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, you can use demand data to make more informed content, acquisition, distribution, and programming decisions. Starting with content valuation, demand data can help you evaluate how much a show is worth to a platform, which can assist in determining how much to spend on content. The demand performance of House of Cards in October 2023 in the United States can be indicative of the power of using demand data.
Demand data provides insights into the popularity of a show and the level of engagement of the audience with the content. According to Parrot Analytics demand data, during October 2023, House of Cards had 12.6 times the audience demand of the average show in the United States over the last 30 days, showing exceptional demand. This demand has been increasing recently, as it had a demand of 12.4 times the show average over the last 90 days.
Furthermore, the demand data provides information on the audience sentiment towards the show and similar titles within its genre, allowing for an estimate of the dollar value contribution of the show to any platform. Parrot Analytics demand data reveals that House of Cards ranks at the 97.7th percentile in the drama genre, in October. This means that House of Cards had higher demand than 97.7% of all drama titles in the United States, making it a valuable asset to any platform.
Using demand data provides key insights into the audience, including which shows they enjoy. House of Cards’ fans also liked other shows such as Game Of Thrones, Breaking Bad, and One Piece (ワンピース), which can provide insights into genres that would attract a similar audience. This information can be used to make more informed acquisition decisions.
The reach of a show refers to the number of people expressing demand for a show. The demand data provided by Parrot Analytics indicates that House of Cards has exceptional reach. This information can help to inform programming decisions and ensure that audience retention is high and growth is sustained.
Insights are available from the demand data into the show’s performance in different markets. For instance, examining the top 10 global markets where “House of Cards” is most in-demand over the last 30 days shows that it outperformed the demand of the average TV show in each of these markets. A platform could use this information to optimize its release strategy and pricing decisions.
Demand data can also help with decisions on exclusive licensing and distribution agreements. Using demand data, one can assess a TV series' ability to drive subscriptions and mitigate churn, and determine which platforms to target for distribution of the content. It can also answer questions such as how popular is a show relative to the market average, or how popular a show is in any market in the world, which can inform distribution decisions.
Finally, demand data can provide valuable insights into determining which shows can have the spin-off potential, franchise opportunities, and cross-brand partnerships. For example, the Parrot Pulse for “House of Cards'' indicates its franchisability (spin-off potential) as outstanding, with good longevity, good momentum, and exceptional reach. This information can provide opportunities for content distributors, TV production companies, studios, or talent agencies to expand upon the popularity of the show and create significant value.
In summary, decision-makers across the entertainment industry can use demand data to make more informed content, acquisition, distribution, and programming decisions. By leveraging the demand insights into what audiences want, and identifying the optimal content for acquisition or production, and reaching the right audiences with the right content, the industry can make confident decisions, enhance profitability and improve overall performance.
This is House Of Cards'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 House Of Cards travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Netflix‘s House Of Cards 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 House Of Cards, for example, can be assessed for a market e.g. United States, which can then be benchmarked against genre averages (e.g. Political Drama), using our globally standardized Demand Expressions® metric.
This page has been amended on Nov. 27, 2023, 1 p.m. PST using tv demand datasets from Parrot Analytics for House Of Cards in the United States. We provide our partners with comprehensive entertainment industry workflows to help them drive better and more informed content marketing strategies. Contact us today to find out more.