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.
An in-depth analysis of "The Crown" using Parrot Analytics demand data for the month of March 2024 in the United States can help executives in various roles make better-informed decisions. As a global entertainment analytics company, Parrot Analytics uses audience demand data to provide insights that can be used to inform content selection, acquisition, distribution, and programming strategies.
Firstly, content valuation uses demand data to answer critical questions like how much a series is worth, baseline value of a title, and how exclusivity can be assessed. Using Parrot Analytics' content valuation system based on demand data, content executives can determine how much to spend on content. For instance, with "The Crown," its outstanding demand data that far exceeds the title average in the United States indicates that it is a strategic asset for streaming platforms, reducing churn, and attracts new subscribers.
Secondly, demand data enables valuing IP globally, as shown by Parrot Analytics' ability to rank the top 10 global markets for "The Crown" over the last 30 days. An understanding of what content is most popular in different markets can inform content decisions, acquisition, distribution, and programming strategies.
Thirdly, demand data helps executives with supply and demand decisions by indicating what kind of content provides an opportunity to acquire or produce. By deducing that "The Crown" has a higher demand compared to the title average in biography genre and that it outperforms the demand of the average TV show in different markets, executives can focus on producing or acquiring content that can be in high demand.
Fourthly, demand data helps executives make decisions concerning subscriber acquisition, retention, and leveraging marketing campaigns. In the case of "The Crown," Parrot Analytics revealed that audience demand decreased by 7.8% in the United States in March 2024, indicating that it could lead to a reduction in subscriber retention. Still, the spike in demand data occurring towards the end of the month could be leveraged to retain or acquire new subscribers.
Finally, demand data powers discovery and recommendations, allowing content to get in front of the right people on the appropriate platforms. Understanding and analyzing the show's metadata helps with strategy planning, including release strategy, financing, and production planning across 6-seasons and 60 episodes.
In conclusion, Parrot Analytics uses demand data to provide data-driven insights to entertainment executives working across various roles in the industry. Using "The Crown" as a case study, it is evident how demand data powers strategic decision-making across content valuation, global content trends, supply and demand decisions, subscriber acquisition and retention, and discovery and recommendations. This data can be used to inform strategies on producing, acquiring, distributing, and programming content that better aligns with audience preferences.
The Crown's travelability to the United States in the last 30 days is 87%, which means that the audience demand for The Crown is 87% of the demand in its country of origin, United Kingdom. Click through to another market to discover how well The Crown 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 The Crown, for example, can be assessed for a market e.g. United States, which can then be benchmarked against genre averages (e.g. Historical Drama), using our globally standardized Demand Expressions® metric.
This page has been adjusted on April 22, 2024, 2:04 p.m. PST using global demand content analytics from Parrot Analytics for The Crown in the United States. We provide our partners with essential OTT expertise to help them drive better and more informed content sales strategies. Contact us today to find out more.