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.
When it comes to making content decisions, entertainment executives have often relied on subjective intuition rather than on hard data. However, this conventional approach is being replaced by a more data-driven methodology for making informed decisions. Parrot Analytics, a global leader in TV content analytics, provides insights to entertainment companies on audience demand for various TV shows. We will use the example of "Black Bird" in Russia for the month of October 2023 to explain how demand data can inform content, acquisition, distribution and programming decisions.
Firstly, content valuation can be assessed using demand data. The demand for "Black Bird" in Russia is outstanding, being 13.6 times the demand of the average show in the country over the last 30 days, and 13.5 times the average over the last 90 days. This high demand of the title shows that the show has strong commercial potential and is a good strategic asset for a streaming platform. The increase in the show's demand over the last 30 days is a point of interest for financiers and producers who want to know whether an additional season or spinoff would be commercially viable.
Secondly, the global popularity of the show can be assessed using demand data, which can determine the most popular markets for the show, the genre ranking and fan affinity. Therefore, platforms can decide to acquire a show for distribution based on regional audience demand, global genre popularity, and viewer preferences. For example, in the case of "Black Bird," it is highly demanded in Russia, while its true-crime genre ranking is at the 99.7th percentile in the country, and consumers of the show are known to enjoy similar series that can help expand their viewing experience.
Thirdly, demand data can help theme industry players to retain or acquire subscribers. For example, if the chief executive officer of a TV network wants to keep his or her current audience happy, they could acquire titles similar to "Black Bird", to retain existing subscribers since the audience demand for the show decreased by 10.0% in Russia in October. Alternatively, they may acquire content that targets new subscribers if they wish to grow their audience in the form of similar true-crime shows.
Fourthly, demand data can inform decisions around optimal release strategy and pricing. For instance, for the content distributors looking to distribute their content on SVOD platforms, they can use demand data to identify the show release date of "Black Bird" that spiked its demand in late October in Russia. This information can help them plan for their upcoming releases, timings, and pricing decisions.
Finally, demand data can be used to measure the success of marketing campaigns around a show. In the case of "Black Bird," it has an outstanding momentum, meaning the pace of growth is excellent. Its franchisability (spin-off potential) is also good, and its reach (the number of people expressing demand for a show) is notable. Therefore, the production company should focus on creating branded content and collaborating with brands and influencers with similar audience trends in the coming period to sustain growth.
In conclusion, demand data provides valuable insights that are critical in strategic decision making for executives in the entertainment industry. The case of "Black Bird" in Russia in October is an excellent example of how Parrot Analytics' demand data can inform content valuation, acquisition, distribution, and programming decisions.
Black Bird's travelability to Russia in the last 30 days is 139%, which means that the audience demand for Black Bird is 139% of the demand in its country of origin, United States. Click through to another market to discover how well Black Bird travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Apple TV+‘s Black Bird 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 Russia, 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 Black Bird, for example, can be assessed for a market e.g. Russia, which can then be benchmarked against genre averages (e.g. Crime Drama), using our globally standardized Demand Expressions® metric.
This page has been altered on March 28, 2024, 3:05 p.m. PST using global television demand metrics from Parrot Analytics for Black Bird in Russia. We provide our partners with extensive television industry workflows to help them drive better and more informed content sales strategies. Contact us today to find out more.