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.
Parrot Analytics’ demand data offers insights that can inform various strategic decisions across the entertainment industry. One such show that we can use as an example is “Unsolved Mysteries.” With an in-depth analysis of this show’s data for the month of March 2024 in the United States, we can highlight how demand data can help executives in decision making.
Firstly, content valuation can be determined by using demand data to estimate the value of a content library to a platform over time. Using Parrot Analytics’ content valuation system, executives can estimate the dollar value contribution of any title, such as “Unsolved Mysteries”, and determine how much this title is worth to their platform. For example, we can estimate the ROI this specific title will bring for any given platform, or how much of this series’ value is being driven by demand for one of its stars.
Additionally, executives can use demand data to inform content acquisition decisions. Parrot Analytics’ demand data helps to assess how well a TV series is performing as an acquisition-driving or churn-reducing title. For instance, we can use the demand data for “Unsolved Mysteries” in March 2024 in the United States to evaluate how much demand this title had and how well this title maintains its viewer base over time.
Another strategic decision this data can inform is programming decisions. Executives may use demand data to understand which titles to acquire, produce, or distribute, and identify audience tastes in different genres. For example, using demand data, executives can identify that “Unsolved Mysteries” has higher demand than 97.5% of all documentary titles in the United States, suggesting that this genre or show could be profitable or drive user engagement.
Using demand data to assist in subscriber acquisition and retention strategies is another possible use. For instance, executives can use demand data to determine which titles are likely to attract new subscribers to their platform and those that will keep the current audience happy. To illustrate this, we can use the example of “Unsolved Mysteries,” which has 6.8 times the audience demand of the average show in the United States over the last 30 days.
Lastly, executives can use this data to map local whitespaces, which informs decisions about what types of content to acquire or produce to generate greater viewer engagement in certain markets. For example, by examining the top 10 global markets where “Unsolved Mysteries” is most in-demand over the last 30 days, we find that the US is its number one market globally. This is useful information for a streaming platform that would want to target this show at that market.
To sum up, Parrot Analytics' demand data can inform a variety of strategic decisions for executives, for instance, content valuation, programming, acquisition, distribution, subscriber acquisition and retention, local whitespace identification, and more. Understanding what drives the audience's demand is crucial for executives to remain competitive in the entertainment space.
This is Unsolved Mysteries'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 Unsolved Mysteries travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Netflix‘s Unsolved Mysteries 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 Unsolved Mysteries, 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 altered on April 22, 2024, 2:04 p.m. PST using tv demand content analytics from Parrot Analytics for Unsolved Mysteries in the United States. We provide our partners with meaningful entertainment industry competencies to help them drive better and more informed content advertising strategies. Contact us today to find out more.