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 make informed decisions to increase the chances of success for your content. One way to achieve this is by leveraging demand data that can help in content valuation, programming decisions, acquisition decisions, and distribution decisions. In this article, we will use the example of “American Horror Story” during March 2024 in Italy to illustrate the usefulness of demand data in decision-making.
Demand data can offer insights on how well a show is performing in Italy and other global markets. For instance, “American Horror Story” had a demand of 11.5 times the average show in Italy during March 2024. This data shows that the show has outstanding demand in Italy. Furthermore, the show’s demand can be compared to other dramas to determine the popularity of the show in this genre. In Italy, “American Horror Story” was in the 99.7th percentile, meaning it had higher demand than 99.7% of all drama titles.
Demand data can help you understand the preferences of your audience. By looking at the shows that fans of “American Horror Story'' are also interested in, you can make informed decisions about other content that you acquire or produce. In March 2024, the top shows that fans of this show were interested in were “The Simpsons”, “Family Guy”, “RuPaul’s Drag Race”, and “What We Do in the Shadows.”
Demand data can offer insights into how well a show is holding up over time. For instance, “American Horror Story” had exceptional longevity in March 2024. This means that people were still interested in the show despite it having aired for a prolonged time. Additionally, momentum can help you understand the pace at which demand for the show is growing. In March 2024, the momentum of “American Horror Story” was also exceptional, indicating that demand for the show was still growing despite being on the air for many years.
Demand data can help you make decisions about the distribution of content. For instance, travelability measures a show’s international demand relative to its home market. By examining the show’s travelability for Italian audiences, which quantifies its demand in Italy relative to the United States, we can see that “American Horror Story” had extraordinary travelability. By understanding how a show is performing in other regions, you can easily decide on the markets to target for distribution.
In addition, demand data can help you acquire new content that can attract or retain your subscribers. You can assess the value of content on different platforms by leveraging demand data. For example, using Parrot Analytics' content valuation system based on demand data, you can estimate the dollar value of any title and quantify the platform-specific marginal revenue contribution to make informed acquisition decisions.
Finally, demand data can be useful in programming decisions. By examining the top 10 global markets where “American Horror Story” is most in-demand, you can understand how potential audiences in different markets will respond to the show.
In conclusion, by leveraging demand data, entertainment executives can make informed decisions about their content. “American Horror Story” is an excellent example of what demand data can provide in the areas of content valuation, programming decisions, and distribution decisions.
American Horror Story's travelability to Italy in the last 30 days is 35%, which means that the audience demand for American Horror Story is 35% 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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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 April 22, 2024, 2 p.m. PST using demand data from Parrot Analytics for American Horror Story in Italy. We provide our partners with far-reaching television capabilities to help them drive better and more informed content distribution strategies. Contact us today to find out more.