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 can use demand data to make more informed content, acquisition, distribution, and programming decisions. Let's take a closer look at "The Morning Show (US)" in Russia in October 2023 as an example. With 10.0 times the audience demand of the average show in Russia over the last 30 days, this show has been outstanding. This level of demand means that only 2.7% of all TV shows have this kind of demand. Additionally, its demand has been increasing recently, compared to its previous 90-day demand average of 5.8 times the average.
The ranking of "The Morning Show (US)" is at the 98.2th percentile in the drama genre in Russia in October, indicating that its demand is higher than 98.2% of all drama titles in that region. The show also reached the peak rank of #275 in Russia, and it moved up 146 spots during October. The audience's interest in the show has risen by 23.5% in Russia during October, with demand spiking in mid-October.
Parrot Pulse provides six metrics to measure the show's global performance. Firstly, the worldwide audience demand is outstanding, indicating a high level of interest globally. The Travelability of the show is good, which means it is acceptable for the international market. Secondly, the show's longevity is outstanding, measuring how well audience demand is maintained over time. Thirdly, the show's momentum, or the pace of growth, is likewise exceptional. Fourthly, the franchisability (spin-off potential) is outstanding, indicating that there is potential for the show to produce a spin-off. Finally, its reach is outstanding, indicating that a large number of people expressed their interest in the show.
Comparing the show's performance on a one-year rolling basis vs. the last 30 days reveals some interesting insights. Although the peak demand for the show was 11.0 times the average over the course of the entire year, it peaked at 11.6 times the average in the last 30 days, indicating a 4.8% increase in popularity. The show's average demand on a rolling year basis was 5.6 times the average title, whereas it was 10.0 times the title average for the last 30 days. This implies that the show has been more popular in the last month.
We can also examine the top 10 global markets where "The Morning Show (US)" is most in-demand over the last 30 days. The United States is the show's number one market globally, achieving outstanding audience demand of 14.1x in the country. Ranked second is Canada, with an outstanding demand for the show. Other markets, including the United Kingdom, Australia, Netherlands, France, Brazil, Germany, and China, also show outstanding demand for the show.
In summary, entertainment executives can use demand data to help them make more informed decisions regarding content, acquisition, distribution, and programming. By examining the audience's interest in the show, they can estimate its value to their platform, plan the pricing and release strategy, optimize marketing campaigns ahead of the premiere, identify under-monetized titles, find new markets for the show, and compare it against other titles in the market. They can also assess the show's longevity, momentum, reach, franchisability, and travelability, which can guide their plans for potential spin-offs, global expansion, and production decisions. Demand data enables executives to uncover insights, validate assumptions, and make data-driven decisions to maximize growth and revenue.
The Morning Show (US)'s travelability to Russia in the last 30 days is 62%, which means that the audience demand for The Morning Show (US) is 62% of the demand in its country of origin, United States. Click through to another market to discover how well The Morning Show (US) travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Apple TV+‘s The Morning Show (US) 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 The Morning Show (US), for example, can be assessed for a market e.g. Russia, which can then be benchmarked against genre averages (e.g. Political Drama), using our globally standardized Demand Expressions® metric.
This page has been regenerated on April 22, 2024, 2 p.m. PST using global demand datasets from Parrot Analytics for The Morning Show (US) in Russia. We provide our partners with far-reaching entertainment industry know-how to help them drive better and more informed content partnership strategies. Contact us today to find out more.