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.
Demand data is a powerful tool that can inform strategic decision making across the entire entertainment industry. The analysis of "Orange Is The New Black" for the month of August 2023 in the United States serves as an excellent case study on how demand data can be utilized to make informed content, acquisition, distribution, and programming decisions. Let's explore some of the questions that can be answered by analyzing demand data and how it relates to content valuation.
Content Valuation: The Parrot Analytics content valuation system is based on demand data and can reveal the dollar value contribution of any title to any platform in any region. By using demand data, streaming platforms can determine the value of a specific title, the ROI it can bring to the platform, and estimate cannibalization of audiences if a title is available on multiple services. In the United States, "Orange Is The New Black" has 16.5 times the audience demand of the average show and ranks at the 98.9th percentile in the drama genre. These numbers indicate that this show is an exceptional asset and has significant value to any platform that acquires it.
Acquisition Decision: Demand data can inform acquisition decisions by assessing the value of exclusivity, indicating the type of content that exhibits opportunity to acquire or produce, and quantifying the platform-specific marginal revenue contribution. By using demand data, a content distributor can assess whether a specific title is worth buying and determine how much to spend on content. In the United States, "Orange Is The New Black" has outstanding audience demand and is an excellent acquisition for any platform looking to attract and retain subscribers.
Distribution Decision: Knowing the top global markets where a show is in demand enables distributors to plan their regional content strategy better. Demand data can also inform decisions about the platforms to target for distributing content. "Orange Is The New Black" outperforms the demand of the average TV show in each of the top 10 global markets analyzed, with the United States being its strongest market. This data suggests that the show has the potential to perform well in other markets and could be a promising asset for any distributor planning to expand its global reach.
Programming Decision: Programming decisions can be optimized by determining optimal release strategy and pricing, measuring how effective a marketing campaign is, and identifying the type of content that resonates with viewers. Demand data can also be used to calculate the ROI a specific title will bring for any given platform and assess a TV series' ability to drive subscriptions and mitigate churn. For "Orange Is The New Black," the trend in the United States is a gradual decline in demand with a spike towards the end of August. Knowing this information can inform programming decisions and help content producers and distributors optimize their release strategies.
In conclusion, demand data is a powerful tool that can help entertainment executives across the industry make more informed content, acquisition, distribution, and programming decisions. The analysis of "Orange Is The New Black" for the month of August 2023 in the United States provides an excellent case study on how demand data can inform strategic decision making, and highlights the potential value that a show with outstanding demand holds for any platform or distributor.
This is Orange Is The New Black'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 Orange Is The New Black travels internationally.
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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 Orange Is The New Black, 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 modified on Sept. 30, 2023, 2 p.m. PST using demand content analytics from Parrot Analytics for Orange Is The New Black in the United States. We provide our partners with meaningful SVOD analyses to help them drive better and more informed content investment strategies. Contact us today to find out more.