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, demand data can provide valuable insights when making content, acquisition, distribution, and programming decisions, especially when it comes to content valuation. Let us take a look at "To the Lake", a post-apocalyptic TV show in Russia, and see how its demand data can help you make more informed decisions.
Content Valuation:
The Parrot Analytics content valuation system is based on demand data and provides the dollar value contribution of any title to any platform, in any region. Using demand data, you can estimate the potential value of a title, its ability to drive subscriptions, mitigate churn, and determine whether a title is worth acquiring or not. By using the example of "To The Lake", which has a demand 16.8 times the audience demand of the average show in Russia, we can infer that this show has significant value in terms of audience engagement. Moreover, "To The Lake" ranks at the 99.7th percentile in the drama genre, indicating that it has higher demand than 99.7% of all drama titles in Russia. Thus, you can use this data to calculate its ROI, assess its ability to drive subscriptions, and consider the value of exclusivity.
Programming Decisions:
Demand data provides insights into which shows are most popular in a certain region or on a global scale. In the case of "To The Lake", its demand data indicates that it is very popular in Russia and even outperformed the average TV show by 4.1 times in this market. Additionally, the data shows that its momentum has been increasing recently, suggesting that it is gaining in popularity. This can aid in your programming decisions by directing you toward shows that will perform well in specific markets.
Acquisition Decisions:
By leveraging demand data, you can determine the baseline value of a title and its ability to drive engagement across the rest of the catalog. Based on "To The Lake's" strong demand in Russia, you can infer that it has a lot of value in this market both in terms of audience engagement and revenue generation. Moreover, by analyzing the top 10 global markets where "To The Lake" is most in-demand over the last month—Russia, Ukraine, France, Lithuania, United States, Latvia, Serbia, Netherlands, and Poland—you can identify new opportunity markets for content distribution.
Distribution Decisions:
Using demand data, you can identify where in the world your content is most in-demand, what the peak periods of interest are, and adjust your release strategy accordingly. For example, "To The Lake's" demand spiked in late October 2023 in Russia, making it a perfect time to release new promotional content or to rerun older episodes to capitalize on the series' popularity. You can also use the data to optimize pricing and release strategies for your content.
Subscriber Acquisition and Retention:
Demand data provides insights into how well your current audience is engaging with your content and which titles or genres are most resonating with them. For example, because "To The Lake" has gained popularity in Russia, you could use its demand data to decide whether to target that market specifically with advertising, knowing that it is already popular there. Additionally, measuring how effective your marketing campaign is around a show, as well as comparing it to other shows, can help you optimize your pre-release marketing strategies.
In conclusion, demand data plays a vital role in making informed decisions as an entertainment executive across content, acquisition, distribution, and programming decisions, especially in terms of content valuation. Based on the data we have for "To The Lake", it is clear that the show has a strong audience engagement in Russia, making it valuable for acquisition and programming decisions in that market. By leveraging demand data, entertainment executives can make data-driven decisions that better align with their audience's interests and desires, creating successful businesses.
This is To The Lake's home market and therefore its travelability is 100%; the travelability of a TV show's market of origin is always 100%. Click through to another market to discover how well To The Lake travels internationally.
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Acquire the best shows from partners such as Netflix 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. To The Lake), 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.
Command your Drama genre niche with maximum net subscriber adds. Contact us now to harnesses audience demand data to gain insights for growing and keeping a subscriber base. Leverage a return-focused selection criteria for title acquisition from partners such as Netflix by incorporating country-specific trend and market demand factors for all markets including Russia. Appeal to the individuality of your audience base, taking into consideration the unique and limitless characteristics of taste clusters.
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Our TV audience measurement dataset is truly global. Discover how popular Netflix‘s To The Lake 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 To The Lake, 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 enhanced on March 28, 2024, 7:58 a.m. PST using television demand datasets from Parrot Analytics for To The Lake in Russia. We provide our partners with smart television expertise to help them drive better and more informed content partnership strategies. Contact us today to find out more.