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 at any type of company, "Silo" is an example of how demand data can provide valuable insights for content decisions, acquisitions, distribution or programming. Understanding the audience demand for a show like "Silo" can provide valuable insights that help organizations make data-informed decisions.
One of the most critical applications of demand data is content valuation. Demand data can help executives determine the dollar valuation of any title in a particular region, identifying how much of the show's value is driven by certain factors like the cast, and what the show's ROI might be for a particular platform, based on the demand levels.
For example, let’s use "Silo". An executive can analyze the New Zealand audience demand data to assess its value on the platform. Based on the data, "Silo" has 10.4 times the audience demand of the average show, indicating that it's worth investing in. The show ranks at 99.9th percentile in the mystery genre in New Zealand, indicating that the audience is highly engaged with the show's concept, which can be used to determine its competitive positioning on the platform.
Similarly, by evaluating the show’s performance against its genre or competitor titles, companies can gain insights into what types of shows are resonating with audiences in that specific market. They can assess what types of content exhibit opportunities to acquire or produce more titles to satisfy this demand.
By examining the top 10 global markets where "Silo" is performing well, executives can make more informed decisions concerning distribution, acquisition and servicing while evaluating how the show will perform in different regions. For example, based on the results above, executives can target their efforts on countries such as China, Bulgaria, Canada, and the Netherlands, where the show has the highest demand.
Demand data will also help executives identify potential audiences that could be underserved and provide content in response to that demand. In the case of "Silo", the data indicates a 3.4% increase in demand in New Zealand over October. This increased demand could indicate that the company should consider looking for more content similar to "Silo".
As well as content valuation, understanding audience demand data helps executives make strategic decisions around forecasting, optimal release strategy, and pricing for titles. For example, while demand for "Silo" has been decreasing recently in New Zealand, it spiked in late October, suggesting that the company should pay attention to how any future releases are advertised and promoted to generate more long-term demand.
Finally, demand data provides valuable insights into the popularity of a show and its potential audience reach, which can be essential in decisions around talent partnerships or IP development. The data indicates that "Silo" has an outstanding momentum and franchise potential. Additionally, the audience's preference for other shows like "Star Trek: Strange New Worlds", "The Mandalorian", "The Last Of Us", "Secret Invasion", "Ted Lasso", "Invasion", "The Wheel Of Time", "Ahsoka" and "Loki" can inform executives about potential partnerships and collaborations between shows and other areas that could create valuable opportunities to grow the show.
In conclusion, understanding audience demand data is essential for entertainment executives to make better decisions around content valuation, acquisitions, distribution and programming. The data insights help executives understand their audience and identify opportunities for growth, ensuring the right content reaches the right audience consistently. "Silo" is just one example of how insights from demand data can improve business and content decisions, driving future success.
Silo's travelability to New Zealand in the last 30 days is 60%, which means that the audience demand for Silo is 60% of the demand in its country of origin, United States. Click through to another market to discover how well Silo travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Apple TV+‘s Silo 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 Apple TV+ 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 Silo, for example, can be assessed for a market e.g. New Zealand, which can then be benchmarked against genre averages (e.g. Sci-Fi Drama), using our globally standardized Demand Expressions® metric.
This page has been adjusted on April 22, 2024, 2:03 p.m. PST using global demand metrics from Parrot Analytics for Silo in New Zealand. We provide our partners with meaningful subscription-video-on-demand know-how to help them drive better and more informed content investment strategies. Contact us today to find out more.