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 informed decisions related to content valuation, acquisition, distribution, and programming decisions. Specifically, demand data can help address questions such as how much a TV series is worth, how to value content, how can one estimate cannibalization of audiences if a title is available on multiple services, how to assess the value of exclusivity, among others.
To illustrate how demand data can be leveraged, let's consider "Queer Eye" for the month of March 2024 in the United States. According to Parrot Analytics, "Queer Eye" has an exceptional audience demand, with 10.1 times the audience demand of the average show in the United States over the last 30 days, and has higher demand than 97.7% of all reality titles. During March, audience demand for the show has decreased in the United States by 4.9%, but demand spiked in late March 2024 for the United States.
By analyzing the top 10 global markets where "Queer Eye" is most in-demand over the last 30 days, we can see that the show outperforms the demand of the average TV show (1x) in each of these markets, with the United States being the show's number one market globally.
Content valuation is another area where demand data plays a crucial role. By using Parrot Analytics' content valuation system, executives can determine how much to spend on content, estimate the platform-specific marginal revenue contribution, assess a TV series' ability to drive subscriptions and mitigate churn, and calculate the return on investment a specific title will bring for any given platform, among others. Moreover, comparing the performance of "Queer Eye" on a 1-year rolling basis vs. the last 30 days reveals that its peak demand in the last 30 days increased by 33.5%, which indicates that the show's popularity has increased.
Demand data can also help make better programming decisions. For instance, by examining the shows that fans of "Queer Eye" also like (such as "Fear The Walking Dead", "Black Mirror", "RuPaul's Drag Race", "Forged In Fire", among others), TV executives can identify audience tastes and preferences, which can inform programming decisions. By analyzing the data on how demand is evolving, executives can understand how effective their marketing campaigns are around a show and determine if it is part of the cultural zeitgeist.
In conclusion, demand data is a powerful tool that entertainment executives can use to make informed content valuation, acquisition, distribution, and programming decisions. The case of "Queer Eye" for the month of March 2024 in the United States is an example of how demand data can provide valuable insights into audience preferences and behavior, as well as inform strategic decisions around content.
This is Queer Eye'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 Queer Eye travels internationally.
Answer one question and put our thinking to work on your challenges.
Who are you in the industry?
Capture more value from content opportunities in the United States as well as globally. Contact us now to leverage audience profiling, market-based insights, talent scoring and genre clustering to de-risk production investments. Discover new business opportunities in the Reality genre and assess the strengths and weakness of the competition’s content e.g. Netflix, leading to increased commercial efficiency and ROI.
Support casting decisions with empirical market data for the United States. Contact us now to reveal hidden talent insights, through a combination of affinity and trait analysis, encompassing both global and market-based factors to determine who is truly worth an investment. Discover new business opportunities and assess the strengths and weakness of the competition’s offerings including specific titles such as Queer Eye.
Produce with confidence whilst mitigating downside risks. Contact us now to decrease production risks by combining content genome insights with demand data to increase the likelihood of a successful series: Gain deep insights into character, talent, setting, plot, theme and genre preferences, including Reality. Using audience demand data, explore markets such as the United States to discover lucrative new sales opportunities whilst evaluating the expected ROI for new series acquisitions such as Queer Eye from partners like Netflix.
Studios in the United States are now empowered to fuse art with science for the next global hit. Contact us to gain deep insights into target audiences’ character, talent, setting, plot, theme and genre preferences (e.g. Reality) - for both local and global content. Find the best performing concepts with demand-driven concept testing and development. Apply talent demand to gain a holistic view of future content performance, pre-development.
Are you seeking distribution for Queer Eye? Lead global content negotiations with authority. Contact us now to discover if you should prioritize markets such as the United States, based on country-specific audience demand - including territories where commercial rights have not yet been granted. Apply a demand-based framework to negotiations with potential distribution partners such as Netflix to maximize the deal value. Assess the strengths and weakness of the competition’s content, leading to increased commercial efficiency and ROI.
Maximize advertising revenues from new audiences in the United States. Contact us now to leverage a return-focused selection criteria for title acquisition from Netflix by incorporating country-specific trend and market demand factors. Appeal to audience interests using demand-driven advertising and personalize campaigns to capitalize on pre-release demand for specific titles such as Queer Eye. Access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles that have not even been released.
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. Queer Eye), 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.
Command your Reality genre niche with maximum net subscriber adds. Contact us now to harnesses audience demand data to gain insights for growing and keeping a subscriber base. Leverage a return-focused selection criteria for title acquisition from partners such as Netflix by incorporating country-specific trend and market demand factors for all markets including the United States. Appeal to the individuality of your audience base, taking into consideration the unique and limitless characteristics of taste clusters.
Deploy high impact entertainment marketing strategies across all genres including Reality. Contact us now to deploy demand-driven marketing, the only empirical earned media measure of your marketing spend. Access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles such as Queer Eye, including those that have not even been released. Appeal to your target markets, including the United States, based on audience interests, enabling the personalization of campaigns to capitalize on pre-release demand.
Our TV audience measurement dataset is truly global. Discover how popular Netflix‘s Queer Eye 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 Queer Eye, for example, can be assessed for a market e.g. United States, which can then be benchmarked against genre averages (e.g. Lifestyle Reality), using our globally standardized Demand Expressions® metric.
This page has been altered on April 22, 2024, 2:01 p.m. PST using demand datasets from Parrot Analytics for Queer Eye in the United States. We provide our partners with comprehensive subscription-video-on-demand know-how to help them drive better and more informed content partnership strategies. Contact us today to find out more.