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 provides valuable insights in making informed decisions about content, acquisition, distribution, and programming. Using the case of "The Umbrella Academy" in Turkey, let's explore the kinds of questions demand data can answer.
Content valuation is one of the most critical decisions an entertainment executive makes. Using demand data, it's possible to estimate the dollar value contribution of a title to any platform in any region. For example, an executive can use demand data to learn how much the series is worth. They can also establish how much of the show's value is driven by one of its stars. Additionally, using demand data can reveal the baseline value of a title and assess its worth as a strategic asset for a streaming platform.
Demand data enables valuing IP globally and understanding what content is most popular in specific markets. The case of "The Umbrella Academy" in Turkey shows that the show had demand 2.2 times higher than the average show in the country over the last 30 days compared to its demand of 1.8 times the average over the last 90 days. An executive working on a series with similar demand patterns can use such data to understand their show's popularity level and consumer sentiment, among other things.
Demand data also helps in making acquisition decisions. Executives can use the data to determine which shows are trending, which ones show potential for growth in popularity, and which ones will perform well in a specific market. They can also make distribution decisions by examining which platforms are showing the most demand. In the case of "The Umbrella Academy" in Turkey, the series moved up in its rank by 397 spots during March, and the demand for the show increased by 99.9%. With such data, an executive can decide which platform is best suited for the show's distribution.
Demand data also helps in programming decisions by informing the optimal release strategy and pricing. Using demand data, an executive gets insights on how to launch a show, at precisely the right moment, at the right price, and using the right marketing tools. For instance, in the case of "The Umbrella Academy" in Turkey, demand spiked in late March 2024, meaning an executive can use data gathered from such a release strategy, using similar marketing tools and resources.
Finally, demand data helps in making informed decisions concerning subscriber acquisition and retention. An executive can use demand data to review titles that have a high demand and decide which ones are best suited for attracting new subscribers to their SVOD service. Suppose a series has a high demand amongst subscribers like "The Umbrella Academy" in Turkey, in that case, executives can leverage that demand to keep their subscriber base engaged and invested in the platform.
The Umbrella Academy's travelability to Turkey in the last 30 days is 16%, which means that the audience demand for The Umbrella Academy is 16% of the demand in its country of origin, United States. Click through to another market to discover how well The Umbrella Academy travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Netflix‘s The Umbrella Academy 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 The Umbrella Academy, for example, can be assessed for a market e.g. Turkey, which can then be benchmarked against genre averages (e.g. Superhero Series), using our globally standardized Demand Expressions® metric.
This page has been revised on April 22, 2024, 2:02 p.m. PST using demand analytics from Parrot Analytics for The Umbrella Academy in Turkey. We provide our partners with extensive content insight to help them drive better and more informed content investment strategies. Contact us today to find out more.