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, you are always looking for ways to make more informed decisions that will keep your business competitive and successful. Parrot Analytics provides you with demand data, which will help you in making informed content, acquisition, distribution, or programming decisions. An example of such data is outlined which pertains to the "Locke & Key" TV show in the month of March 2024 in the United Kingdom.
Content valuation is important when considering what shows to air on your platform. Parrot Analytics content valuation system is based on demand data that reveals the dollar value contribution of any title to any platform in any region. By using demand data, you can calculate the ROI a specific title will bring to your platform. You can estimate the value of a content library over time, the baseline value of a title, and how much a series worth. You can also assess the value of exclusivity and how much of a series value is being driven by demand for one of its stars. With an understanding of the demand data, you can evaluate how a title performs as an acquisition-driving or churn-reducing title. In this scenario, "Locke & Key" has good demand in the United Kingdom with 2.3 times the audience demand of the average show in the United Kingdom over the last 30 days. It is in the 8.6% of all TV shows with a similar level of demand, highlighting its success with entertainment fans in the region. However, demand for the show in the United Kingdom decreased by 58.0% compared to the previous month.
Demand data can help you to evaluate global audience interest in your show's content by telling you about its travelability. This dimension quantifies international demand relative to its home market. Therefore, you can determine the expectations of performance for taking the show to other countries. In this example, the "Locke & Key" show's demand in the United Kingdom is 31% of the demand in the United States - the country of origin. The travelability rating of the show is okay.
Audience data can also show you the longevity of interest. This dimension measures how well audience demand is maintained over a specific time. A crucial indicator of content valuation, the momentum, can also be factored in by measuring the pace of growth. Franchisability (spin-off potential) is another dimension to assess. This is a crucial metric to determine the potential of creating spin-offs or monetizing IP for a show. Additionally, the category of reach (the number of people expressing demand for a show) provides information on the show's specific and general appeal. Based on the Parrot Pulse metric for "Locke & Key," the show performed well for these dimensions during March 2024.
By analyzing the audience demand pattern, you can learn about a show's high and low points across the world. For example, the demand for "Locke & Key" spiked in mid-March 2024 in the United Kingdom. You can also understand which genres are popular with the current audience and focus on similar content. Additionally, you can study the audience behavior and determine which shows they will likely enjoy based on the previous content that was watched by them. For "Locke & Key," a list of other top shows followed by its viewers has been provided, such as "The Umbrella Academy" and "The Witcher."
When trying to grow the reach of your platform globally, analysing the popularity of your content and understanding the potential demand for new series based on the audiences' preferences, will greatly aid expansion strategies. For instance, through analyzing the top 10 global markets where the most "Locke & Key" audience demand has been received, you can determine the popularity of the series in specific regions. This knowledge can be instrumental in strategizing content acquisition and expansion into new markets. For "Locke & Key," some of the top 10 markets - Bulgaria, Ukraine, France, the Netherlands, Canada, South Korea, and Spain - show that the demand for the show is high.
In conclusion, demand data can provide you with insights that will aid in making informed decisions as a TV executive. The data will be useful in content valuation, assessing travelability, longevity of interest, momentum, franchisability, and reach numbers. Examining audience demand patterns across regions and understanding their preferences will allow for creating a lineup to keep the audience loyal to your platform, as well as expand into potentially lucrative regions.
Locke & Key's travelability to the United Kingdom in the last 30 days is 26%, which means that the audience demand for Locke & Key is 26% of the demand in its country of origin, United States. Click through to another market to discover how well Locke & Key travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Netflix‘s Locke & Key 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 Locke & Key, for example, can be assessed for a market e.g. United Kingdom, which can then be benchmarked against genre averages (e.g. Fantasy Drama), using our globally standardized Demand Expressions® metric.
This page has been regenerated on April 17, 2024, 2:02 p.m. PST using demand metrics from Parrot Analytics for Locke & Key in the United Kingdom. We provide our partners with smart media industry competencies to help them drive better and more informed content sales strategies. Contact us today to find out more.