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, you can use demand data to make more informed decisions about content valuation, acquisition, distribution, and programming decisions. In the case of "Black Mirror" in Russia for October 2023, we can see how demand data can provide valuable insights.
Content Valuation:
Demand data provides a way to quantify the dollar value contribution of any title to any platform in any region, which can be used for content valuation. In the case of "Black Mirror" in Russia, the show has an outstanding 18 times the audience demand of the average show in the country. This data can be used to justify and support the high value of the show, making it an attractive asset for content acquisition and distribution on any platform.
Acquisition and Distribution:
Based on the information about the top 10 global markets where "Black Mirror" is most in-demand, the show is doing exceptionally well in each of these markets, including Russia. Understanding international demand is vital when deciding where to acquire and distribute content. By examining the Parrot Pulse for "Black Mirror," you can determine how well the show is performing in terms of its travelability, which measures a show's international demand relative to its home market. For instance, the show's demand in Russia was 97% of the demand in its country of origin, the United Kingdom, indicating it is an appealing asset for distribution in Russia.
Programming:
Demand data can be used to make informed programming decisions. By examining the demand for "Black Mirror" in Russia, we can see that it has peaked at #25 in the country, with demand increasing by 3 spots in October. The show also had a demand spike in late October 2023 in Russia, which you can use to adjust programming strategies for future months. Knowing the audiences' demand patterns for a show and how it changes over time can inform programming schedules, windowing strategies, and promotion efforts.
Content discovery and recommendations:
Demand data also powers content discovery and recommendation features, providing insights into the tastes of the show's audience, as well as the genres, talents, and brands that appeal to them. By analyzing the show's affinity clusters, TV executives can determine which other shows, genres, or talents could attract or retain subscribers. For "Black Mirror," Parrot Analytics' findings indicate that other shows that fans of the series like include "The Mandalorian," "Ahsoka," "Loki," "Foundation," and "The Witcher."
In conclusion, demand data is a powerful tool for TV executives across all domains, providing insights into content valuation, acquisition, distribution, programming, and discovery. As evidenced by the example of "Black Mirror" in Russia for October 2023, demand data can provide valuable insights that can help make more informed decisions about content and the audiences who watch it.
Black Mirror's travelability to Russia in the last 30 days is 92%, which means that the audience demand for Black Mirror is 92% of the demand in its country of origin, United Kingdom. Click through to another market to discover how well Black Mirror travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Netflix‘s Black Mirror 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 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 Black Mirror, for example, can be assessed for a market e.g. Russia, 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 March 29, 2024, 3:27 a.m. PST using global demand data from Parrot Analytics for Black Mirror in Russia. We provide our partners with comprehensive media industry analyses to help them drive better and more informed content acquisition strategies. Contact us today to find out more.