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, it is essential to understand how audience demand data can help you make informed decisions about content acquisition, distribution, programming, and content valuation. Using the example of "GLOW," we can highlight several ways in which demand data can be leveraged for decision-making.
One way content valuation is done is by using demand data to answer the question "How much is my series worth?" Parrot Analytics content valuation system utilizes demand data to determine the dollar value contribution of a title to any platform in any region. "GLOW" has an outstanding demand of 9.4 times the average show in the United States over the last 30 days. Therefore, it would be valuable to any platform interested in acquiring or distributing content in the United States. The demand data can provide platforms with an economic valuation system for their content.
Demand data also indicates content's popularity and helps to make informed programming decisions. Using "GLOW" as an example, its demand has been increasing recently, and although the demand for the show decreased by 9.1% during March 2024 in the United States, its demand spiked at the end of the month. This information shows that programming the show at the end of March may help retain subscribers and improve engagement as the show's demand is expected to rise.
Entertainment executives at studios and TV production companies can leverage demand data to make informed decisions about content creation and acquisition for their audience. They can use demand data to answer questions like "What types of content exhibit opportunities to acquire or produce?" Demand data on "GLOW" shows that it's in high demand in the United States, Canada, Germany, Sweden, Romania, Australia, the United Kingdom, Switzerland, and France. Thus, creating similar content in these markets could help these companies acquire new subscribers and retain existing ones.
For content distribution decision-making, demand data on "GLOW" exhibits its global performance across six dimensions measured by the Parrot Pulse, including travelability, longevity, momentum, franchisability, and reach. The data reveals that "GLOW" has good and okay performances in all dimensions with the outstanding reach measure. This information can help linear network, pay-TV, and content distributor executives make informed decisions about the show's distribution in markets with high demand.
Lastly, demand data can help answer questions around content marketing. Businesses that partner with a show based on the affinity analysis of its fans can expand their audience by advertisement in the show or on the show's merchandise. Therefore, determining the affinity cluster of "GLOW" fans and others like them can help marketers target the right audience accurately.
In conclusion, leveraging audience demand data can provide entertainment executives with valuable insights that help with content acquisition, distribution, programming, and content valuation decisions. As seen with "GLOW," understanding the metrics can provide a competitive advantage in the market.
This is GLOW'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 GLOW travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Netflix‘s GLOW is in any of the following selected markets. Need data for other markets? Find out more about DEMAND360LITE.
Over the last 7 days, people who watch GLOW also watch:
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 GLOW, for example, can be assessed for a market e.g. United States, which can then be benchmarked against genre averages (e.g. Comedy Drama), using our globally standardized Demand Expressions® metric.
This page has been amended on April 22, 2024, 2 p.m. PST using global demand content analytics from Parrot Analytics for GLOW in the United States. We provide our partners with meaningful television series competencies to help them drive better and more informed content partnership strategies. Contact us today to find out more.
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