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.
Understanding audience demand is vital when making strategic content decisions for TV executives. Using demand data, we can reveal the worth of a show, understand its ability to drive subscriptions, mitigate churn, and assess the value of exclusivity. In January 2024, for the United Kingdom market, "Dead To Me" had 2.1 times the audience demand of the average show, which means that demand for the show was good and it was ranked at the 92.4th percentile in the drama genre. This show had higher demand than 92.4% of all drama titles in the United Kingdom. Compared to its demand in the last 90 days, demand for this show has been increasing recently. This highlights the need for TV executives to continually monitor the demand for their content.
The drop in rank by 1150 spots in January in the United Kingdom for "Dead To Me" compared to its peak rank of #1243, shows we need to ensure an optimized distribution strategy for the show―one that does not negatively impact its overall demand. While monitoring demand, executives should consider the show's global performance and its demand in other markets. For instance, the United States is "Dead To Me"'s number one market globally with good audience demand of 2.9x. Canada comes up next, where demand is also good. Netherlands and Switzerland had good demand, while Germany, China, Australia, and Russia had okay demand. This information enables executives to tailor their distribution strategies with more precision and target specific areas to grow the show's audience base.
To optimize content decisions, executives can also leverage Parrot Analytics’ system to quantify the platform-specific marginal revenue contribution of a particular title and how it drives engagement across the rest of the catalog. This data indicates the value of each title to a platform over time, helping executives to make better, informed content acquisition decisions and efficiently allocate funds for future content investments.
Furthermore, demand data can reveal valuable insights about audience engagement, taste clusters, and under-monetized titles. For instance, examining the top 10 global markets where "Dead To Me" is most in-demand reveals that the show has outperformed the demand of the average TV show in each of these markets, indicating that it has a broad appeal. But, monitoring the show’s rolling year statistics also reveals a 41.4% increase in peak demand in the last 30 days. This factor must be analyzed to ensure that content is progressing, and no past successes are holding a network or platform back.
Overall, analyzing audience demand data adequately is crucial in making informed content decisions, assessing shows' success, and their potential for growth. By leveraging Parrot Analytics’ content valuation system powered by global content demand and supply, TV executives can make more informed decisions and tailored strategies that work best for each platform.
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Our TV audience measurement dataset is truly global. Discover how popular Netflix‘s Dead To Me 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 the United Kingdom, 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 Dead To Me, for example, can be assessed for a market e.g. United Kingdom, which can then be benchmarked against genre averages (e.g. Dark Comedy), using our globally standardized Demand Expressions® metric.
This page has been updated on April 22, 2024, 2:02 p.m. PST using tv demand metrics from Parrot Analytics for Dead To Me in the United Kingdom. We provide our partners with deep television workflows to help them drive better and more informed content acquisition strategies. Contact us today to find out more.