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, the use of demand data can be crucial in making informed content, acquisition, distribution, and programming decisions. In this regard, we shall analyze the recently aired TV show "Helluva Boss" in January 2024 in the United States to demonstrate how demand data can be utilized for optimal decision-making.
The show had 27.9 times the audience demand of the average title in the United States over the last 30 days, indicating outstanding demand and higher audience appeal compared to most other shows. Also, based on the show's increased demand, it ranks in the 99.5th percentile in the comedy genre in January 2024. This means that the show has higher demand than 99.5% of all comedy shows in the United States, making it an attractive acquisition for any TV executive looking for comedy content.
Additionally, the increase of demand of 45.1% in January 2024 indicates that the show has a growing audience, which can inform production companies or distributors. Further, by analyzing the top ten global markets where "Helluva Boss" is most in-demand over the last 30 days, we find that this TV series outperforms the demand of the average TV show (1x) in each of these markets. The United States is the show's number one market globally, followed by Russia, the United Kingdom, Canada, Australia, Iceland, Hungary, Ukraine, and Puerto Rico.
Demand data can also help executives determine the optimal release strategy and pricing. In this regard, Helluva Boss was most in-demand at the end of January, indicating the optimal time to release the show for the next season or the opportunity to promote the show at that time.
Moreover, Parrot Analytics' "demand data" can be useful in content valuation. Based on the insights provided above, executives can determine the value of "Helluva Boss" in the market, assess its cannibalization effect on other shows, and estimate how it'll be a strategic asset for a streaming platform. Also, executives can evaluate how the show drives engagement across the rest of the catalog, calculate the ROI it will bring, assess its ability to drive subscriptions and reduce churn.
In conclusion, demand data provides significant insights that can help entertainment executives make informed content, acquisition, distribution, and programming decisions. By analyzing the demand data of "Helluva Boss," we observed that the show holds high viewership in the United States and several other countries, has increasing demand, and is an attractive acquisition asset for any executive seeking comedy content.
This is Helluva Boss'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 Helluva Boss travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular youtube‘s Helluva Boss 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 youtube 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 Helluva Boss, for example, can be assessed for a market e.g. United States, which can then be benchmarked against genre averages (e.g. Adult Comedy), using our globally standardized Demand Expressions® metric.
This page has been enhanced on Feb. 27, 2024, 1:02 p.m. PST using demand content analytics from Parrot Analytics for Helluva Boss in the United States. We provide our partners with smart TV insight to help them drive better and more informed content marketing strategies. Contact us today to find out more.