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.
Entertainment executives can benefit from Parrot Analytics' demand data, as it provides valuable insights into the performance of their content in target markets. Taking "The Flash" as a case study, here are some of the questions that demand data can help answer:
- Content valuation uses demand data to answer these questions: How much is my series worth? and how much of my series’ value is being driven by demand for one of its stars? In the case of "The Flash," demand remains exceptionally high in Australia, ranking in the 100th percentile for dramas. Its travelability is also exceptional, indicating high international demand. This information can help the content owner better evaluate the long-term value of the series.
- Demand enables valuing IP globally, answering questions such as: What content is most popular on a global scale? "The Flash" outperforms the demand of the average TV show in each of the top 10 global markets where it’s most in-demand, which can help the content owner to understand and value its IP for international distribution.
- Using demand data, content valuation addresses the question: How can you determine how much to spend on content? For "The Flash," Parrot Analytics' content valuation system is based on demand data and reveals the dollar value contribution of any title, to any platform, in any region. This information can assist financial decision-making in terms of how much to invest in new productions, which titles represent the best acquisition opportunities, and how to price content in different regions.
- Demand data also powers Parrot Analytics' content valuation system for assessing platform-specific marginal revenue contribution, and how a title drives engagement across the rest of the catalog. In the case of "The Flash," examining its changes in demand over a year versus 30 days shows that its popularity has increased. This provides some insights into how it’s affecting engagement with other titles offered and its value overall to the platform.
- Content valuation also enables the assessment of a TV series' ability to drive subscriptions and mitigate churn, answering the question: How can you assess the ROI a specific title will bring to any given platform? For "The Flash," the exceptional demand in the United States, Australia, the United Kingdom, and other markets can help better inform as to where and how to market the series to drive subscriptions.
- Demand informs decisions concerning supply and demand, answering the question: What type(s) of content exhibit opportunity to acquire or produce? By analyzing fan affinity for "The Flash" and other shows, the content owner can determine which genres to focus on for new productions or acquisitions, and whether these genres will resonate with their target audience.
- Demand data helps with subscriber retention and acquisition, answering the question which titles to buy to retain and attract subscribers. For "The Flash," its exceptional reach and high demand can be harnessed to maintain audience retention and growth.
Overall, demand data aids entertainment executives to make informed decisions concerning content investment, distribution, and marketing by providing insights into content performance in target markets and how it resonates with the audience. "The Flash" is an example of a series where demand data can help producers, talent agents, distributors, and platform executives decide what’s best for their businesses.
The Flash's travelability to Australia in the last 30 days is 34%, which means that the audience demand for The Flash is 34% of the demand in its country of origin, United States. Click through to another market to discover how well The Flash travels internationally.
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Capture more value from content opportunities in Australia as well as globally. Contact us now to leverage audience profiling, market-based insights, talent scoring and genre clustering to de-risk production investments. Discover new business opportunities in the Action and Adventure genre and assess the strengths and weakness of the competition’s content e.g. the cw, leading to increased commercial efficiency and ROI.
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Produce with confidence whilst mitigating downside risks. Contact us now to decrease production risks by combining content genome insights with demand data to increase the likelihood of a successful series: Gain deep insights into character, talent, setting, plot, theme and genre preferences, including Action and Adventure. Using audience demand data, explore markets such as Australia to discover lucrative new sales opportunities whilst evaluating the expected ROI for new series acquisitions such as The Flash from partners like the cw.
Studios in Australia are now empowered to fuse art with science for the next global hit. Contact us to gain deep insights into target audiences’ character, talent, setting, plot, theme and genre preferences (e.g. Action and Adventure) - for both local and global content. Find the best performing concepts with demand-driven concept testing and development. Apply talent demand to gain a holistic view of future content performance, pre-development.
Are you seeking distribution for The Flash? Lead global content negotiations with authority. Contact us now to discover if you should prioritize markets such as Australia, based on country-specific audience demand - including territories where commercial rights have not yet been granted. Apply a demand-based framework to negotiations with potential distribution partners such as the cw to maximize the deal value. Assess the strengths and weakness of the competition’s content, leading to increased commercial efficiency and ROI.
Maximize advertising revenues from new audiences in Australia. Contact us now to leverage a return-focused selection criteria for title acquisition from the cw by incorporating country-specific trend and market demand factors. Appeal to audience interests using demand-driven advertising and personalize campaigns to capitalize on pre-release demand for specific titles such as The Flash. Access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles that have not even been released.
Acquire the best shows from partners such as the cw to fortify your competitive position in Australia. Contact us now to access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles (e.g. The Flash), 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.
Command your Action and Adventure genre niche with maximum net subscriber adds. Contact us now to harnesses audience demand data to gain insights for growing and keeping a subscriber base. Leverage a return-focused selection criteria for title acquisition from partners such as the cw by incorporating country-specific trend and market demand factors for all markets including Australia. Appeal to the individuality of your audience base, taking into consideration the unique and limitless characteristics of taste clusters.
Deploy high impact entertainment marketing strategies across all genres including Action and Adventure. Contact us now to deploy demand-driven marketing, the only empirical earned media measure of your marketing spend. Access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles such as The Flash, including those that have not even been released. Appeal to your target markets, including Australia, based on audience interests, enabling the personalization of campaigns to capitalize on pre-release demand.
Our TV audience measurement dataset is truly global. Discover how popular the cw‘s The Flash 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 the cw 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 Flash, for example, can be assessed for a market e.g. Australia, which can then be benchmarked against genre averages (e.g. Superhero Series), using our globally standardized Demand Expressions® metric.
This page has been amended on March 18, 2024, 12:49 p.m. PST using global television demand data from Parrot Analytics for The Flash in Australia. We provide our partners with smart television series expertise to help them drive better and more informed content licensing strategies. Contact us today to find out more.