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.
Entertainment executives and decision-makers are constantly tasked with making strategic decisions related to content acquisition, distribution, and programming, among other things. Data-driven decisions are increasingly becoming essential, particularly as streaming services rapidly expand and ramp up their content offerings. This is where demand data comes in - it provides crucial insights into the popularity, global appeal, and potential monetary value of a TV series.
For instance, using the example of "Silo" in Russia for the month of October 2023, we can see how demand data can help content executives make more informed decisions. With an outstanding audience demand of 9.0 times the title average in Russia, this TV series has potential as an acquisition driver for any OTT, SVOD, or linear network in the country. Moreover, with its travelability rated as exceptional by Parrot Pulse, "Silo" has significant potential for global expansion, making it a valuable asset for any content distributor or TV production company that is looking for a show with strong international appeal.
The franchise potential of "Silo" is outstanding, which means there is an opportunity for its IP to be further monetized through spin-offs or franchises, making it a suitable show for talent agencies and studios to consider. Additionally, by leveraging demand data, TV executives can determine which regions have the most interest in "Silo," and thus better fine-tune their distribution strategy. For instance, with the show's higher demand in the United States than in Russia, a distributor can choose to prioritize its release in the US and capitalize on its outstanding audience demand of 14.0x in that market.
Demand data can also help executives make more informed content decisions. In the case of "Silo," it is clear that it has strong demand in the drama genre, higher than 97.8% of all drama titles in Russia. Executives at a TV production company or studio can use this information to analyze the genre preferences of their target audience and calibrate production decisions accordingly. Additionally, by analyzing the top 10 global markets where "Silo" is most in-demand, executives can infer which genres are most likely to resonate with audiences in those regions and acquire or produce content accordingly.
Demand data is also useful in assessing content valuation, which is a key consideration for programming directors or heads of development. Parrot Analytics content valuation system is a powerful tool that uses global demand data to reveal the dollar value contribution of any title to any platform in any region. Using the system, content executives can determine the ROI a specific title will bring to their platform and estimate the baseline value of a title. For instance, by leveraging demand data to calculate the value of "Silo" to a Russian platform, an executive can make a more informed decision on how much to spend on content acquisition.
In summary, demand data is a valuable tool for entertainment executives at all levels and can help inform key strategic decisions, including content acquisition, distribution, programming, and valuation. With access to comprehensive demand insights from Parrot Analytics, TV executives can gain a competitive advantage in a rapidly shifting landscape where data-driven decision-making is increasingly becoming necessary.
Silo's travelability to Russia in the last 30 days is 50%, which means that the audience demand for Silo is 50% 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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Acquire the best shows from partners such as Apple TV+ to fortify your competitive position in Russia. Contact us now to access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles (e.g. Silo), including those that have not even been released. Leverage a return-focused selection criteria for title acquisition by incorporating country-specific trend and market demand factors.
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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 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 Silo, 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 updated on April 22, 2024, 2:03 p.m. PST using global tv demand metrics from Parrot Analytics for Silo in Russia. We provide our partners with valuable subscription-video-on-demand capabilities to help them drive better and more informed content sales strategies. Contact us today to find out more.