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, you can use demand data to make more informed programming decisions that can ultimately improve the performance of your platform. By analyzing demand data from Parrot Analytics on popular TV series like "In The Dark" in the United States in March 2024, you can gather insights, which can inform your content valuation, acquisition, distribution, and programming decisions.
Content valuation is the process of assessing the worth of a show or library based on its demand relative to the market or to other similar programs. Using Parrot Analytics content valuation system, you can quantify the exact contribution of any title to any platform in any region. For example, you can use demand data for In The Dark, which has a demand that is 6.6 times the audience demand of the average show in the United States for the last 30 days. The high demand of the show indicates that it has a good value, and only 8.6% of all TV shows in the US have this level of demand. The decreasing demand for In the Dark in the last few days does not necessarily mean that the show is losing value. You can monitor demand data over a more extended period to understand its longevity and measure its ability to maintain audience demand over the long term, indicating good content valuation.
Additionally, demand data can guide acquisition decisions by identifying content that is resonating well with audiences and which you can acquire or produce. In the case of "In The Dark," you can identify other shows that fans of the series are also interested in and use the insights to expand your content library using Parrot's comparative data metrics. By examining the top ten global markets where "In The Dark" is most in-demand, you can also identify new market opportunities, such as Brazil, Switzerland, and Netherlands, where demand is high, and use the insights to scale up the acquisition of content in these regions.
Furthermore, demand data can inform your distribution decisions by showing you which platforms you should target, in which region, and with which specific show. Here, travelability and reach come into play. Travelability is the quantification of a show's international demand relative to its home market, while reach is the number of people expressing demand for a show. In the case of "In The Dark," the show outperforms the demand of the average TV show in its top ten global markets, indicating an opportunity to expand content distribution in these regions.
Programming decisions regarding show scheduling and marketing strategies can also be informed through demand data. The demand spike observed in late March 2024 can be analyzed to understand why the show saw such an increase and whether it's due to a marketing push or a peak in interest in the show. Additionally, affinity analysis and genre popularity can inform the selection of lucrative production opportunities and the decision to produce spin-offs or franchises. By knowing the genres that are resonating most with your audience, you can also optimize release strategies and pricing to improve audience engagement.
In conclusion, demand data, from Parrot Analytics, can be used by entertainment executives to make more informed decisions regarding content valuation, acquisition, distribution, and programming. The case study of "In The Dark" in the United States in March 2024 demonstrates how demand data can give insights into the value of a show, identify new market opportunities, inform acquisition decisions, guide distribution strategies, and support programming decisions.
This is In The Dark'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 In The Dark travels internationally.
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Over the last 7 days, people who watch In The Dark 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 the cw 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 In The Dark, 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 regenerated on April 22, 2024, 2:03 p.m. PST using demand data from Parrot Analytics for In The Dark in the United States. We provide our partners with comprehensive TV series workflows to help them drive better and more informed content sales strategies. Contact us today to find out more.
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