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.
For entertainment executives hoping to make informed content decisions, there is a wealth of information that can be gleaned from Parrot Analytics' demand data. Taking the example of "The Umbrella Academy" in March 2024, we can see how demand data can be used to evaluate content value, understand audience preferences, and make programming and distribution decisions.
One of the main advantages of demand data is that it can reveal a title's economic value. By analyzing audience demand, executives can estimate the marginal revenue contribution of a title to any given platform, and assess its potential value as an acquisition-driving or churn-reducing asset. In the case of "The Umbrella Academy," Parrot Analytics' content valuation system shows that the show has 17.9 times the audience demand of the average show in the United States over the last 30 days, and that it has a higher demand than 99.1% of all drama titles in the country. This indicates that "The Umbrella Academy" is a highly valuable asset for any platform looking to attract and retain subscribers through drama content.
Demand data is also useful for identifying audience preferences and behaviors. With Parrot Analytics' data, executives can uncover taste clusters, map local whitespaces, and benchmark their content against other titles available on the market. For example, we can see from "The Umbrella Academy" analysis that its fans are also fans of other sci-fi and fantasy shows like "Stranger Things" and "The Witcher". Executives may choose to use this information to engage with this audience through cross-promotion techniques, or by licensing and producing similar content.
Furthermore, demand data can help executives make informed decisions about global expansion and distribution strategies. By analyzing audience demand across multiple regions, executives can identify key markets for their content, determine optimal release strategies and pricing, and find new opportunity markets for content distribution. In the case of "The Umbrella Academy," we can see that the show outperforms the demand of the average TV show in each of its top 10 global markets, with the United States being its number one market setting a precedent for global expansion and distribution strategies.
Overall, Parrot Analytics' demand data provides entertainment executives with critical insights to support content valuation, audience engagement, and global expansion strategies. By understanding demand patterns and behaviors, executives can make informed decisions that maximize content value, engage with diverse audiences, and ensure long-term success for their content and business.
This is The Umbrella Academy'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 Umbrella Academy travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Netflix‘s The Umbrella Academy 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 Umbrella Academy, for example, can be assessed for a market e.g. United States, which can then be benchmarked against genre averages (e.g. Superhero Series), using our globally standardized Demand Expressions® metric.
This page has been enhanced on April 18, 2024, 2:02 p.m. PST using demand data from Parrot Analytics for The Umbrella Academy in the United States. We provide our partners with essential TV know-how to help them drive better and more informed content marketing strategies. Contact us today to find out more.