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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, understanding audience demand is crucial when making decisions related to content acquisition, distribution, and programming. Parrot Analytics’ demand data can provide insights into audience preferences and trends. Using the example of “Heartstopper” in New Zealand during August 2023, let us explore how demand data can help executives make informed content decisions.
Firstly, demand data can be used to determine the value of a title and estimate its ROI. By revealing the dollar value contribution of any title to any platform in any region, content valuation based on demand data provides a clear picture of the monetary worth of a title like “Heartstopper”. In this case, the show has an outstanding 8.9 times the audience demand of the average show in New Zealand, indicating its high value and potential profitability.
Demand data can also provide insights into global audience preferences for specific genres and sub-genres. With “Heartstopper” ranking in the 99.9th percentile in the romance genre in New Zealand, executives can consider the popularity of romance titles and the show’s potential for success in other regions. Additionally, the Parrot Pulse offers a global measure of a show’s performance across six dimensions, including its reach and travelability, which can be useful in determining where to distribute a title.
For content acquisition, demand data can help executives identify which titles to buy and which ones to pass on, especially when there are budget constraints. A comparison of “Heartstopper” to other popular titles in New Zealand such as "Foundation," "The Lincoln Lawyer," and "The Afterparty" can provide insights into the level of audience demand for each title and help executives make informed decisions when acquiring new content.
Furthermore, demand data can help executives make programming decisions by revealing audience preferences for specific types of content, as well as highlighting emerging trends. For example, understanding that the demand for “Heartstopper” has increased by 46.2% in New Zealand during August 2023 can help executives decide whether to renew the show for another season or to produce more content in a similar vein.
In conclusion, using demand data can help entertainment executives make informed decisions about content acquisition, distribution, and programming. The insights provided by Parrot Analytics’ demand data can help them understand audience preferences and trends, determine the value of a title, estimate its ROI, and identify which titles to buy and which ones to pass on. Additionally, the data can help executives make programming decisions by revealing audience preferences for specific types of content and highlighting emerging trends. Overall, demand data is an invaluable resource for entertainment executives looking to make data-driven decisions.
Heartstopper's travelability to New Zealand in the last 30 days is 38%, which means that the audience demand for Heartstopper is 38% of the demand in its country of origin, United Kingdom. Click through to another market to discover how well Heartstopper travels internationally.
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Acquire the best shows from partners such as Netflix to fortify your competitive position in New Zealand. Contact us now to access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles (e.g. Heartstopper), 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.
Command your Drama genre niche with maximum net subscriber adds. Contact us now to harnesses audience demand data to gain insights for growing and keeping a subscriber base. Leverage a return-focused selection criteria for title acquisition from partners such as Netflix by incorporating country-specific trend and market demand factors for all markets including New Zealand. Appeal to the individuality of your audience base, taking into consideration the unique and limitless characteristics of taste clusters.
Deploy high impact entertainment marketing strategies across all genres including Drama. Contact us now to deploy demand-driven marketing, the only empirical earned media measure of your marketing spend. Access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles such as Heartstopper, including those that have not even been released. Appeal to your target markets, including New Zealand, based on audience interests, enabling the personalization of campaigns to capitalize on pre-release demand.
Our TV audience measurement dataset is truly global. Discover how popular Netflix‘s Heartstopper 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 New Zealand, 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 Heartstopper, for example, can be assessed for a market e.g. New Zealand, which can then be benchmarked against genre averages (e.g. Romantic Drama), using our globally standardized Demand Expressions® metric.
This page has been modified on Oct. 2, 2023, 2:02 p.m. PST using tv demand datasets from Parrot Analytics for Heartstopper in New Zealand. We provide our partners with deep subscription-video-on-demand analyses to help them drive better and more informed content licensing strategies. Contact us today to find out more.
