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, leveraging demand data can help inform strategic content decisions. Take "The Witcher" in Australia as an example. With exceptional demand over the last 30 days, this show obviously resonates with its audience. So, one can assume that investing in a similar type of fantasy drama could have a high chance of success. One could also use its genre-specific high share of demand to locate other in-demand titles in the genre that could similarly be successful or complimentary to The Witcher. Using demand data, OTT platforms such as Netflix can evaluate The Witcher's popularity over time and determine whether to acquire more content in the series. Production companies that specialize in this genre can also leverage the data to determine what types of content to produce next.
Furthermore, understanding the types of content that fans of this show are interested in also provides valuable insight. By identifying other shows that fans are watching, entertainment executives can leverage this information to drive acquisition efforts, utilize cross-promotion of the most in-demand titles, produce spinoffs, and leverage promotions for upcoming shows and future franchises to drive demand.
Additionally, understanding the demand trends of The Witcher in different global markets can help inform distribution decisions for linear networks and pay TV networks. For example, if a particular region is where this show is most in-demand, entertainment executives could use this information to drive broadcast scheduling or put resources behind promoting the show in this particular area.
Finally, utilizing demand data to understand the baseline value of The Witcher and its library over time can allow for optimal pricing and help with valuation. On OTT platforms, the data could be used to assess a TV series' ability to drive subscriptions and mitigate churn. By determining the dollar value contribution of a title to a platform in any region, executives can determine how much a title is worth to another streaming platform or content distributor, driving smart acquisition and pricing strategies.
In conclusion, demand data is a valuable tool for entertainment executives and OTT platforms. The analyzed data on The Witcher provides insight into how professionals can leverage demand data to make informed content decisions, optimize programming and distribution strategies, and drive business objectives based on the state-of-the-art driven by global content demand and supply. The future of television is driven by data analytics and using these effective methods provides a competitive advantage when it comes to acquiring, producing, and distributing content.
The Witcher's travelability to Australia in the last 30 days is 52%, which means that the audience demand for The Witcher is 52% of the demand in its country of origin, United States. Click through to another market to discover how well The Witcher travels internationally.
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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 Witcher, for example, can be assessed for a market e.g. Australia, which can then be benchmarked against genre averages (e.g. Action Fantasy), using our globally standardized Demand Expressions® metric.
This page has been amended on March 19, 2024, 2:49 a.m. PST using global television demand data from Parrot Analytics for The Witcher in Australia. We provide our partners with extensive television series competencies to help them drive better and more informed content advertising strategies. Contact us today to find out more.