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 executive working at an OTT platform or any other entertainment company, understanding audience demand provides valuable insights to make informed content, acquisition, or distribution decisions. Looking at the case of "The Diplomat" in March 2024 in the United States, Parrot Analytics analyzed the show's demand to provide comprehensive information for decision-making.
One of the main benefits of demand data is content valuation, which can reveal the dollar value contribution of any title, to any platform, in any region. Hence, using demand data, executives can determine how much to spend on content and assess a TV series' ability to drive subscriptions and mitigate churn. In the case of "The Diplomat," with the demand data showing its decreasing popularity, executives from a distribution company or studio can utilize this information as a critical tool when considering this content's value in their catalog.
Demand data can also inform decisions on supply and demand. Based on the insights that can be derived from the audience demand data, executives can understand which content has the potential to gain new followers and capitalize on acquisition opportunities by producing or acquiring that particular type of content.
Moreover, demand data can provide insights concerning subscriber retention and acquisition strategies. By identifying which titles resonate with the current audience and which titles will attract new subscribers, executives can make more data-driven decisions on programming content and negotiating strategic partnerships that keep their audiences satisfied and engaged.
Demand data can also provide insights for optimal release strategies and pricing. Based on the data gathered for "The Diplomat," executives could select specific periods in the year when the show's demand is highest to release future seasons. The data can also identify possible price points to optimize revenue.
Demand data can also be used to power competitive benchmarking. Comparing "The Diplomat" against other titles available on the market can provide executives with insights on where and how to position the show in the market better.
Finally, Parrot Analytics' demand data can provide insights into the potential of a show's global performance with the Parrot Pulse measurement tool. The tool measures six dimensions of a show's performance, including audience demand across all platforms, travelability, longevity, momentum, franchisability, and reach. Interpreting this data can provide executives insight into how successful a show may be internationally.
In conclusion, utilizing audience demand data can provide critical insights for executives in making informed decisions about their content, acquisition, or distribution strategies. This knowledge can be key in today's competitive landscape where numerous entertainment companies are vying for the viewer's attention across multiple platforms.
This is The Diplomat'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 The Diplomat travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Netflix‘s The Diplomat 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 The Diplomat, for example, can be assessed for a market e.g. United States, which can then be benchmarked against genre averages (e.g. Thriller), using our globally standardized Demand Expressions® metric.
This page has been enhanced on April 22, 2024, 2:03 p.m. PST using global demand analytics from Parrot Analytics for The Diplomat in the United States. We provide our partners with smart television capabilities to help them drive better and more informed content distribution strategies. Contact us today to find out more.