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.
Heartstopper, a British teen romance series, has been making waves in the United States. With 22.8 times the audience demand of the average show in the country over the last 30 days, demand for Heartstopper is nothing short of exceptional. Only a mere 2.7% of all TV shows possess this level of demand, further highlighting the series' immense popularity.
Using demand data can be incredibly helpful in making informed programming, content, acquisition, and distribution decisions. Content valuation, in particular, utilizes demand data to determine the worth of a title, the value of a content library, its ability to drive subscriptions and reduce customer churn, and how exclusivity can affect its value.
For instance, measuring the demand for "Heartstopper" by comparing it to the average TV show in the United States, it stands out with 22.8 times more demand. This figure alludes to the tremendous value of the show, which network executives can evaluate in terms of licensing, selling or buying the show for their streaming services. Likewise, executives can use Heartstopper's outstanding demand to assess how it can perform globally.
An in-depth analysis of Heartstopper also shows how demand data helps content producers make decisions and strategize. For example, the show has seen a steady increase in demand over the last 90 days, which rose by 14.6% in August in the United States. Through this, using such data, producers can decide when to release new episodes for maximum engagement with their audience.
Another way that producers can use the data is to identify fans' affinity for certain shows and use that for product or talent recommendations. For instance, Parrot Analytics analysis of Heartstopper's audience reveals that other shows that fans of the series also like are "Foundation," "The Lincoln Lawyer" and "The Afterparty." Consequently, producers could experiment with product or talent based on such insight to acquire or retain subscribers to their streaming platforms.
Moreover, demand data can provide valuable insights into global trends regarding how the appetite for specific content sustains itself over time. This is where Parrot Pulse comes in, which examines a series' global reach, travelability (potential to travel internationally), momentum, franchisability (spin-off potential), and longevity. Looking at Heartstopper's performance in the last one-year rolling basis versus the last 30 days, it is apparent that it has become more popular, especially as it peaked at 34.5 times the title average in the last 30 days.
In conclusion, Heartstopper is an excellent example of how demand data can provide valuable insights into programming, making a content decision, distribution strategy, and content valuation. By utilizing demand data, executives can make more informed decisions about their content, understand their audience better, and optimize their programming for maximum return on investment.
Heartstopper's travelability to the United States in the last 30 days is 92%, which means that the audience demand for Heartstopper is 92% of the demand in its country of origin, United Kingdom. Click through to another market to discover how well Heartstopper travels internationally.
Answer one question and put our thinking to work on your challenges.
Who are you in the industry?
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 Heartstopper.
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 Heartstopper 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 Heartstopper? 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 Heartstopper. 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. Heartstopper), 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 Heartstopper, 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 Heartstopper 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 Heartstopper, for example, can be assessed for a market e.g. United States, which can then be benchmarked against genre averages (e.g. Romantic Drama), using our globally standardized Demand Expressions® metric.
This page has been revised on Sept. 4, 2023, 2:02 p.m. PST using television demand datasets from Parrot Analytics for Heartstopper in the United States. We provide our partners with deep TV industry know-how to help them drive better and more informed content partnership strategies. Contact us today to find out more.