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 responsible for making decisions about content valuation, acquisition, distribution, and programming. Parrot Analytics' demand data system can help inform these decisions, and using the example of the hit show "Russian Doll" in France, we can explore how that works.
Firstly, demand data can be used for content valuation. By using demand data to understand how a specific title performs compared to the market average in a particular region, we can determine the dollar value contribution of that title to any platform in that region. "Russian Doll" has a demand that is 2.1 times the average show in France, and only 8.6% of all TV shows have this level of demand, indicating that it is a valuable asset. Furthermore, we can evaluate the increasing demand trend in the last 30 days, which shows that the title's value may be growing.
In acquisition or distribution decision-making, executives can examine demand data to identify opportunities to acquire or produce content that meet the expectations of the audience. Understanding global demand enables companies to identify markets and spots where a particular title can be successful, such as Russia, where "Russian Doll" has good audience demand. Furthermore, Parrot Analytics demand data allows executives to identify content that resonates most with the audience, such as genres, and adjust acquisition or production decisions accordingly.
In programming decisions, executives can use demand data to determine which shows can help acquire or retain subscribers. By mapping local whitespaces, identifying the popularity of genres, and understanding the demand of a specific title in a market, executives can make informed decisions about which titles would appeal to a particular audience in a specific region. "Russian Doll" maintains good audience demand, higher than 93.4% of all drama titles in France. This information can be used to make programming decisions about where and when to broadcast the show.
Finally, using momentum and longevity data, executives can monitor the performance of a title over time. This can help understand how effective a marketing campaign is, how well the title has retained audience's interest, and which content requires less marketing spend. For "Russian Doll," we can see that its momentum is okay, and its longevity is good. This data helps executives to make decisions about renewing titles, understanding the potential of spinoff opportunities, and improving the effectiveness of the marketing campaign.
In sum, demand data is crucial for making informed content valuation, acquisition, distribution, and programming decisions. With Parrot Analytics' demand data system, executives can understand audience demand, global popularity, and audience preferences, which enables them to make accurate predictions about the potential success of a particular title in a particular market. By using the example of "Russian Doll," we can see that it features high-demand global potential, solid travelability, respectable momentum, and even franchisability on top of good reach on an international undertone.
Russian Doll's travelability to France in the last 30 days is 20%, which means that the audience demand for Russian Doll is 20% of the demand in its country of origin, United States. Click through to another market to discover how well Russian Doll travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Netflix‘s Russian Doll 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 Russian Doll, for example, can be assessed for a market e.g. France, which can then be benchmarked against genre averages (e.g. Comedy Drama), using our globally standardized Demand Expressions® metric.
This page has been adjusted on April 22, 2024, 2:03 p.m. PST using demand datasets from Parrot Analytics for Russian Doll in France. We provide our partners with far-reaching TV series workflows to help them drive better and more informed content partnership strategies. Contact us today to find out more.