of shows could gain a big following in the countries they're targeting. Additionally, demand data informs production and acquisition decisions by showing which genres are highly demanded, potential franchise opportunities, and how titles can perform outside their country of origin, thereby informing the show's travelability.
In "The Handmaid's Tale" example, we can see it is exceptional across six dimensions. The first is its worldwide audience demand, while the second is its travelability - quantifying a show's international demand relative to its home market. The third is longevity, which measures how well audience demand is maintained over time. The fourth is momentum, the pace of growth. Lastly, its franchisability potential and reach also offer unique insights.
Examining demand data on a rolling basis enables entertainment executives to make informed decisions about a show's growing popularity and adjust their strategy accordingly. Demand data enables content creators to understand their audience and to optimize their marketing campaign to acquire or retain subscribers. It also allows them to offer personalized recommendations to their user base.
An additional advantage of demand data is that it covers multiple markets, highlighting where a title is receiving high levels of audience demand. In the case of "The Handmaid's Tale" in the top ten global markets, we found that the show outperforms the demand of the average TV show (1x) in each market. This indicates that the show has a broad appeal in multiple markets and is a top performer in each.
In conclusion, demand data is an essential tool that entertainment executives can use to make informed content acquisition, distribution, and programming decisions. Parrot Analytics' content valuation system, which is powered by this data, provides a global view of audience demand that enables decision-making on content investments and helps organizations understand where there are opportunities and where to focus their efforts.
The Handmaid's Tale's travelability to Spain in the last 30 days is 48%, which means that the audience demand for The Handmaid's Tale is 48% of the demand in its country of origin, United States. Click through to another market to discover how well The Handmaid's Tale travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Hulu‘s The Handmaid's Tale 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 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 The Handmaid's Tale, for example, can be assessed for a market e.g. Spain, which can then be benchmarked against genre averages (e.g. Sci-fi Drama), using our globally standardized Demand Expressions® metric.
This page has been changed on April 22, 2024, 2:04 p.m. PST using demand content analytics from Parrot Analytics for The Handmaid's Tale in Spain. We provide our partners with valuable TV know-how to help them drive better and more informed content sales strategies. Contact us today to find out more.