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, understanding audience demand data is crucial for making informed content, acquisition, and distribution decisions. In this regard, the example of "On My Block" is a good case study to illustrate how Parrot Analytics' demand data can be used to optimize the performance of content.
One way "On My Block" can be evaluated is through content valuation based on its demand data. By using Parrot Analytics' content valuation system, entertainment executives can understand a show's monetary worth to the platform. Specifically, demand data helps determine the value of a content library to the platform over time, calculate a specific title's return on investment (ROI), and estimate the cannibalization of audiences if a title is available on multiple services. Moreover, demand data can also inform whether a title is better positioned to drive subscriber acquisition or churn reduction, and thus, what amount of investment is required to acquire or produce a particular type of content for a platform.
In the case of "On My Block," it is clear that the show is performing well in the United Kingdom, with 2.7 times the audience demand of the average show in the country over the last 30 days. Additionally, its demand has been increasing recently. Such insights help executives to identify successful titles and where investment should be made to increase the demand for a title.
Furthermore, executive decisions regarding distribution and programming can be informed using demand data. By correlating audience demand within specific demographics and regions, executives can devise targeted distribution strategies for maximizing a title's success. In the case of "On My Block," the show's strong demand in the United States highlights its success in its country of origin, while, its good demand in countries like South Africa and the United Kingdom can indicate the fruitful potential of distributing it in those regions. Additionally, the Franchisability and Reach dimensions of the Parrot Pulse measurement system inform the existence of spin-off potential of the show and the number of people interested in watching it, respectively.
Demand data also provides executives with context to evaluate the performance of a title over time. By comparing the performance of "On My Block" on a rolling year basis vs the last 30 days, it is clear how its popularity has increased in recent times. This data helps executives understand the ebb and flow of demand for a title and when investment and support may be most crucial to maintain or even boost the show's status.
Finally, demand data can inform executives' decisions regarding programming by identifying similar titles that are liked by people interested in "On My Block" to be added to the platform. In the case of "On My Block," Parrot Analytics has identified shows like "Game Of Thrones," "Prison Break," and "The Good Doctor" as titles that share similar fan bases.
In conclusion, "On My Block" provides a useful case study to illustrate how entertainment executives can use demand data to inform their content, acquisition, distribution, and programming decisions. By utilizing Parrot Analytics' demand data, executives can make informed business decisions to create more successful entertainment businesses.
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Our TV audience measurement dataset is truly global. Discover how popular Netflix‘s On My Block 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 On My Block, for example, can be assessed for a market e.g. United Kingdom, which can then be benchmarked against genre averages (e.g. Teen Sitcom), using our globally standardized Demand Expressions® metric.
This page has been changed on April 22, 2024, 2 p.m. PST using global demand metrics from Parrot Analytics for On My Block in the United Kingdom. We provide our partners with essential TV industry know-how to help them drive better and more informed content licensing strategies. Contact us today to find out more.