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 to drive content decisions is essential in ensuring the success of their business. Using the example of the American teen drama web television series "Outer Banks" in February 2024 in Italy, let's examine how demand data can inform content valuation and help executives make informed acquisition, distribution, and programming decisions.
The demand data for "Outer Banks" during this period in Italy shows that the show had 2.1 times the audience demand of the average show, indicating a good level of demand. With "Outer Banks" achieving a peak rank of #639 in Italy and only dropping 100 spots in the rank during February, executives can use this information to determine the relative popularity of the show in Italy. Moreover, the show ranks in the 96.3th percentile in the drama genre, meaning that it has higher demand than 96.3% of all drama titles in Italy, and only 8.6% of all TV shows have a similar level of demand.
Executives can also draw insights from the show's audience demand in comparison to other titles in the same genre. For instance, other shows that fans of "Outer Banks" also like are "Survivor", "House Of The Dragon", "The Winter King", "Gold Rush", "The Big Bang Theory", "Only Murders In The Building", "Bering Sea Gold", "Gold Rush: Parker's Trail", and "Grey's Anatomy". By understanding the show's demand data, executives can use this information to guide licensing and acquisition decisions and identify gaps in their content offering that the show could fill.
The demand data can help executives assess the performance of "Outer Banks" both within Italy and in other markets where the show has an international audience. By examining the show's travelability, executives can assess the international demand relative to its home market. For "Outer Banks", the show's demand in Italy was 21% of the demand in its country of origin, the United States, indicating good travelability. Also, the demand for the show has been increasing recently, and its franchisability (spin-off potential) and reach (the number of people expressing demand for a show) are both good, according to the Parrot Pulse.
Demand data can also help executives assess the long-term success of a show. For "Outer Banks", the show has a good level of longevity as its audience demand has been maintained over time. Executives can use this information to determine the potential ROI of acquiring the rights to stream a series and assess the potential for revenue growth over time.
Finally, demand data can inform a show's marketing and advertising strategy. By noting that the audience demand for "Outer Banks" decreased by 5.8% in Italy during February, executives can adjust their marketing campaigns to address the decrease in demand. Moreover, they can analyze the show's momentum or the pace of growth, which is poor in "Outer Banks"'s case, and devise strategies to boost the show's growth rate.
In conclusion, using demand data to drive content decisions is essential for entertainment executives. By examining "Outer Banks" demand data in February 2024 in Italy as an example, executives can use the data to guide content valuation, acquisition, distribution, and programming decisions. Additionally, they can assess the show's long-term success and marketing campaigns by using the demand data to make informed decisions.
Outer Banks's travelability to Italy in the last 30 days is 20%, which means that the audience demand for Outer Banks is 20% of the demand in its country of origin, United States. Click through to another market to discover how well Outer Banks travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Netflix‘s Outer Banks 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 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 Outer Banks, for example, can be assessed for a market e.g. Italy, which can then be benchmarked against genre averages (e.g. Teen Drama), using our globally standardized Demand Expressions® metric.
This page has been refreshed on April 22, 2024, 2:02 p.m. PST using global demand datasets from Parrot Analytics for Outer Banks in Italy. We provide our partners with comprehensive entertainment industry insight to help them drive better and more informed content distribution strategies. Contact us today to find out more.