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.
For entertainment executives, leveraging demand data is vital to make strategic decisions related to content, acquisition, distribution, or programming. Taking the example of "Beckham" in India during December 2023, we can showcase how demand data can provide insights to such executives.
One of the primary ways to make data-driven decisions is by valuing content. In this regard, demand data can help quantify the platform-specific contribution of a title and the value it brings to the platform. Additionally, the content valuation system powered by global content demand and supply can help calculate the ROI of a particular title and assess a TV series' ability to drive subscriptions and mitigate churn.
Demand data can also help assess the popularity of a show globally, which can help make more informed acquisition and distribution decisions. For instance, "Beckham" has an outstanding worldwide audience demand on all platforms, and its demand in India was 54% of that in the United States. Thus, the content distributor or acquisition team could potentially acquire or distribute "Beckham" in markets where it is highly in demand.
Demand data can also help in programming decisions by comparing the performance of a show on a 1-year rolling basis vs. the past 30 days. In the case of "Beckham" in India, the average demand was 2.7 times the title average on a rolling year basis, compared to 2.1 times in the past 30 days. This indicates that the show has decreased popularity in recent months, and the programming team could take steps to address it.
Furthermore, demand data can help identify new opportunity markets for content distribution and uncover under-monetized titles. In the case of "Beckham," we can see that it outperforms the demand of the average TV show in the United Kingdom, Australia, Slovenia, Russia, China, the United States, Canada, Portugal, and the Netherlands. This can help the entertainment executive identify new markets for the show's distribution, which could lead to increased monetization.
Lastly, demand data can provide insights into audience preferences, optimize marketing strategies, and help retain and acquire subscribers. For instance, we can see that fans of "Beckham" also like "The Crown," "Bob's Burgers," "For All Mankind," and "The Witcher." Thus, the marketing team could leverage this information to optimize their marketing campaign and attract or retain subscribers interested in similar genres or shows.
In conclusion, leveraging demand data can provide entertainment executives with valuable insights to make more informed content, acquisition, distribution, and programming decisions. By analyzing metrics such as audience demand, travelability, longevity, momentum, franchisability, and reach, they can get a holistic view of a TV show's performance, identify opportunities and potential risks, and take proactive measures to drive growth and monetization.
Beckham's travelability to India in the last 30 days is 121%, which means that the audience demand for Beckham is 121% of the demand in its country of origin, United States. Click through to another market to discover how well Beckham travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Netflix‘s Beckham 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 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 Beckham, for example, can be assessed for a market e.g. India, which can then be benchmarked against genre averages (e.g. Biographical Documentary), using our globally standardized Demand Expressions® metric.
This page has been enhanced on April 22, 2024, 2:01 p.m. PST using demand analytics from Parrot Analytics for Beckham in India. We provide our partners with deep television analyses to help them drive better and more informed content partnership strategies. Contact us today to find out more.