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, the success of any content revolves around demand. One of the best ways to determine audience demand is by analyzing audience engagement using data-driven metrics. In this context, Parrot Analytics can be very helpful. Let's look at "The Order" as a case study.
One of the ways Parrot Analytics measures audience demand is by analyzing the audience intake level compared to the average TV show in the United States over a specified period. For "The Order," its demand level is 3.6 times the average over the last 30 days. This means the audience shows more interest in "The Order" than the average TV show in the United States. Since demand for "The Order" has been increasing lately, owning this show can be a profitable move for TV producers.
Content valuation is another important use of demand data. Parrot Analytics content valuation system shows the dollar value contribution of any content to any platform in any part of the world. As a TV executive, this service measures in determining how much a title is worth to any platform. The value of "The Order" varies across countries; for example, the United States is where the show has the most demand. TV producers can leverage this information on which countries have more demand for a specific title to select the right countries for exclusive distribution to maximize returns.
Additionally, Parrot Analytics can help executives in strategic decision-making concerning supply and demand, acquisition, distribution, and programming. "The Order" ranks at the 91.7th percentile in the drama genre, in March, which means it has higher demand than 91.7% of all drama titles in the United States. Therefore, the demand performance of the show can give insight into the level of audience interest in content featuring the same genre. To retain and attract more subscribers, TV providers can use the information to acquire or produce additional content of the same caliber.
Furthermore, the data-driven insight can help executives in programming decision-making. As "The Order" has a higher demand than the average show in the United States, it may be best for TV producers to consider extending the had lifespan of the series to maximize audience engagement. On the other hand, for a show that may not be getting enough audience demand, network executives can consider cutting the show ahead of time to reduce cost.
Another use of the demand data is in understanding the show's surrounding environment. From the analysis, we can see that "The Order's" audience demand has decreased in the United States by 35.5% in March 2024. Therefore, the audience's preferences may be changing, and the show may require more promotional efforts. With momentum, the pace of growth in the show's demand estimated to be okay, it may need a boost to maintain interest. Parrot Analytics can help with information surrounding the audience preferences and can help producers identify the show's optimal release strategy and pricing.
In conclusion, executives in entertainment overseeing OTT, SVOD platforms, TV financing, content distribution, TV production companies, talent agencies, and linear network providers can leverage Parrot Analytics' demand data. With the information, decision-makers get a comprehensive overview of audience engagement globally, enabling them to make informed decisions and attain maximum ROI. The analysis of "The Order" illustrates the importance of understanding how demand data can be used in content valuation, strategic decision-making, programming, acquisition, and distribution decision making.
This is The Order'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 Order travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Netflix‘s The Order 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 Order, for example, can be assessed for a market e.g. United States, which can then be benchmarked against genre averages (e.g. Fantasy Drama), using our globally standardized Demand Expressions® metric.
This page has been amended on April 17, 2024, 2:03 p.m. PST using tv demand content analytics from Parrot Analytics for The Order in the United States. We provide our partners with essential OTT capabilities to help them drive better and more informed content marketing strategies. Contact us today to find out more.