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.
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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.
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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.
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