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 a TV executive, leveraging demand data can help you make well-informed content, distribution, programming, and acquisition decisions. In this regard, we will be looking at how the demand data for a popular show, "Outlander," in New Zealand can be used to provide insights for strategic decision-making processes.
Content Valuation: Parrot Analytics' content valuation system is powered by global content demand and supply. Demand data can provide insights on content value estimates of specific titles to any platform in any region. From the demand data of "Outlander" in New Zealand, we can understand the show's impact on the market and use this data to evaluate whether it's a strategic asset for a streaming platform. In addition, we can calculate the platform-specific marginal revenue contribution and assess a TV series' ability to drive subscriptions and minimize churn.
Optimal Release Strategy and Pricing: Demand data can inform a show's release strategy and pricing. We can leverage the information gained from the peak demand for "Outlander" in mid-October to determine the best release times. Also, we can analyze regional-specific audience demand data to understand how best to price this content.
Supply and Demand: By analyzing demand data, we can quickly tell the kind of content that exhibits opportunities for acquisition or production. For content acquisition decisions, the executives can use information about the shows that the audience of "Outlander" also likes such as "The Mandalorian" and "The Wheel Of Time" to make strategic acquisition decisions.
Subscriber Retention and Acquisition: Demand data can also help with subscriber retention and acquisition. We can use the information obtained from audience demand to identify the titles that should be acquired to retain and grow the audience. From the demand data of "Outlander," we can draw insights about its appeal to wider audiences and thus attract new subscribers to the platform.
Pre-release Marketing: Analysis of demand data helps make marketing campaigns more effective. By leveraging this data, we can optimize marketing campaigns for new shows and understand how to get the audience excited ahead of a premiere. We can also gauge the effectiveness of the marketing campaign around a show such as "Outlander" by analyzing its momentum, which is the pace of growth of the show.
Competitive Benchmarking: Comparing the performance of "Outlander" with other shows available on the market globally can provide insights to inform competitive benchmarking. By analyzing "Outlander's" performance in the different markets where it is available, we can understand the competition it faces and understand its strengths and weaknesses.
In conclusion, the wide range of information obtainable from demand data is essential to making well-informed decisions. From the demand data of "Outlander" in New Zealand, we can gain insights on content valuation, optimal release strategy, supply and demand, subscriber retention and acquisition, pre-release marketing, and competitive benchmarking. TV executives can use these insights to inform strategic decision-making processes.
Outlander's travelability to New Zealand in the last 30 days is 42%, which means that the audience demand for Outlander is 42% of the demand in its country of origin, United States. Click through to another market to discover how well Outlander travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular STARZ‘s Outlander 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 STARZ 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 Outlander, 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 altered on April 19, 2024, 2 p.m. PST using global television demand datasets from Parrot Analytics for Outlander in New Zealand. We provide our partners with smart television industry workflows to help them drive better and more informed content licensing strategies. Contact us today to find out more.