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, audience demand data can help you make more informed content decisions, acquisition decisions, and programming decisions. "Invasion" is an example of a science fiction TV show with high demand in Russia in October 2023, and by analyzing its performance, we can explore how demand data can be used.
One way to use demand data is to valuate content. Using demand data, you can calculate the dollar value contribution of any title to any platform in any region. In the case of "Invasion", it has 12.1 times the audience demand of the average show in Russia over the last 30 days, which makes it a strategic asset for any OTT or SVOD platform. Comparing its demand to other drama titles in Russia, "Invasion" ranks at the 98.8th percentile, which signals its baseline value. Therefore, with audience demand data, valuation models can be developed, enabling you to determine how much to spend on content and how to optimize content investments.
Demand data can also help with acquisition and distribution decisions. For instance, audience demand data can provide insights on the content type that presents an opportunity to acquire or produce, and using travelability, a show's international demand relative to its home market, can guide content expansion into new global markets. As for the distribution decision, audience demand indicates which platforms to target for the distribution of your content, as well as the best release strategy and pricing. In the case of "Invasion," it has outstanding worldwide audience demand, with exceptional travelability and reach.
Investing in content with sustained audience demand can also lead to increased subscriber acquisition and retention. Attracting new subscribers to your platform requires investing in titles that are popular and high in demand in the targeted region. Similarly, retaining current subscribers means buying titles that appeal to your audience. Analyzing the shows that fans of "Invasion" also like gives an idea of the type of content that resonates with the audience, which can guide content acquisition decisions.
Demand data also offers insights into content performance, including its momentum, longevity, and franchise potential. For "Invasion," its momentum, the pace of growth, and longevity are both exceptional, and its franchisability (spin-off potential) is good. Finally, its reach (the number of people expressing demand for a show) is also good. By analyzing demand data, you can evaluate the effectiveness of marketing campaigns, such as the one for "Invasion" in late October 2023, which led to a spike in demand. The information obtained about demand can help optimize campaigns for future releases.
In conclusion, using "Invasion" as an example, audience demand data can help entertainment executives make informed decisions. By using demand data to valuate content, make content investments, target the right platform, and design effective marketing campaigns, executives can expect better ROI on their content investments and understand the performance of their content relative to the market.
Invasion's travelability to Russia in the last 30 days is 69%, which means that the audience demand for Invasion is 69% of the demand in its country of origin, United States. Click through to another market to discover how well Invasion travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Apple TV+‘s Invasion 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 Invasion, for example, can be assessed for a market e.g. Russia, which can then be benchmarked against genre averages (e.g. Fantasy Drama), using our globally standardized Demand Expressions® metric.
This page has been modified on March 28, 2024, 11:07 p.m. PST using global demand content analytics from Parrot Analytics for Invasion in Russia. We provide our partners with smart television analyses to help them drive better and more informed content acquisition strategies. Contact us today to find out more.