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 or decision-maker, you want to evaluate TV series from every angle possible to make informed decisions about investments. At Parrot Analytics, we provide valuable demand data to help you do so. Let’s examine the data we have for “The Night Shift” for the month of March 2024 in the United States and see how this information can help us make informed content, acquisition or programming decisions.
Content Valuation:
For content valuation, we use demand data to answer various questions such as “How much is my show worth?” and “Where in the world is my show in-demand?” In the case of “The Night Shift”, the show has a 30-day average demand of 2.9 times the title average, indicating that the show is very popular and is worth investing in. Furthermore, it has seen an increase in demand over the past 90 days relative to its current demand, making it a safe bet for investment. Examining the show’s global demand performance using Parrot Pulse, the show’s worldwide audience demand across all platforms is okay, but it has good longevity, momentum, and reach. These data points are all important factors to consider when evaluating content value and can help inform content investment decisions.
Programming and acquisition:
By examining demand for “The Night Shift” in the US and in its top 10 global markets, we can get a sense of the show’s potential performance. In the US, demand for “The Night Shift” is 1.7 times the title average, making it a show worth acquiring or expanding, or programming. Similarly, demand in each of its global markets is in a positive range, indicating potential for licensing and acquisition.
Distribution:
For producers and distributors, examining demand data for TV shows can provide insight into the potential audience for a show in any given market. Using Parrot Analytics, we can map local white spaces, or identify the genres that would succeed in a given locale. In this instance, the show “The Night Shift” has been seen to perform well across nine (9) global markets. Analyzing the genre-specific information available, it ranks high in the romance genre in the US. Therefore, it is a show that can be included in those genres and offered on specific platforms that cater to such audiences.
Marketing and promotion:
Demand data from Parrot Analytics can help make pre-release marketing and promotional efforts more effective, another crucial factor when launching a show or boosting its performance. By quantifying taste clusters and understanding which elements of existing content fans are most drawn to, we can optimize “The Night Shift” specifically for its audience on a region-by-region basis.
In conclusion, by using demand data provided by Parrot Analytics, entertainment executives can make more informed and data-driven decisions concerning content valuation, programming, acquisition, distribution, marketing, and promotion. As demonstrated by “The Night Shift” analysis, informed decision making enables smarter investments for producers, distributors, studios and networks seeking profitability and growth.
This is The Night Shift'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 Night Shift 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 Drama genre and assess the strengths and weakness of the competition’s content e.g. NBC, 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 The Night Shift.
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 Drama. 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 The Night Shift from partners like NBC.
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. Drama) - 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 The Night Shift? 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 NBC 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 NBC 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 The Night Shift. 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 NBC 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. The Night Shift), 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 Drama 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 NBC 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 Drama. 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 The Night Shift, 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 NBC‘s The Night Shift 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 NBC 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 Night Shift, for example, can be assessed for a market e.g. United States, which can then be benchmarked against genre averages (e.g. Medical Drama), using our globally standardized Demand Expressions® metric.
This page has been recreated on April 22, 2024, 2 p.m. PST using demand analytics from Parrot Analytics for The Night Shift in the United States. We provide our partners with essential entertainment industry know-how to help them drive better and more informed content investment strategies. Contact us today to find out more.