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 leverage demand data to make more informed content acquisition decisions. Let's take the example of the TV series "One Of Us Is Lying" and analyze how its demand performances in January 2024 in the United States can provide insights into programming decisions.
Using demand data, entertainment executives can value a TV series like "One Of Us Is Lying." Demand data will help to provide answers to questions such as: How much is the show worth? What is the baseline value of this content? How is the series performing as an acquisition-driving or churn-reducing title? In January 2024, "One Of Us Is Lying" had 2.9 times the audience demand of the average show in the United States. This level of demand is worth considering when determining the value of the show in the market.
Demand data can help entertainment executives to assess a TV series' ability to drive subscriptions and mitigate churn. By analyzing "One Of Us Is Lying's" demand data, it shows that the audience demand for the show has increased in the United States by 7.2%. Comparing its performance in the last 30 days with the 1 year rolling basis, the show has increased in popularity by 67.9%. This information is helpful when evaluating the acquisition or renewal of a show as it shows a positive trend in demand over time.
In terms of content acquisition, demand data can help executives find new markets for content distribution, and it can also provide insights into taste clusters to which a particular series appeals. Using the example of "One Of Us Is Lying," executives can see that the show is most popular in the United States, although it outperforms the average TV show in all the top ten global markets identified. The ability to efficiently map these regional tastes and preferences allows executives to make data-driven decisions on acquiring shows that will resonate with their audience in different parts of the world.
Demand data can be helpful in making programming decisions. For instance, executives can leverage demand data to identify other similar shows that fans of "One Of Us Is Lying" like. Some of the shows that people tend to watch alongside "One Of Us Is Lying" are "Below Deck Sailing Yacht," "Shark Tank," and "Curb Your Enthusiasm." By evaluating this data, executives might decide to program those similar shows around the same time slot, thereby allowing for a better understanding of their audience preferences.
Finally, executives can leverage demand data to identify the best platforms and networks fit for their content. The Parrot Pulse for "One Of Us Is Lying" provides an independent measure of its global performance, including worldwide audience demand and travelability. Travelability measures the show's international demand relative to its home market. In this case, "One Of Us Is Lying" received an okay rating. Executives can use this information to identify the best regions to distribute their content.
To sum up, by leveraging demand data, entertainment executives can make more informed decisions regarding content acquisition, distribution, and programming. "One Of Us Is Lying" analysis in January 2024 in the United States showcased some of the ways executives can use demand data to gain insights into the performance of a show and the potential benefits of making strategic decisions informed by this data.
This is One Of Us Is Lying'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 One Of Us Is Lying travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Netflix‘s One Of Us Is Lying 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 One Of Us Is Lying, for example, can be assessed for a market e.g. United States, which can then be benchmarked against genre averages (e.g. Crime Drama), using our globally standardized Demand Expressions® metric.
This page has been revised on March 29, 2024, 4:38 a.m. PST using global television demand metrics from Parrot Analytics for One Of Us Is Lying in the United States. We provide our partners with comprehensive TV industry workflows to help them drive better and more informed content licensing strategies. Contact us today to find out more.