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, decisions on content creation, acquisition, distribution, and programming have always been complex. But with the advent of streaming, the landscape has become even more crowded. The good news is that the use of demand data can help you make more informed decisions.
Let's take the example of "Invincible," the popular TV series that follows Mark Grayson's journey of becoming Earth's next defender after his father.
As an OTT or SVOD platform, you can evaluate demand data to determine how much the series is worth, or how much of its value is being driven by demand for its stars, or to calculate the ROI a specific title will bring for your platform. Evaluating the value of exclusivity can be done accurately using such analysis. Parrot Analytics' content valuation system can provide you with the dollar value contribution of any title, including "Invincible," to any platform, in any region.
As a TV series financing company or studio, demand data can inform your decisions on proposed projects. For instance, you can assess the ability of the project to drive subscriptions and mitigate churn if acquired. As a content distributor, demand data can indicate the type of content that presents an opportunity to acquire or produce.
As a linear or pay-TV network executive, demand data can help you make programming decisions. For example, "Invincible" has higher demand compared to 99.9% of all drama titles in Australia in August 2023. Similarly, you can examine the top 10 global markets where "Invincible" is most in-demand for the same period to make informed programming decisions. You may also want to conduct a competitive benchmarking analysis to compare "Invincible" against other titles available on the market.
An important application of demand data analysis is in pre-release marketing. You can optimize marketing campaigns ahead of premiere, based on what you know about the audience's preferences. Affinity analysis can also provide insights into the best talent or brand to partner with to expand your audience.
For talent agencies, demand data can answer important questions such as, "What type(s) of content exhibit opportunity to acquire or produce?" and "Which TV shows will help me to acquire or retain subscribers?" Similarly, you can leverage demand data to map local whitespaces and inform your decision-making for your clients.
Finally, demand data can also enable you to quantify the platform-specific marginal revenue contribution of a title and how a title drives engagement across the rest of the catalog. You can use this information to make more informed distribution decisions and allocate funds to maximize future content investments.
In conclusion, "Invincible," as an outstanding example, can teach us many things about the power of demand data. By examining various dimensions, such as travelability, longevity, momentum, franchisability, and reach, you can gain insights to help with content valuation, acquisition, programming, and distribution decisions. The case of "Invincible" reinforces how demand relates to content valuation. Make sure to leverage demand data to make informed decisions on your next show or movie project.
Invincible's travelability to Australia in the last 30 days is 39%, which means that the audience demand for Invincible is 39% of the demand in its country of origin, United States. Click through to another market to discover how well Invincible travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Amazon Prime Video‘s Invincible 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 Australia, 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 Amazon Prime Video 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 Invincible, for example, can be assessed for a market e.g. Australia, which can then be benchmarked against genre averages (e.g. Animated Comedy), using our globally standardized Demand Expressions® metric.
This page has been renewed on Oct. 2, 2023, 2:03 p.m. PST using global demand analytics from Parrot Analytics for Invincible in Australia. We provide our partners with far-reaching television industry know-how to help them drive better and more informed content acquisition strategies. Contact us today to find out more.