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, content acquisition decisions cannot be made solely based on intuition. Using demand data is an effective tool to make more informed decisions. The analysis of "Ozark" in Russia during October 2023 can give insight on how to leverage audience demand to make strategic content decisions.
Firstly, by using demand data, one can quantify the value and ROI potential of a TV series. Parrot Analytics' content valuation system is based on demand data, and it reveals the dollar value contribution of any title, to any platform, in any region. "Ozark" has been demonstrating outstanding demand in Russia over the last 30 days, achieving 12.5 times the audience demand of the average show in the region. Furthermore, its demand has been increasing recently, indicating growing popularity. This knowledge can be leveraged to determine how much to spend on content, assess a TV series' ability to drive subscriptions and mitigate churn while strategically allocating resources.
Secondly, understanding the audience taste clusters is key for content decisions. This information will help in answering questions like which genres are resonating most with current audiences, and what genres should they focus on to attract new subscribers to their SVOD service. The demand data shows that fans of "Ozark" in Russia also have high affinity for shows, such as "Star Trek: Strange New Worlds," "South Park," "Better Call Saul," "Game Of Thrones," "The Mandalorian," and "Foundation," among others.
Thirdly, demand data can also be used to inform acquisition decisions and help identify popular titles globally. For instance, by examining the top 10 global markets where "Ozark" is most in-demand, we find that this TV series outperforms the demand of the average TV show in each of these markets. The United States is "Ozark"'s number one market globally, and the show's outstanding demand in Russia and other markets indicates the viewing potential for the content worldwide.
Lastly, momentum and reach are critical dimensions that can be assessed through demand data. Momentum, which measures the pace of growth, is outstanding for "Ozark." On the other hand, although the show's peak demand was 16.6 times the average over the course of the entire year, it peaked at only 13.0 times the average in the last 30 days, which indicates a decrease in popularity. Evaluating reach can help answer questions like, will this title attract new subscribers to the platform? By recognizing the show's impressive reach in Russia, executives can leverage this strategic information to determine the ideal release strategy and pricing aimed at maximizing its potential audience.
Overall, demand data can provide invaluable insights that aid in making more informed decisions regarding content decisions, acquisition, programming, or distribution decisions. By leveraging Parrot Analytics' demand data, executives can assess the value of their content and optimize the pre-release marketing strategy ahead of the premiere while also successfully customizing their content for different markets to maximize the platform's ROI.
Ozark's travelability to Russia in the last 30 days is 80%, which means that the audience demand for Ozark is 80% of the demand in its country of origin, United States. Click through to another market to discover how well Ozark travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Netflix‘s Ozark 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 Ozark, 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 recreated on April 18, 2024, 2:03 p.m. PST using demand analytics from Parrot Analytics for Ozark in Russia. We provide our partners with extensive media industry know-how to help them drive better and more informed content marketing strategies. Contact us today to find out more.