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.
If you are an entertainment executive looking to make informed content decisions or distribution decisions, then using demand data can help optimize your strategy. Demand data enables you to uncover valuable insights to assess the value of content, determine how much to spend on content, make acquisition decisions, develop new content, optimize marketing campaigns, and engage global audiences.
With outstanding audience demand and great franchise potential, the TV show "You" is an excellent example of how demand data can assist in making more informed content decisions. Using Parrot Analytics' content valuation system, you can use demand data to identify a show's dollar value contribution, understand the baseline value of a title, assess the value of exclusivity, and estimate cannibalization of audiences if a title is available on multiple services. For "You," we see exceptional demand across all platforms and have identified the show's peak rank in South Africa. By examining the top 10 global markets, we can see that "You" outperforms the average TV show in all of these markets.
Demand data can also assist in programming decisions. For example, we can see that "You" has a higher demand level than 99.9% of all romance titles in South Africa as of October 2023, which tells us something about its audience and what genres are resonating most with its current audience. Additionally, our demand data helps executives identify other shows that fans of "You" also enjoy, such as "The Mandalorian," "Loki," and "Better Call Saul." This gives insight into what content should be produced or acquired to support global SVOD expansion.
Demand data can also inform distribution decisions. Based on the travelability index, we can see that the show's international demand relative to its home market is exceptional for "You." Therefore, it makes sense to target the top global markets where there is exceptional demand and outperformance compared to the average TV show. Demand data can also help optimize release strategy and pricing decisions and can identify new opportunity markets for content distribution.
Finally, demand data can assist with audience acquisition and retention. For instance, we can use demand data to determine which titles to acquire or produce if we want to grow our audience or retain our current audience.
In summary, demand data is a critical tool for entertainment executives making informed decisions regarding content, acquisition, programming, and distribution. With global audience demand powered by Parrot Analytics' content valuation system, executives can strategically plan for optimal utilization of their resources, analyze market trends, assess risk, and create content that resonate with their audience globally.
You's travelability to South Africa in the last 30 days is 35%, which means that the audience demand for You is 35% of the demand in its country of origin, United States. Click through to another market to discover how well You travels internationally.
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Acquire the best shows from partners such as Netflix to fortify your competitive position in South Africa. Contact us now to access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles (e.g. You), 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.
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Our TV audience measurement dataset is truly global. Discover how popular Netflix‘s You 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 You, for example, can be assessed for a market e.g. South Africa, which can then be benchmarked against genre averages (e.g. Crime Drama), using our globally standardized Demand Expressions® metric.
This page has been renewed on March 29, 2024, 7:40 a.m. PST using global demand metrics from Parrot Analytics for You in South Africa. We provide our partners with essential television series workflows to help them drive better and more informed content distribution strategies. Contact us today to find out more.