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 OTT platform executive, you need to make informed decisions regarding content acquisition, programming, and distribution to drive subscriber acquisition and retention. One way to do this is by using demand data through a content valuation system. Let's use the example of "Disenchantment" in the Netherlands during October 2023 to explain how demand data can be used to make such decisions.
Using Parrot Analytics' demand data, we can see that "Disenchantment" has outstanding demand, with 8.9 times the audience demand of the average show in the Netherlands over the last 30 days. Demand for the show has been increasing recently, which suggests that it could be a strong acquisition or programming choice. In addition, it has a peak rank of #135 in the Netherlands and ranks at the 99.1th percentile in the comedy genre, indicating a high level of popularity and relevance to the Dutch audience.
We can also see that "Disenchantment" has a strong international appeal, as demonstrated by its good travelability. Its overall performance across six dimensions, as measured by the Parrot Pulse, is outstanding, with high longevity, momentum, and reach. This suggests that the show could be a valuable asset for an OTT platform looking to acquire or produce content with a broad appeal and consistent demand.
Furthermore, it is useful to compare the performance of "Disenchantment" over different timeframes, such as the last 30 days and the past year. The demand for the show has increased over the last 30 days, which could indicate that it is gaining momentum and relevance to the Dutch audience. It is also important to note that the show outperforms the average TV show in multiple global markets, including the US, Russia, the UK, Ukraine, Canada, Sweden, Germany, and Australia.
Demand data can also help answer specific questions that OTT platform executives may have, such as "what genres are resonating most with my current audience, what genres should we focus on to attract new subscribers to our SVOD service?". In the case of "Disenchantment", we can see that it is a popular comedy title, which could suggest that there is demand for similar content and that acquiring or producing more comedy titles could be a smart strategy.
In conclusion, demand data can provide valuable insights into which titles are worth acquiring, programming, or distributing based on their popularity, relevance, and potential for audience growth. A content valuation system powered by global content demand and supply can help you determine how much to spend on content and estimate the ROI a specific title will bring for any given platform. The case of "Disenchantment" in the Netherlands during October 2023 illustrates the potential of demand data to inform strategic decisions and maximize the value of content for OTT platforms.
Disenchantment's travelability to Netherlands in the last 30 days is 62%, which means that the audience demand for Disenchantment is 62% of the demand in its country of origin, United States. Click through to another market to discover how well Disenchantment travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Netflix‘s Disenchantment 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 Netherlands, 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 Disenchantment, for example, can be assessed for a market e.g. Netherlands, which can then be benchmarked against genre averages (e.g. Animated Comedy), using our globally standardized Demand Expressions® metric.
This page has been modified on April 18, 2024, 2:02 p.m. PST using global tv demand datasets from Parrot Analytics for Disenchantment in Netherlands. We provide our partners with deep TV industry workflows to help them drive better and more informed content licensing strategies. Contact us today to find out more.