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, understanding audience demand data can be critical in making informed content, acquisition, distribution, and programming decisions. Using the example of "The King's Avatar" in Australia in February 2024, we can see how demand data can provide valuable insights.
One use of demand data is in content valuation. The show has demand 2.1 times the average for a TV show in Australia over the past 30 days, indicating its worth and popularity as a streaming asset. This demand data can be leveraged in determining content spend, assessing a TV series' ability to drive subscription and mitigate churn, estimating cannibalization of audiences, and assessing a title's value of exclusivity.
Demand data can also help executives understand global market appeal and make decisions on supply and demand. For example, executives may look at what type of content exhibit opportunity to acquire or produce and map local whitespaces to determine what genres are most popular in a market. Additionally, executives can use demand data to value content for distribution to other streaming platforms and determine which platforms to target.
Audience demand data can also help with subscriber acquisition and retention. Executives can use demand data to identify titles that attract new subscribers to their platforms, like "The King's Avatar," which achieved a 36.1% increase in demand in Australia during February 2024. Furthermore, executives can pinpoint which titles should be purchased to keep current audiences happy.
Another valuable insight demand data can offer is in deciding optimal release strategy and pricing. For instance, timing a show's release during a time period when demand is spiking, like "The King's Avatar" experienced in late February, can help maximize viewership and engagement.
Finally, demand data can help executives answer questions about audience preferences, industry trends, and competitive benchmarking. For example, by examining the top 10 global markets where "The King's Avatar" is most in-demand over the last 30 days, executives can infer audience preferences in different markets and gain a better understanding of what genres or franchises are gaining traction in the industry.
In conclusion, demand data is a valuable tool for entertainment executives as it gives them insight into audience preferences, global market appeal, supply and demand, and competitive benchmarking. By analyzing demand data, executives can make more informed content, acquisition, distribution, and programming decisions that lead to greater success in the entertainment industry.
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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 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 The King's Avatar (全职高手), for example, can be assessed for a market e.g. Australia, which can then be benchmarked against genre averages (e.g. ), using our globally standardized Demand Expressions® metric.
This page has been refreshed on March 28, 2024, 3:01 a.m. PST using tv demand datasets from Parrot Analytics for The King's Avatar (全职高手) in Australia. We provide our partners with deep TV industry know-how to help them drive better and more informed content sales strategies. Contact us today to find out more.