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 looking to make more informed content decisions, demand data is crucial. "The Crown" provides a good example of how demand data can be used to help executives make more informed decisions. For example, examining its rank in Italy and comparing that to its demand helps executives to understand how popular the show is relative to other TV titles available in Italy. Although "The Crown" dropped in its rank by 69 spots during March in Italy, it still has outstanding audience demand, with 9.8 times the audience demand of the average show in Italy over the last 30 days.
Using demand data for content valuation, executives can assess the worth of shows relative to competitors. In this instance, with only 2.7% of all TV shows achieving the level of demand that "The Crown" has in Italy over the last 30 days, the executives can see how much of an outlier the show is using objective third-party data. They can then consider how much more or less to spend on this type of content for their platform, especially when they understand how much ROI this particular show can bring to their platform.
Another way executives can use demand data is for acquisition decisions. They can assess the value of their own content premiums and the value of other platforms' content. In this instance, if a platform in Italy wants to license content from this show, they can know its value by factoring in its high demand. Industry executives can also use the show's demand data to understand which titles would drive more subscriptions, for instance, to mitigate churn or increase subscriber acquisition.
Additionally, executives can use demand data for programming decisions. "The Crown"s' performance across different regions shows how popular the show is in each region, which can be useful for programming decisions on those regions. For example, since "The Crown" has increased popularity in the last 30 days in Italy by 50.0%, executives can use this information to determine when the best time to release new episodes of the show to the Italian audience should be. Furthermore, they can also use this data to map popular genres in a market to inform programming strategy for acquisition or development of content.
Finally, the executives can use other dimensions such as franchisability, momentum, reach, longevity, and travelability to determine spin-offs or franchises' potential, optimize marketing campaigns by examining the show's momentum, evaluate the show's ability to retain customers through its longevity, assess the show's ability to have international appeal, and understand the scope of demand for the title 'The Crown'
To summarize, demand data, as seen in the analysis of "The Crown," helps entertainment executives make informed decisions about their content. They can use the data to understand the value of content, both their own and their competitors', for acquisition and content development decisions. They can make programming decisions based on regions' demand data, and map out popular genres in a region, and finally, can use other dimensions to assess spin-off potential, optimize marketing campaigns, retain and acquire customers, and understand its global potential.
The Crown's travelability to Italy in the last 30 days is 49%, which means that the audience demand for The Crown is 49% of the demand in its country of origin, United Kingdom. Click through to another market to discover how well The Crown travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Netflix‘s The Crown 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 The Crown, 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 regenerated on April 22, 2024, 2:04 p.m. PST using global demand analytics from Parrot Analytics for The Crown in Italy. We provide our partners with far-reaching TV competencies to help them drive better and more informed content partnership strategies. Contact us today to find out more.