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 might be looking for ways to make more informed content, acquisition, distribution, and programming decisions. By leveraging demand data, you can obtain insights that can help you make better decisions and allocate resources effectively. In this article, we will use our analysis of "American Horror Story" in Italy in February 2024 to answer some of the questions that executives might have.
- Content valuation uses demand data to answer these questions: How much is my series worth? The demand data shows that "American Horror Story" has outstanding demand in Italy, which can indicate that the series has a high valuation. By using Parrot Analytics' content valuation system based on demand data, an executive can get an economic valuation system that reveals the dollar value contribution of any title to any platform in any region.
- Demand enables valuing IP globally: What content is most popular in my market or on a global scale? By analyzing the top 10 global markets where "American Horror Story" is most in-demand over the last 30 days, you can understand the popularity of the show on a global scale. "American Horror Story" showed outstanding demand in each of the markets, and it's most popular in the United States, where the demand is 17.0 times the title average. Knowing this information, an executive could make data-driven decisions about global content investments.
- Content valuation: How can an executive determine how much to spend on content? We show that "American Horror Story" has exceptional audience demand across all platforms, exceptional travelability, and exceptional longevity. By examining the dimension of travelability, an executive might conclude that investing in or acquiring content that travels well would be a smarter play.
- Demand data powers Parrot Analytics' content valuation system: If an executive needs to find out how a title drives engagement across the rest of the catalog, Parrot Analytics' content valuation system can quantify the platform-specific marginal revenue contribution.
- Demand leverages Parrot Analytics' content valuation system: Using demand data, an executive can calculate the ROI a particular title brings to any given platform or assess a TV series' ability to drive subscriptions and mitigate churn. The demand data for "American Horror Story" has increased by 13.1% in Italy, which could indicate that the show is performing well in driving acquisition or reducing churn.
- Demand informs scalable concept testing: Which elements of existing content do fans like the most, and how can an upcoming production be optimized for success? From our analysis of "American Horror Story," we can see what other shows fans of the series like. These shows include "The Simpsons," "American Horror Stories," and "What We Do In The Shadows." By using affinity analysis, an executive can identify the best talent or brand to partner with to expand their audience and identify TV shows that will help in subscriber acquisition or retention.
- Demand helps with decisions concerning supply and demand: What type(s) of content exhibit opportunities to acquire or produce? By understanding the demand for "American Horror Story," an executive could decide to invest in more horror content.
In conclusion, demand data can provide valuable insights to executives making decisions in the entertainment industry. Using Parrot Analytics' content valuation system, executives can calculate a title's worth for any given platform in any region. By leveraging demand data, content executives can make more informed decisions about how to spend their budgets, which territories to target, and which genres to invest in. "American Horror Story" is an example of how demand data can provide executives with insights that they can use to make more informed decisions about content valuation, acquisition, distribution, programming, and more.
American Horror Story's travelability to Italy in the last 30 days is 46%, which means that the audience demand for American Horror Story is 46% 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 Italy 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.
Support casting decisions with empirical market data for Italy. Contact us now to reveal hidden talent insights, through a combination of affinity and trait analysis, encompassing both global and market-based factors to determine who is truly worth an investment. Discover new business opportunities and assess the strengths and weakness of the competition’s offerings including specific titles such as American Horror Story.
Produce with confidence whilst mitigating downside risks. Contact us now to decrease production risks by combining content genome insights with demand data to increase the likelihood of a successful series: Gain deep insights into character, talent, setting, plot, theme and genre preferences, including Horror. Using audience demand data, explore markets such as Italy to discover lucrative new sales opportunities whilst evaluating the expected ROI for new series acquisitions such as American Horror Story from partners like FX.
Studios in Italy are now empowered to fuse art with science for the next global hit. Contact us to gain deep insights into target audiences’ character, talent, setting, plot, theme and genre preferences (e.g. Horror) - for both local and global content. Find the best performing concepts with demand-driven concept testing and development. Apply talent demand to gain a holistic view of future content performance, pre-development.
Are you seeking distribution for American Horror Story? Lead global content negotiations with authority. Contact us now to discover if you should prioritize markets such as Italy, based on country-specific audience demand - including territories where commercial rights have not yet been granted. Apply a demand-based framework to negotiations with potential distribution partners such as FX to maximize the deal value. Assess the strengths and weakness of the competition’s content, leading to increased commercial efficiency and ROI.
Maximize advertising revenues from new audiences in Italy. Contact us now to leverage a return-focused selection criteria for title acquisition from FX by incorporating country-specific trend and market demand factors. Appeal to audience interests using demand-driven advertising and personalize campaigns to capitalize on pre-release demand for specific titles such as American Horror Story. Access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles that have not even been released.
Acquire the best shows from partners such as FX to fortify your competitive position in Italy. 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 Italy. 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 Italy, 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 Italy, 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. Italy, which can then be benchmarked against genre averages (e.g. Suspense Horror), using our globally standardized Demand Expressions® metric.
This page has been amended on March 18, 2024, 12:42 p.m. PST using analytics from Parrot Analytics for American Horror Story in Italy. We provide our partners with meaningful TV series competencies to help them drive better and more informed content partnership strategies. Contact us today to find out more.