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, demand data is a key tool to help you make more informed decisions about your content, acquisition, distribution, or programming strategies. Using the example of "Slow Horses," we can see how demand data can be applied to aid in decision-making processes.
Valuing Content: By using demand data, you can estimate the dollar value contribution of any title, to any platform, in any region. For "Slow Horses," we can see that it has a high level of audience demand in the United States, with 8.9 times the audience demand of the average show over the last 30 days, indicating it is a valuable asset. Moreover, this show's global performance across six dimensions including, travelability, longevity, momentum, franchisability, and reach are all outstanding. Using demand data and Parrot Analytics' content valuation system, you can start to unbundling the value of content on any streaming service.
Subscriber Acquisition and Retention: Understanding which titles will help you grow your audience or retain your current audience is an essential aspect of any SVOD platform strategy. With demand data, you can identify which titles have a high demand in your audience's country and use them to attract new subscribers. Looking at "Slow Horses," we see that it has increased in audience demand in the United States by 5.1% in August 2023, which means it could be used to attract new subscribers and keep current ones happy.
Supply and Demand Decisions: Understanding which types of content exhibit opportunities to acquire or produce is important. By using demand data, you can identify which genres are resonating most with the current audience and focus on them to attract new subscribers. Using "Slow Horses" as an example, we can see that it ranks in the 96.4th percentile in the drama genre, which indicates it is a high-performing show. Additionally, we can see which other titles fans of "Slow Horses" are also watching, such as "Ted Lasso," "Succession," and "House Of The Dragon." This information allows you to make informed decisions about what types of content you should produce, acquire or distribute.
Programming Decisions: By measuring the audience demand for a TV series, you can make more informed programming decisions. For example, you can decide whether to renew or cancel a show based on its audience demand. Additionally, you can use demand data to optimize the release strategy for a title. For "Slow Horses," we can see it has a high level of audience demand in its number one market, the United Kingdom. Still, its popularity has decreased over the last 30 days, indicating that it may need some adjustment in its release strategy to maintain its audience.
Competitive Benchmarking: By comparing your content against other titles available on the market, you can make informed decisions about how to promote and market it. Using demand data, we can see how "Slow Horses" compares to other shows in the same genre or category. Additionally, the show's demand data can be used for competitive benchmarking to understand how it stacks up against other recently added titles.
In conclusion, demand data enables strategic decision-making for entertainment executives by answering critical questions about audience, content, programming, and more. Using the example of "Slow Horses," we have seen how demand data can inform content valuation, subscriber acquisition, supply and demand decisions, programming decisions, competitive benchmarking, and a host of other strategic priorities. Working with a partner like Parrot Analytics can help entertainment companies to achieve their best performance by optimizing their content strategies with global demand data.
Slow Horses's travelability to the United States in the last 30 days is 62%, which means that the audience demand for Slow Horses is 62% of the demand in its country of origin, United Kingdom. Click through to another market to discover how well Slow Horses travels internationally.
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Acquire the best shows from partners such as Apple TV+ 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. Slow Horses), 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 Apple TV+‘s Slow Horses 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 Apple TV+ 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 Slow Horses, 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 reconstructed on Sept. 4, 2023, 2 p.m. PST using global television demand datasets from Parrot Analytics for Slow Horses in the United States. We provide our partners with essential TV series insight to help them drive better and more informed content advertising strategies. Contact us today to find out more.
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