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, understanding how shows perform in different markets can be essential when it comes to making decisions about acquisition, distribution, and programming. Using the example of "Ozark" in Turkey for the month of February 2024, we can see how audience demand data can be used in making informed content-related decisions.
To start with, it is essential to know the baseline demand for the show as this is used to determine how much a show is worth, beneficial for content valuation. Ozark's demand for the last 30 days was 2.8 times the average show in Turkey. This information helps in evaluating the value of "Ozark" to any platform interested in acquiring or streaming it in Turkey. Since only 8.6% of all TV shows have this level of demand, it is vital to acknowledge the show's magnitude and popularity in the market.
Comparing the performance of "Ozark" on a one-year rolling basis versus the last 30 days reveals some important trends. Despite having a peak demand of 6.9 times the average over the course of an entire year, it peaked at 6.6 times the average in the last 30 days—this information essential in understanding show popularity. Even though the show's average demand on a rolling-year basis was 1.9 times the average title, over the past 30 days, it was 2.8 times the title average, indicating increased popularity.
Understanding audience preference can help pinpoint other content they would be interested in, making it easier to target future acquisitions, programming, and distribution agreements as well as knowing which genres have a bigger market. In Turkey, "Ozark" ranks at the 97.8th percentile in the crime genre in February, indicating its popularity in the genre. We also get information on other shows that fans of Ozark are likely to enjoy in Turkey, such as "Fargo", "Rick And Morty", "The Last Of Us", "House Of Cards", "The Handmaid's Tale", "Reacher", "Peaky Blinders", "Stranger Things," and "True Detective." Knowing what other shows are popular among audiences can help in determining the type of content to invest in.
Further, understanding how well the show holds up over time is important in developing strategies for future investments. For Ozark, its longevity is outstanding, meaning that its audience demand is maintained over time. Its momentum, the pace of growth, is also outstanding. This insight is essential in deciding if investing in additional seasons would be beneficial.
Finally, knowing which markets show exemplary demand is vital in planning distribution strategies. Examining the top 10 global markets where "Ozark" is most in-demand over the last 30 days, we can see that the United States was the highest in-demand for the show. It achieved outstanding audience demand of 13.7x in the United States. Similarly, it outperformed the demand of an average TV show (1x) in each of the other markets where it was in the top 10. Understanding where the show is most in-demand helps to allocate resources and improve its distribution. Additionally, it can be helpful in finding new audiences by testing content offerings to discover new global markets.
In conclusion, Parrot Analytics provides data that enables TV executives to make informed decisions related to programming, acquisitions, content valuation, and distribution agreements. Through its demand data, executives can evaluate how well a show is performing, pinpoint new content for investment, and establish distribution strategies to help tap into new markets. By using Ozark in Turkey as an example, executives can see how the data can help inform the decision-making process.
Ozark's travelability to Turkey in the last 30 days is 13%, which means that the audience demand for Ozark is 13% 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 Turkey, 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. Turkey, which can then be benchmarked against genre averages (e.g. Crime Drama), using our globally standardized Demand Expressions® metric.
This page has been adjusted on March 29, 2024, 3:32 a.m. PST using television demand analytics from Parrot Analytics for Ozark in Turkey. We provide our partners with valuable television expertise to help them drive better and more informed content distribution strategies. Contact us today to find out more.