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.
Demand data is a powerful tool for executives in the entertainment industry to make more informed content, acquisition, distribution, and programming decisions. "Stranger Things" provides an excellent example of how demand data can be used for strategic decision-making. In October 2023, "Stranger Things" had 8.0 times the audience demand of the average show in South Africa over the past 30 days, which is outstanding. Only 2.7% of all TV shows have this level of demand.
One of the main benefits of demand data is that it can help with content valuation. Using demand data, we can calculate the ROI that a specific title will bring to any given platform. Content valuation can reveal the dollar value contribution of any title in any region. For instance, executives can use demand data to estimate how much of the value of a series is being driven by demand for one of its stars. They can also assess the value of exclusivity and how cannibalization of audiences affects a title that is available on multiple services.
Demand also provides insight into content performance globally. Decision-makers can use demand data to determine which content is most popular in a particular market or on a global level. For example, "Stranger Things" outperformed the demand of the average TV show (1x) in the top 10 global markets where it is most in-demand over the last 30 days, including the United States, United Kingdom, Russia, Canada, Spain, France, China, Germany, and India. In South Africa, the demand for "Stranger Things" has been consistently rising, a trend that spiked in late October.
Another benefit of demand data is its ability to inform scalable concept testing. For example, executives can use demand data to determine which elements of existing content fans like the most, allowing them to optimize upcoming productions and increase the chances of success.
Additionally, demand data can help executives with decisions concerning supply and demand, giving them insights into which types of content exhibit an opportunity to acquire or produce. Similarly, demand data can be used to identify under-monetized titles and find new opportunity markets for content distribution.
Furthermore, demand data enables executives to map local whitespaces and determine which genres are resonating most with their current audience. It also allows them to tailor an optimal release strategy and pricing model for their content. For instance, executives can use demand data to compare their content against other titles available on the market and inform pre-release marketing.
In conclusion, executives in the entertainment industry can use demand data to make more informed content, acquisition, distribution, and programming decisions. For instance, they can value content, make informed decisions about supply and demand, understand and optimize for audience preferences, and make more targeted marketing decisions that help reduce risk and boost profitability. By using demand data to guide their decisions, executives can gain a competitive edge in their respective industries and maximize the success of their content.
Stranger Things's travelability to South Africa in the last 30 days is 27%, which means that the audience demand for Stranger Things is 27% of the demand in its country of origin, United States. Click through to another market to discover how well Stranger Things travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Netflix‘s Stranger Things 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 South Africa, 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 Stranger Things, for example, can be assessed for a market e.g. South Africa, which can then be benchmarked against genre averages (e.g. Sci-fi Drama), using our globally standardized Demand Expressions® metric.
This page has been revised on April 22, 2024, 2 p.m. PST using global tv demand analytics from Parrot Analytics for Stranger Things in South Africa. We provide our partners with meaningful television industry capabilities to help them drive better and more informed content acquisition strategies. Contact us today to find out more.