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.
Dear entertainment executives,
Are you looking for a way to gain insights into the performance and value of your content? Look no further than Parrot Analytics' content valuation system, powered by global audience demand and supply.
Let's take a look at "The Last Kingdom" as an example. With an outstanding demand of 13.5 times the average show in the United Kingdom over the last 30 days, the series has been performing very well, ranking at the 99.5th percentile in the history genre. By analyzing how the demand for "The Last Kingdom" compares with other TV series and genres, you can get a better idea of its value, and how much your platform, production company or distributor should consider investing in similar content.
The demand data for "The Last Kingdom" can also help you to make content acquisition decisions, as it shows that the show has high potential in global streaming, hence can help to drive subscriptions and mitigate churn. In addition, by analyzing the top 10 global markets where the show has the most demand, you can identify potential new markets and opportunities for distribution. For instance, with an outstanding audience demand of 10.7x in the United Kingdom, it is clear that this territory should be a priority for the licensing of this content.
Furthermore, understanding audience demand can inform your programming decisions. For example, knowing that viewers who watched "The Last Kingdom" also enjoy shows like "True Detective", "Foundation", "Loki", "Halo", "House Of The Dragon", "For All Mankind", "The Mandalorian", "The Lord Of The Rings: The Rings Of Power" and "Stranger Things" can help you to identify similar titles to acquire or produce. This can also help in marketing and pre-release publicity activities, which can assist in building momentum among target audiences before and during the launch period - as can be seen with theater demand spiking in late March 2024 in the United Kingdom.
Additionally, demand can inform your reach and retention strategies. You can use the data to figure out which titles are likely to keep existing viewers of your platform engaged, while also identifying titles that will help attract new audiences and grow your platform. This is reflected in the "The Last Kingdom"'s travelability and franchisability, highlighting the potential for a loyal fanbase and success in potential spin-offs, which showcase the long-term value and success of the title.
In summary, Parrot Analytics' content valuation system can help you to understand the value and performance of your content by analyzing global audience demand and supply. "The Last Kingdom" is just one example of how content executives can benefit from analyzing demand data to understand content valuation in terms of positioning, acquisition, distribution, programming, marketing and retaining audiences. Partner with us to gain deeper insights into your content's demand and its impact on your audience!
This is The Last Kingdom's home market and therefore its travelability is 100%; the travelability of a TV show's market of origin is always 100%. Click through to another market to discover how well The Last Kingdom travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Netflix‘s The Last Kingdom 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 The Last Kingdom, for example, can be assessed for a market e.g. United Kingdom, which can then be benchmarked against genre averages (e.g. Historical Drama), using our globally standardized Demand Expressions® metric.
This page has been adjusted on April 22, 2024, 2:01 p.m. PST using global tv demand datasets from Parrot Analytics for The Last Kingdom in the United Kingdom. We provide our partners with valuable TV industry workflows to help them drive better and more informed content marketing strategies. Contact us today to find out more.