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.
Entertainment executives are increasingly relying on audience demand data to make informed content decisions, investments, distribution, and programming choices and Parrot Analytics can help them with this. By using the example of "Locke & Key", let us demonstrate how Parrot Analytics' demand data can provide valuable insight.
When it comes to content valuation, executives would be interested to know how much a particular series is worth and how it is performing relative to other shows in the market. Using demand data, executives can answer questions such as 'how popular is my show relative to the market average, and are there any spikes or dips in demand?' For example, "Locke & Key" has 5.9 times the audience demand of the average show in the United States over the last 30 days, indicating that demand for the show is good. However, the fact that the demand for the show been decreasing recently shows that right now it is less popular than it was in the perfect peak time. So, using demand data as a key component in content valuation can help executives make more informed decisions when making investment decisions.
Demand data also can provide valuable information about audience preferences, which can be useful when making acquisition decisions. When executives are looking for new titles to acquire, they want to know which shows are currently popular and resonate with their audience. Moreover, understanding which shows audiences favor can help with programming decisions. By analyzing data, executives can answer questions such as 'What other shows do fans of "Locke & Key" also like?' When it comes to "Locke & Key", other popular shows among fans include "The Witcher," "Foundation," and "Loki," which can be taken into consideration when deciding which shows to acquire or program.
Demand data can also help executives with distribution decisions by providing insights into demand in specific geographic locations. For instance, Russia is the top global market for "Locke & Key" with outstanding audience demand of 5.9x, followed by the United States where demand is good. This information could be valuable when deciding which markets to distribute this content, as executives want to make sure they are targeting the right market and people who are most likely to appreciate the content.
In conclusion, Parrot Analytics' demand data can help executives make informed decisions concerning content valuation, investment, programming and distribution decisions when produced appropriately. Working with expert firms like Parrot Analytics to analyze audience demand data can provide valuable insights into viewer preferences and inform executive decisions.
This is Locke & Key'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 Locke & Key travels internationally.
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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. Locke & Key), 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.
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Our TV audience measurement dataset is truly global. Discover how popular Netflix‘s Locke & Key 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 Locke & Key, for example, can be assessed for a market e.g. United States, which can then be benchmarked against genre averages (e.g. Fantasy Drama), using our globally standardized Demand Expressions® metric.
This page has been enhanced on Nov. 27, 2023, 1:03 p.m. PST using analytics from Parrot Analytics for Locke & Key in the United States. We provide our partners with smart media industry know-how to help them drive better and more informed content sales strategies. Contact us today to find out more.