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, you are constantly faced with difficult decisions around content acquisition, distribution, and programming. Demand data offers a solution to these challenges by providing actionable insights into audience preferences and market trends. In this article, we will examine how demand data can be used to make informed content decisions using the example of the American teen drama series "Outer Banks" in the United Kingdom for the month of March 2024.
One way that demand data can be used is to provide an economic valuation of the content. Content valuation can be used to answer key questions such as how much is a series worth, how much value is being driven by demand for one of its stars, and what is the value of a content library to a platform over time. By analyzing demand data for "Outer Banks", we can see that it has a demand of 2.8 times the average over the last 30 days in the United Kingdom. This means that the show is in demand and has economic value. Comparing the performance of "Outer Banks" on a 1-year rolling basis vs the last 30 days, we can see that its popularity has increased. Demand data can therefore be used to determine how much to invest in content acquisition and production.
Another way that demand data can be used is to inform distribution decisions. Travelability, which quantifies a show's international demand relative to its home market, is a key metric in this regard. For "Outer Banks" in the United Kingdom, the demand was 27% of the demand in its country of origin, the United States. By examining the show's global performance across six dimensions using the Parrot Pulse, we can see that the worldwide audience demand across all platforms is good, and its travelability is also good. This means that the show has the potential to perform well in global markets.
Demand data can also be used to inform programming decisions. For example, by analyzing the genre-specific demand for "Outer Banks", we can see that it ranks in the 97.1th percentile in the romance genre in March in the United Kingdom. This means that the show has higher demand than 97.1% of all romance titles in the United Kingdom, indicating that romance is a popular genre in the market. Understanding genre-specific demand can help executives to make programming decisions that align with audience preferences.
Finally, demand data can be used to inform content acquisition decisions. By examining the top 10 global markets where "Outer Banks" is most in-demand over the last 30 days, we can see that the show outperforms the demand of the average TV show (1x) in each of these markets. This indicates that the show has strong global appeal and could be a valuable addition to the content library. Similarly, by analyzing the popularity of other shows that fans of "Outer Banks" also like, such as "The Crown" and "Better Call Saul", executives can gain insights into audience preferences and make informed content acquisition decisions.
In summary, demand data provides valuable insights that can be used to inform content decisions around content acquisition, distribution, and programming. By using demand data to determine economic value, inform distribution decisions, understand genre-specific demand, and inform content acquisition decisions, entertainment executives can make more informed decisions that align with audience preferences and market trends.
Outer Banks's travelability to the United Kingdom in the last 30 days is 25%, which means that the audience demand for Outer Banks is 25% of the demand in its country of origin, United States. Click through to another market to discover how well Outer Banks travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Netflix‘s Outer Banks 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 Outer Banks, for example, can be assessed for a market e.g. United Kingdom, which can then be benchmarked against genre averages (e.g. Teen Drama), using our globally standardized Demand Expressions® metric.
This page has been recreated on April 17, 2024, 2:02 p.m. PST using demand metrics from Parrot Analytics for Outer Banks in the United Kingdom. We provide our partners with far-reaching content analyses to help them drive better and more informed content sales strategies. Contact us today to find out more.