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.
Are you looking to make more informed content, acquisition, distribution or programming decisions for your entertainment business? Then, it's time to get familiar with the power of demand data. Demand data is essential to determine how your content is performing and how it sets itself apart from your competitors.
Let's take the example of the TV series "Chernobyl" in Italy during February 2024. Across a 30-day period, the show has 6.1 times the audience demand of the average show in Italy, with only 8.6% of all TV shows enjoying this level of demand.
This demand is not only strong but has increased lately compared to its demand of 5.2 times the average over the last 90 days. While the show dropped by 35 spots during February in terms of rank, it still ranks at the 99.3th percentile in the history genre, indicating that it has higher demand than 99.3% of all history titles in Italy.
The Parrot Pulse for "Chernobyl" provides detailed insights into global performance across six dimensions: audience demand and travelability, longevity, momentum, franchisability, and reach. For instance, the worldwide audience demand across all platforms is outstanding, while its travelability is excellent. Furthermore, the show’s reach, audience interest, and franchise potentials are extraordinary, meaning plenty of opportunities to monetize the content.
Additionally, examining the top 10 global markets where “Chernobyl” is highly in-demand over the last 30 days provides insights into international demand trends. The show has outperformed the demand of the average TV show (1x) in all the markets analyzed. The United Kingdom is the series' number one market globally, with 11.5 times more demand than the average. Russia comes second, showing outstanding demand, followed by Spain, the United States, Bulgaria, the Netherlands, China, Canada, and France.
"Chernobyl" is a perfect case study that highlights how it's possible to estimate the worth of any individual series or an entire library with the help of demand data. It's also possible to measure the performances of contents over one period against another and track how it's influenced by different factors. With this data in hand, content executives can make informed decisions about what content to spend money on, where to allocate funds, the type of content to invest in, and the best release strategies while ensuring that their content resonates with their audience.
Additionally, demand data enables OTT platforms to make informed decisions concerning the types of shows to acquire, when and in which countries, as well as marketing campaigns ahead of premiere. It informs content providers like studios and TV production companies about which shows to develop, what genre resonates with their existing audience or which ones to prioritize acquiring, thus increasing their competitive advantage.
Overall, demand data is critical to making informed strategic decisions that maximize ROI, drive audience acquisition, retention, and long-term value. It allows entertainment executives to tailor their content, acquisition and distribution strategies so that the content remains relevant, set it apart from competitors, and suit their audiences' interests, ultimately driving growth and profitability.
Chernobyl's travelability to Italy in the last 30 days is 47%, which means that the audience demand for Chernobyl is 47% of the demand in its country of origin, United Kingdom. Click through to another market to discover how well Chernobyl travels internationally.
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Acquire the best shows from partners such as HBO 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. Chernobyl), 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.
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Our TV audience measurement dataset is truly global. Discover how popular HBO‘s Chernobyl 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 HBO 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 Chernobyl, for example, can be assessed for a market e.g. Italy, which can then be benchmarked against genre averages (e.g. Historical Drama), using our globally standardized Demand Expressions® metric.
This page has been changed on March 29, 2024, 4:41 a.m. PST using global tv demand content analytics from Parrot Analytics for Chernobyl in Italy. We provide our partners with comprehensive television industry capabilities to help them drive better and more informed content sales strategies. Contact us today to find out more.