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 have to use data to make informed content decisions, acquisitions, distribution, and programming decisions. Demand data can provide you with insights into audience preferences, the content that resonates with them, and the platforms where they consume content. Using the example of "The Last Kingdom" in Italy during February 2024, let's explore how demand data can help you make better content decisions.
Firstly, content valuation is an essential aspect of any content decision, and demand data provides valuable insights to evaluate content's worth. You can determine how much a specific title is worth, its value to a platform, and the baseline value of a title. By using Parrot Analytics' content valuation system, you can calculate the return on investment (ROI) of a specific title, which helps you make more informed content acquisition decisions.
Furthermore, demand data enables you to determine the popularity of the show in different regions, which informs the platform and network fit. For example, Italy has a 3.6 times audience demand for "The Last Kingdom" compared to the average show in the region. This information helps a TV executive to determine the target audience and the content that resonates with them. The data can help you select the right platforms or markets to distribute or acquire content.
Demand data helps with subscriber acquisition and retention as it provides crucial insights into which titles grow and retain an audience. In the case of "The Last Kingdom," the audience demand for the show increased by 57.4% in February 2024, illustrating how demand data can help you make more informed programming decisions and attract new subscribers for your SVOD service.
Demand data also provides insights into the performance of a show on a 1-year rolling basis compared to the last 30 days. This information can inform executive decisions, such as whether to renew a show or discontinue it. In the case of "The Last Kingdom," the show's popularity has decreased, with demand for the show at 3.6 times the title average in the last 30 days, compared to 4.2 times the average title demand on a rolling year basis.
Lastly, demand data enables you to compare the performance of a show in different markets. "The Last Kingdom" outperformed the average TV show demand in each of its top ten markets, with the United Kingdom being its number one market globally.
In conclusion, demand data provides valuable insights for entertainment executives to make informed content decisions, acquisitions, distribution, and programming decisions. By leveraging demand data, executives can make decisions that help them grow their audience and revenue while providing content that resonates with consumers.
The Last Kingdom's travelability to Italy in the last 30 days is 29%, which means that the audience demand for The Last Kingdom is 29% of the demand in its country of origin, United Kingdom. Click through to another market to discover how well The Last Kingdom travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Netflix‘s The Last Kingdom 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 Last Kingdom, 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 amended on March 28, 2024, 1:59 p.m. PST using global tv demand data from Parrot Analytics for The Last Kingdom in Italy. We provide our partners with far-reaching subscription-video-on-demand capabilities to help them drive better and more informed content investment strategies. Contact us today to find out more.