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 need to base your decisions on accurate data in order to stay ahead of the competition and succeed in the industry. This is where demand data comes in. Demand data is a measure of popularity that goes beyond mere viewer numbers, by accounting for the interest and engagement of a title across various platforms and markets.
For example, let's look at the show "Stay Here" in India for the month of March 2024. With 2.3 times the audience demand of the average show in India over the last 30 days, "Stay Here" has good demand in India, indicating that it is popular with local audiences. The demand for this show has been increasing recently, indicating that it is trending upwards. By examining the show's demand in different parts of the world as well, you can also get an idea of whether it has global appeal.
Demand data can help you in several ways, such as to assess content valuation. By understanding how much demand a title is actually getting and in which regions, you can derive the dollar-value contribution of a title to a platform. This can help you decide how much to spend on content acquisition, and what titles should be considered strategic assets for your streaming platform.
Additionally, demand data can inform decisions about supply and demand. Knowing which genres are resonating with your existing audience in a particular region, you can decide on what type of new content you should produce or acquire to keep them engaged. Conversely, if there is a market gap for a particular type of content, you could create a new opportunity by filling that gap.
Subscribers are key to growth, so demand data can also be used to help with both subscriber acquisition and retention. By understanding which titles attract new subscribers and keep current ones happy, you can curate your platform's library to optimize user experience.
Demand data can also inform programming decisions, such as the best release strategy for certain content and which titles to feature for pre-release marketing. Through demand data insights, executives can also better appreciate the effectiveness of their marketing campaigns.
Lastly, affinities and taste clusters generated from demand data can help executives to better understand their audience and tailor content to their preferences. If viewers of "Stay Here" are also fans of "Young Sheldon," "South Park," or "Rick and Morty," for example, then the creators can use that information to tailor their content to one or more of those fan bases to increase interest in the show.
In conclusion, demand data provides nuanced insights that are crucial for making informed decisions in programming, content valuation, acquisition and distribution. As you can see from "Stay Here," its success is based on several factors such as genre, momentum, global appeal, and viewer affinity. Demand data can unpack all these parameters to give a much clearer understanding of the show's true popularity. As an entertainment executive, you would be wise to take advantage of demand data to make smarter content decisions, optimize user experience and anticipate future market trends.
Stay Here's travelability to India in the last 30 days is 33%, which means that the audience demand for Stay Here is 33% of the demand in its country of origin, United States. Click through to another market to discover how well Stay Here travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Netflix‘s Stay Here 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 Stay Here, for example, can be assessed for a market e.g. India, which can then be benchmarked against genre averages (e.g. Property Reality), using our globally standardized Demand Expressions® metric.
This page has been regenerated on April 22, 2024, 2:01 p.m. PST using analytics from Parrot Analytics for Stay Here in India. We provide our partners with essential media industry insight to help them drive better and more informed content partnership strategies. Contact us today to find out more.