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, understanding audience demand is key to making more informed content, acquisition, distribution, or programming decisions. Let's examine how demand data for "Black Mirror" in France for the month of January 2024 can help executives make better decisions.
Firstly, by using demand data, content valuation can be established, i.e., knowing how much a series is worth and its contribution to a platform's dollar value. Parrot Analytics' content valuation system uses demand data to reveal the dollar value contribution of any title in any region, allowing you to quantify the platform-specific marginal revenue contribution. In the case of "Black Mirror," it is above average, with demand being 15.0 times the audience demand of the average show in France. This illuminates the fact that "Black Mirror" resonates with French audiences and is more valuable to a platform than the average show.
Secondly, understanding the global audience demand and preferences can provide relevant insights. Using demand data, you can quantify the international demand for a title relative to its home market, which is called travelability. For example, while "Black Mirror" exhibits exceptional demand in France, it also performs exceptionally well globally, with its travelability being exceptional. This means "Black Mirror" has significant potential to expand beyond its country of origin and resonate with audiences worldwide.
Thirdly, demand data can help assess the popularity of a show and provide actionable insights. By comparing "Black Mirror" on a one-year rolling basis against the last 30 days' performance, we can see that the show's popularity has increased over time, with its peak demand increasing by 49.6% in the last 30 days in France. This indicates that more French audiences are tuning into "Black Mirror," suggesting that by acquiring this content, a platform could acquire new subscribers. By comparing the top 10 global markets where "Black Mirror" is most in demand, content distributors can gain insights into which markets show the most potential to generate revenue, drive subscriptions, and launch localized marketing campaigns in response.
Lastly, content creators can use demand data to help with programming decisions such as release strategy and pricing. In the case of "Black Mirror," it saw a spike in demand in late January 2024, highlighting the importance of understanding when demand for particular content is likely to peak – such insights could aid with release schedules and marketing spend.
In summary, demand data provides executives with valuable insights into audience behavior, preferences, offline and online market trends, and content performance. As a global entertainment expert, Parrot Analytics is well-placed to offer executives in the entertainment industry data-driven insights and solutions informed by audience demand.
Black Mirror's travelability to France in the last 30 days is 80%, which means that the audience demand for Black Mirror is 80% of the demand in its country of origin, United Kingdom. Click through to another market to discover how well Black Mirror travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Netflix‘s Black Mirror 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 France, 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 Black Mirror, for example, can be assessed for a market e.g. France, which can then be benchmarked against genre averages (e.g. Sci-Fi Drama), using our globally standardized Demand Expressions® metric.
This page has been enhanced on Feb. 28, 2024, 1 p.m. PST using global television demand data from Parrot Analytics for Black Mirror in France. We provide our partners with meaningful television industry expertise to help them drive better and more informed content sales strategies. Contact us today to find out more.