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 always looking for a way to make more informed decisions when it comes to content acquisition, programming, distribution, and valuation. Luckily, the use of demand data can help you achieve these goals by giving you insights that can inform your decision-making process.
Let's take the example of "Ragnarok", a TV series that is currently being aired on an OTT platform. By analyzing the month of March 2024 in the United Kingdom, we can see how demand data can help you make more informed content decisions, starting with content valuation.
With 3.9 times the audience demand of the average show in the United Kingdom over the last 30 days, it is safe to say that the demand for "Ragnarok" is good. Compared to its demand of 3.9 times the average over the last 90 days, demand for this show has been increasing recently. This is useful information for content valuation because it helps you estimate the value of a title and understand the marginal revenue contribution that a title can bring to your platform.
Another aspect we can analyze is audience taste clusters. For example, during March, audience demand for "Ragnarok" decreased in the United Kingdom by 40.3%. This information shows us that there may be an opportunity to identify new clusters of potential fans by analyzing more closely the reasons behind the recent decrease to bring them back and to attract new ones.
Furthermore, demand data can also help with decisions concerning supply & demand, as you can gain insights about the opportunities you have to acquire or produce high-performing content.
Travelability can aid in making better acquisition decisions as well. We know that "Ragnarok" in the United Kingdom is carrying 217% of the demand in Denmark, its country of origin. Thus, travelability is an essential factor to consider when expanding a show’s global performance and when assessing the results of a recently acquired international show.
Demand also has the potential to help subscriber retention and acquisition. For instance, by analyzing the top 10 global markets where "Ragnarok" is most in-demand over the last 30 days, one can tailor a strategy that resonates depending on where the demand is, herewith boosting subscriber acquisition rates and, therefore, retention rates. As an entertainment executive, you can use demand data to find new opportunity markets for content distribution and assess the ability of a TV series to drive subscriptions and mitigate churn.
Demand also allows you to ensure your content is being seen by the right audience on your platform. You can identify and track audience preferences and competitor content to ensure that your platform is offering the highest quality shows out there. It can help you with decisions regarding supply and demand, as you can gain insights into opportunities to acquire or produce high-performing content.
In addition, "Ragnarok"'s franchise potential can be analyzed with demand data, helping to understand how to further monetize IP for the show through spin-offs or franchises. This aligns with franchisability, a sixth dimension of the Parrot Pulse, that focuses on a show's spin-off potential.
Demand can also reveal how effective your marketing campaign is around a show. For example, the momentum of "Ragnarok," which measures the pace of growth, is outstanding. At the same time, its Longevity, which measures how well audience demand is maintained over time, is good over a year.
Lastly, stay on top of your game by analyzing the data regularly. Parrot Analytics can give you access to insights that identify potential opportunities for success. By taking advantage of demand data, you can ensure that your platform is offering the highest quality shows out there that your viewers would love to binge-watch.
Ragnarok's travelability to the United Kingdom in the last 30 days is 193%, which means that the audience demand for Ragnarok is 193% of the demand in its country of origin, Denmark. Click through to another market to discover how well Ragnarok travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Netflix‘s Ragnarok 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 Ragnarok, 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 enhanced on April 19, 2024, 2:01 p.m. PST using global demand data from Parrot Analytics for Ragnarok in the United Kingdom. We provide our partners with meaningful media industry know-how to help them drive better and more informed content distribution strategies. Contact us today to find out more.