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.
Entertainment executives can use Parrot Analytics' demand data to make informed content, acquisition, distribution, and programming decisions. For instance, executives can leverage demand data to get answers to specific strategic questions that can enhance the overall success of their organization.
One of the critical use cases of demand data is content valuation, which can help executives to determine how much to spend on content and quantify the platform-specific marginal revenue contribution of a particular title. The valuation can also reveal the profitability of single titles or full content libraries over time and assist with decision-making on content distribution.
Looking at the analysis of "The Killing (US)" for the month of March 2024 in the United States as an example, we can see that the show has a good level of demand, being 5.4 times more popular than the average show in the United States for the last 30 days. Additionally, the demand for the show has been steadily increasing, with a 26.7% surge in audience demand during March in the United States. Executives in linear networks or pay TV networks may use such data to gauge if "The Killing (US)" could appeal to their audience.
Furthermore, executives can also leverage the audience demand to quantify the overall success of a TV show's marketing campaign and assess its impact on the show's pre and post-premieres. The increasing demand and peak rank for "The Killing (US)" globally provide audiences with good TV adaptations to consume. Executives can use demand data to understand which titles can impact the culture as "The Killing (US)" by reviewing which shows have high momentum, and which audiences are expressing an interest in them.
Looking at the top 10 global markets where "The Killing (US)" is the most in-demand shows that it is performing well above the average TV show in each of the markets, as well as across several countries. Therefore, executives can use demand data as a guide to select TV shows or IP focusing on specific genres that are currently popular in the audience's region. Executives may use demand data to inform their decision-making concerning acquisitions and production of new content, especially regarding content that has the potential to maintain a high level of demand over time.
In conclusion, Parrot Analytics' demand data is a useful tool for entertainment executives and institutions to make informed content, acquisition, distribution, and programming decisions. Demand data can help manage the cost and ensure that TV shows or IP are worth the investment.
This is The Killing (US)'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 Killing (US) travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Netflix‘s The Killing (US) 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 Killing (US), for example, can be assessed for a market e.g. United States, which can then be benchmarked against genre averages (e.g. Crime Drama), using our globally standardized Demand Expressions® metric.
This page has been amended on April 22, 2024, 2:01 p.m. PST using television demand datasets from Parrot Analytics for The Killing (US) in the United States. We provide our partners with comprehensive media industry competencies to help them drive better and more informed content marketing strategies. Contact us today to find out more.