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 inform your content acquisition, distribution, and programming decisions. And with Parrot Analytics’ content valuation system, you can even estimate the value of any title, in any region, to any platform based on global content demand and supply.
Let's take "The Handmaid’s Tale" as an example and see how demand data can inform your strategic decisions. In Russia over the last month, demand for the show was outstanding, with 10.3 times the audience demand of the average show. This exceptional demand for the show can be used as a baseline value to inform content valuation.
However, the show's demand dropped by 21.3% during October in Russia, which could indicate a decrease in popularity and may be a sign to consider other shows. Alternatively, the spike in demand in late October could be indicative of upcoming new episodes or an increase in marketing efforts.
"The Handmaid's Tale" ranks at the 98.4th percentile in the LGBTQI+ genre in October, indicating that this type of content is resonating with the audience and has higher demand than 98.4% of all LGBTQI+ titles in Russia. Therefore, as a TV executive, you may consider acquiring more content in similar genres, or think about creating spin-offs.
Parrot Analytics’ Parrot Pulse is a tool that measures the global performance of a show across six dimensions, helping you to better understand your global audience and make more informed decisions. For example, the travelability of "The Handmaid's Tale" is exceptional, meaning that it has significant potential to attract audiences globally.
Furthermore, the show's exceptional reach and momentum indicate that it may be a good option for a linear network or pay TV network interested in attracting new subscribers or retaining their current audience. The show's franchisability, with high spin-off potential, means there may be more opportunities for the show to expand beyond its initial series.
Finally, comparing "The Handmaid's Tale" performance on a year-round basis versus the last 30 days, as a TV executive, you may consider the show's recent peak demand of 12.4 times the average instead of its past yearly peak demand of 22.7 times the average.
Demand data can also inform distribution decisions. With "The Handmaid's Tale" performing outstandingly in the United States and other markets such as France, the Netherlands, Brazil, the United Kingdom, Italy, Australia, Israel, and Canada, a TV executive may consider focusing on one of these markets for distribution or investing more in local market marketing campaigns.
In conclusion, demand data can be immensely valuable for informing content valuation and strategic decision-making in the entertainment industry. By leveraging data from Parrot Analytics and tools like the Parrot Pulse, you can better understand global audience preferences, use data to inform your content acquisition decisions, reduce churn, harness franchisability, and engage with the global marketplace.
The Handmaid's Tale's travelability to Russia in the last 30 days is 50%, which means that the audience demand for The Handmaid's Tale is 50% of the demand in its country of origin, United States. Click through to another market to discover how well The Handmaid's Tale travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Hulu‘s The Handmaid's Tale 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 Hulu 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 The Handmaid's Tale, 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 revised on Feb. 23, 2024, 1:03 p.m. PST using analytics from Parrot Analytics for The Handmaid's Tale in Russia. We provide our partners with smart SVOD expertise to help them drive better and more informed content acquisition strategies. Contact us today to find out more.