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 can be crucial in helping entertainment executives make informed content, distribution, acquisition, and programming decisions. Let's take a look at how the analysis of the show "The Continental: From The World Of John Wick" for the month of March 2024 in Australia provides insights into how demand data can be leveraged to help media companies improve their decision-making process:
1) Content Valuation - Using demand data, executives can make better decisions about how much to spend on content. In the case of "The Continental: From The World Of John Wick," executives can know that its demand in Australia is 7.3 times the average, which indicates that it is worth investing in and has a higher value than the average show in the country.
2) Programming Decisions - Information on audience demand and trend insights can inform programming decisions. For instance, executives can explore the top 10 global markets where the show is most in-demand to understand which countries to prioritize. In the case of "The Continental: From The World Of John Wick," the show outperformed the demand of the average TV show in each of these markets, with Russia being the number one market globally at 12.6 times audience demand.
3) Content Acquisition – Businesses can use demand data to estimate the Return on Investment (ROI) and a show's ability to acquire or retain subscribers. In this scenario, executives can rely on demand data to estimate the incremental revenue that a specific title will drive for any given platform. They can also determine how a particular title drives engagement across the rest of the catalog. For example, using demand data, executives can assess "The Continental: From The World Of John Wick’s" ability to drive subscriptions and mitigate churn in the market.
4) Distribution Opportunities – Demand data can help to identify which platforms to target for distribution of content. In this context, understanding the demand for "The Continental: From The World Of John Wick" across different platforms and regions can help executives assess which platforms are best suited for distribution.
5) Franchisability - Employing demand data could aid companies to create spin-offs or franchises that expand their content portfolio. Therefore, knowing that the spinning-off potential for "The Continental: From The World Of John Wick" is good offers opportunities to monetize IP.
6) Marketing Insights – Lastly, the demand data informs various aspects of pre and post-launch marketing, such as media buying campaigns in various regions and analyses of viewer trends. In the case of "The Continental: From The World Of John Wick," demand data can help to optimize marketing campaigns ahead of each premiere, considering its momentum and ranking trend in the market.
To sum up, leveraging demand data is critical for media companies today to make informed decisions. Understanding audience demand can provide insight into content valuation, programming decisions, and distribution opportunities. With this data, entertainment executives can better allocate resources, optimize marketing campaigns and ultimately, guide strategic decision-making.
The Continental: From The World Of John Wick's travelability to Australia in the last 30 days is 65%, which means that the audience demand for The Continental: From The World Of John Wick is 65% of the demand in its country of origin, United States. Click through to another market to discover how well The Continental: From The World Of John Wick travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Peacock‘s The Continental: From The World Of John Wick 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 Peacock 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 The Continental: From The World Of John Wick, for example, can be assessed for a market e.g. Australia, which can then be benchmarked against genre averages (e.g. Action Thriller), using our globally standardized Demand Expressions® metric.
This page has been renewed on April 22, 2024, 2:04 p.m. PST using demand data from Parrot Analytics for The Continental: From The World Of John Wick in Australia. We provide our partners with deep TV capabilities to help them drive better and more informed content advertising strategies. Contact us today to find out more.