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 a TV executive, you are always on the lookout for the latest trends and the next big thing. Using demand data can give you a powerful tool to make more informed content, acquisition, distribution, or programming decisions. Let us use "American Horror Story" as an example to see how demand data can be used to answer some of the questions you might have.
Content Valuation:
One of the most critical questions in your mind as a TV executive is likely to be how much a show is worth. You can use demand data to determine this. For instance, "American Horror Story" has 4.7 times the audience demand of the average show in India over the last 30 days, indicating that the demand for this show is high. By comparing the show's demand to its performance over the last 90 days, you can see how the show's valuation has changed recently.
Programming Decisions:
Another common question that you as a TV executive might have is which titles to prioritize on your platform. You can use demand data to make more informed programming decisions that reflect your audience's tastes and preferences. For instance, through the "Parrot Pulse" for "American Horror Story," you can measure demand across six dimensions, including its worldwide audience demand, travelability, longevity, momentum, franchisability, and reach. You can also examine the top global markets where the show is most in-demand over the last 30 days to see the popularity of the show in various regions.
Acquisition Decisions:
You can also leverage demand data to make more informed decisions when acquiring content. For instance, "American Horror Story" achieved outstanding audience demand of 17.6x in the United States, which is the show's most significant audience. The show also shows high demand in other leading global markets, such as the UK, Russia, Canada, France, Germany, and China, which could help you in strategic content acquisition planning.
Distribution Decisions:
Next, you can use demand data to help you make more informed distribution decisions. You can use it to assess how well a series is performing in different countries and regions. In the case of “American Horror Story,” it has an exceptional travelability score, indicating its potential to do well internationally. The demand in India, for example, is 15% of the demand in the United States, the show's country of origin, which shows its appeal to audiences in this region.
Subscriber Retention and Acquisition:
You can also leverage demand data to help with decisions concerning subscriber retention and acquisition. For instance, you can assess the show’s ability to drive subscriptions and mitigate churn, determine which titles to buy if you want to keep your current audience happy, and which titles to acquire to grow your audience. Audience demand for a show increased by 58.9% in India during March 2024 for “American Horror Story,” indicating the show's potential to acquire new subscribers.
By examining the above questions, you can see how demand data can provide a valuable tool for TV executives. It can help you make more informed decisions about content valuation, programming, acquisition, distribution, and subscriber retention and acquisition. With Parrot Analytics' content valuation system, you can determine how much a series is worth, estimate its ROI, calculate its marginal revenue contribution to a particular platform, assess the cannibalization of audiences, and more. Demand data can help you stay ahead of the competition, create hit shows, and make better business decisions.
American Horror Story's travelability to India in the last 30 days is 20%, which means that the audience demand for American Horror Story is 20% of the demand in its country of origin, United States. Click through to another market to discover how well American Horror Story travels internationally.
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Capture more value from content opportunities in India as well as globally. Contact us now to leverage audience profiling, market-based insights, talent scoring and genre clustering to de-risk production investments. Discover new business opportunities in the Horror genre and assess the strengths and weakness of the competition’s content e.g. FX, leading to increased commercial efficiency and ROI.
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Acquire the best shows from partners such as FX to fortify your competitive position in India. Contact us now to access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles (e.g. American Horror Story), including those that have not even been released. Leverage a return-focused selection criteria for title acquisition by incorporating country-specific trend and market demand factors.
Command your Horror genre niche with maximum net subscriber adds. Contact us now to harnesses audience demand data to gain insights for growing and keeping a subscriber base. Leverage a return-focused selection criteria for title acquisition from partners such as FX by incorporating country-specific trend and market demand factors for all markets including India. Appeal to the individuality of your audience base, taking into consideration the unique and limitless characteristics of taste clusters.
Deploy high impact entertainment marketing strategies across all genres including Horror. Contact us now to deploy demand-driven marketing, the only empirical earned media measure of your marketing spend. Access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles such as American Horror Story, including those that have not even been released. Appeal to your target markets, including India, based on audience interests, enabling the personalization of campaigns to capitalize on pre-release demand.
Our TV audience measurement dataset is truly global. Discover how popular FX‘s American Horror Story 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 India, 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 FX 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 Story, for example, can be assessed for a market e.g. India, which can then be benchmarked against genre averages (e.g. Suspense Horror), using our globally standardized Demand Expressions® metric.
This page has been revised on April 22, 2024, 2 p.m. PST using television demand content from Parrot Analytics for American Horror Story in India. We provide our partners with meaningful SVOD capabilities to help them drive better and more informed content marketing strategies. Contact us today to find out more.