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 are constantly striving to make informed decisions around content, acquisition, distribution, and programming. Thanks to the advent of demand data and Parrot Analytics' proprietary content valuation system, you now have a powerful tool at your disposal to help you in this mission.
Take the example of "The Night Agent," a sophisticated, character-based action-thriller that centers on a low-level FBI agent caught up in a dangerous conspiracy that leads all the way to the Oval Office. By analyzing its demand data in Spain over the last 30 days, we can gain valuable insights into its current state of popularity and how that might impact our decisions around this show.
First, we note that demand for "The Night Agent" in Spain is good, with 2.2 times the audience demand of the average show over the last 30 days. Additionally, it sits in the 94.5th percentile in the drama genre and has recently seen an 8.0% increase in audience demand in Spain. However, it's essential to note that the show has dropped in rank by 98 spots during March in Spain, indicating a recent drop in popularity.
When we examine "The Night Agent's" travelability (how well it is likely to perform in other markets) and franchisability (spin-off potential), we see that it has an outstanding performance on previous travelability and good spin-off potential. Moreover, its global audience demand across all platforms is outstanding, which indicates that "The Night Agent" has the potential to perform well in other regions beyond Spain.
In terms of longevity, "The Night Agent" has been maintaining good audience demand over time, indicating that it could be a sustainable asset in a streaming platform's content library. Finally, when we look at its reach (the number of people expressing demand for the show) and its relationship with other TV shows that fans of "The Night Agent" also like, we see that the show could appeal to a wide audience, and strategically placing it alongside other popular shows may enhance the show's appeal to potential subscribers who are interested in similar programs.
Overall, leveraging demand data can provide more in-depth analysis to help decision-making more informed. Demand data helps with content valuation, by understanding the dollar value contribution of any title to any platform in any region, informing on acquisition and retention decisions, determining release strategy and assessing the show's ability to drive subscriptions and mitigate churn. It also aids in identifying new opportunity markets for content distribution and discovering under-monetized titles. Finally, using demand data allows us to optimize pre-release marketing campaigns ahead of premiere and perform comparative benchmarking of our titles against other available programs in the market.
The Night Agent's travelability to Spain in the last 30 days is 33%, which means that the audience demand for The Night Agent is 33% of the demand in its country of origin, United States. Click through to another market to discover how well The Night Agent travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Netflix‘s The Night Agent 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 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 The Night Agent, for example, can be assessed for a market e.g. Spain, which can then be benchmarked against genre averages (e.g. Action Thriller), using our globally standardized Demand Expressions® metric.
This page has been recreated on April 22, 2024, 2 p.m. PST using global demand datasets from Parrot Analytics for The Night Agent in Spain. We provide our partners with far-reaching media industry analyses to help them drive better and more informed content investment strategies. Contact us today to find out more.