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.
If you're an entertainment executive looking to make more informed content decisions for your platform or network, analyzing a show's demand data is crucial. The case of "Lupin" in March 2024 in the United States perfectly illustrates how demand data can be used to make content, distribution or programming-related decisions.
First off, let's start with content valuation. Parrot Analytics' content valuation system provides platforms and TV networks a dollar value contribution of any title, to any platform, in any region, using demand data. As per our analysis, "Lupin" achieved 7.3 times the audience demand of the average show in the United States, indicating it is popular or in high demand. This demand can be leveraged to calculate the content's potential worth to a platform or network, identifying its potential to drive subscriptions and mitigate churn. Demand data can also help networks categorize content, dissecting their respective value to a platform, be it exclusive licensing or other opportunities to serve subscriber needs better.
Secondly, demand data aids in making informed acquisition decisions. By comparing "Lupin" to other shows, like "Loki", "The Witcher" and "Reacher," we can determine which titles are resonating with audiences and assess their worth to a particular platform. Furthermore, examining the worldwide audience demand across all platforms, its travelability, and franchisability can give insight into which titles have the best potential for global expansion, spin-offs, and franchises. Looking at the travelling index, we see that "Lupin's" demand in the United States was 49% of the demand in France, the show's country of origin. Thus, we can safely assume there may be potential for the title to succeed internationally.
Thirdly, demand data supports the positioning of programming decisions. By analyzing the show's rankings and its performance against the title average, we can measure the show's relative success and growth potential. While "Lupin" dropped in its United States ranking by 120 spots during March, its performance remained well above average, with the show holding its place at 95.5th percentile in the drama genre. Furthermore, while demand decreased by 10.6%, it soared in late March, indicating potential for strategic scheduling and promotion around the show.
Fourthly, demand data helps content distributors calculate the reach of a title, which enables them to map local white spaces and identify which titles may attract new subscribers to their SVOD service. Examining the top 10 global markets where "Lupin" is in-demand over the last 30 days, we see that the TV series outperforms the demand of the average TV show in each of these markets: France is "Lupin"'s number one market globally with an outstanding audience demand of 12.0x, while it also performs very well in Russia, Italy, and the Netherlands.
Finally, by looking at the show's longevity, momentum and reach, entertainment executives can assess the title's marketing campaign effectiveness and position in the cultural zeitgeist, identify tastes and how fandom can be leveraged in recommending other shows. With a long window of demand data, insights can be applied to suggest new ways of packaging catalog content for greater engagement and customer retention.
In conclusion, Parrot Analytics' demand data can aid entertainment executives in making informed content, acquisition, distribution, and programming-related decisions. The case of "Lupin" in March 2024, in the United States, highlights how demand data reveals the dollar value contribution of any title, assesses its worth to a platform, measures its success and growth potential, identifies white space, and helps map global expansion opportunities, position programming decisions, and assesses marketing effectiveness and fandom to maximize audience engagement.
Lupin's travelability to the United States in the last 30 days is 53%, which means that the audience demand for Lupin is 53% of the demand in its country of origin, France. Click through to another market to discover how well Lupin travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Netflix‘s Lupin 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 Lupin, for example, can be assessed for a market e.g. United States, which can then be benchmarked against genre averages (e.g. Mystery Drama), using our globally standardized Demand Expressions® metric.
This page has been refreshed on April 22, 2024, 2:04 p.m. PST using demand metrics from Parrot Analytics for Lupin in the United States. We provide our partners with extensive television insight to help them drive better and more informed content marketing strategies. Contact us today to find out more.