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 constantly seeking ways to make more informed content, acquisition, distribution, or programming decisions. Parrot Analytics' demand data is an essential tool for developing an evidence-based strategy that can help you stand out in the competitive market. The success story of the German production "Dark" in February 2024 offers various insights into how you can leverage demand data to make informed decisions. Let's explore these insights by answering some questions.
Content Valuation:
- How can you determine the value of a content library or an individual series to your platform?
Parrot Analytics content valuation system can help quantify the dollar value contribution of any title to any platform in any region, based on global content demand and supply. For instance, the demand data for "Dark" in February 2024 shows that it has an outstanding demand, thirteen times higher than the average show in the United States. Meanwhile, Dark's travelability is outstanding, meaning it has a high potential for global SVOD expansion. Therefore, it can be concluded that "Dark" is a valuable asset that can attract and retain subscribers from all over the world.
Programming and Distribution Decisions:
- How can you optimize your marketing campaign for your upcoming content release?
Parrot Analytics' demand data can help you determine the best release strategy for your content. Suppose "Dark" had a marketing campaign scheduled in February 2024. In that case, the demand spike that occurred towards the end of the month could have been utilized to optimize the marketing campaign. The spike indicates that more people were becoming interested in the title, and it would have been an excellent opportunity for the producers to capitalize on this trend by upping the promotional spend levels.
- Which platforms should you target for the distribution of your content?
By analyzing the demand for "Dark" across the various global markets, its franchisability (spin-off potential) and reach (the number of people expressing demand for a show), Parrot Analytics can provide insights into the audience of a specific show. Examining the top 10 global markets where "Dark" is most in-demand demonstrates that this TV series outperforms the demand of the average TV show (1x) in each of these markets. From this analysis, it's clear that "Dark" could serve as a valuable addition to any SVOD platform, pay-tv network, or linear network that seeks to attract and retain audiences interested in the drama genre.
- How can you find new opportunity markets for content distribution?
Demand data can help you uncover under-monetized or untapped markets. For example, "Dark" has outstanding demand across various global markets, and it attracts audiences in countries where it is not the show's country of origin. In February 2024, the United States demand for "Dark" was outstanding. This success story can inspire film studios, TV networks, or pay-tv providers to use demand intelligence to identify untapped audiences and territories where similar content could find success.
Audience Retention and Acquisition:
- Which titles should you buy if you want to keep your current audience happy?
Demand data can help you understand which titles resonate with the current audience. For instance, fans of "Dark" are also interested in titles like "Rick And Morty", "Stranger Things", and "Black Mirror". A strong similarity to established content could drive a significant retention audience, as demand for these shows could indicate that they share the same or similar audience.
- Which titles should you buy if you want to grow your audience?
Demand data can help you understand which titles could attract audiences interested in the content you're offering. Based on the fanbase composition mentioned above, producers or studios could easily use this information to help attract new audiences based on observational insights.
In conclusion, demand data generated by Parrot Analytics can help TV executives make informed decisions about content, acquisition, distribution, or programming. By examining demand data for shows like "Dark" across different regions or timeframes, SVOD platforms, pay-tv networks, or linear networks can gain insights into audience preferences, which can inform their strategy. By leveraging this data, executives can make more informed, data-driven decisions that enable them to increase audience share, secure valuable content, and grow their businesses.
Dark's travelability to the United States in the last 30 days is 84%, which means that the audience demand for Dark is 84% of the demand in its country of origin, Germany. Click through to another market to discover how well Dark travels internationally.
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Capture more value from content opportunities in the United States as well as globally. Contact us now to leverage audience profiling, market-based insights, talent scoring and genre clustering to de-risk production investments. Discover new business opportunities in the Drama genre and assess the strengths and weakness of the competition’s content e.g. Netflix, leading to increased commercial efficiency and ROI.
Support casting decisions with empirical market data for the United States. Contact us now to reveal hidden talent insights, through a combination of affinity and trait analysis, encompassing both global and market-based factors to determine who is truly worth an investment. Discover new business opportunities and assess the strengths and weakness of the competition’s offerings including specific titles such as Dark.
Produce with confidence whilst mitigating downside risks. Contact us now to decrease production risks by combining content genome insights with demand data to increase the likelihood of a successful series: Gain deep insights into character, talent, setting, plot, theme and genre preferences, including Drama. Using audience demand data, explore markets such as the United States to discover lucrative new sales opportunities whilst evaluating the expected ROI for new series acquisitions such as Dark from partners like Netflix.
Studios in the United States are now empowered to fuse art with science for the next global hit. Contact us to gain deep insights into target audiences’ character, talent, setting, plot, theme and genre preferences (e.g. Drama) - for both local and global content. Find the best performing concepts with demand-driven concept testing and development. Apply talent demand to gain a holistic view of future content performance, pre-development.
Are you seeking distribution for Dark? Lead global content negotiations with authority. Contact us now to discover if you should prioritize markets such as the United States, based on country-specific audience demand - including territories where commercial rights have not yet been granted. Apply a demand-based framework to negotiations with potential distribution partners such as Netflix to maximize the deal value. Assess the strengths and weakness of the competition’s content, leading to increased commercial efficiency and ROI.
Maximize advertising revenues from new audiences in the United States. Contact us now to leverage a return-focused selection criteria for title acquisition from Netflix by incorporating country-specific trend and market demand factors. Appeal to audience interests using demand-driven advertising and personalize campaigns to capitalize on pre-release demand for specific titles such as Dark. Access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles that have not even been released.
Acquire the best shows from partners such as Netflix to fortify your competitive position in the United States. Contact us now to access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles (e.g. Dark), including those that have not even been released. Leverage a return-focused selection criteria for title acquisition by incorporating country-specific trend and market demand factors.
Command your Drama genre niche with maximum net subscriber adds. Contact us now to harnesses audience demand data to gain insights for growing and keeping a subscriber base. Leverage a return-focused selection criteria for title acquisition from partners such as Netflix by incorporating country-specific trend and market demand factors for all markets including the United States. Appeal to the individuality of your audience base, taking into consideration the unique and limitless characteristics of taste clusters.
Deploy high impact entertainment marketing strategies across all genres including Drama. Contact us now to deploy demand-driven marketing, the only empirical earned media measure of your marketing spend. Access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles such as Dark, including those that have not even been released. Appeal to your target markets, including the United States, based on audience interests, enabling the personalization of campaigns to capitalize on pre-release demand.
Our TV audience measurement dataset is truly global. Discover how popular Netflix‘s Dark 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 States, 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 Dark, for example, can be assessed for a market e.g. United States, which can then be benchmarked against genre averages (e.g. Fantasy Drama), using our globally standardized Demand Expressions® metric.
This page has been reconstructed on March 28, 2024, 7:52 a.m. PST using global television demand datasets from Parrot Analytics for Dark in the United States. We provide our partners with essential SVOD competencies to help them drive better and more informed content investment strategies. Contact us today to find out more.