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, it's important to gather all the necessary insights for making informed content, acquisition, distribution, and programming decisions. Demand data has proven to be a powerful tool for this purpose, and we can use the example of "Willow" to illustrate its value. Here are a few key insights we can glean from the demand data provided:
- Content Valuation: Demand data can help determine the economic value of a TV series to a platform, and "Willow" had 3.2 times the audience demand of the average show in Australia for the last 30 days, which indicates good demand. This show can be considered a valuable asset for any platform. To allow for comparisons, only 8.6% of all TV shows have a demand level similar to "Willow".
- Audience Insights: Demand data can help understand audience affinity towards a TV series and other shows that fans of "Willow" are also interested in watching such as "Ahsoka", "Star Trek: Picard", and "Westworld". Knowing what shows resonate with the audience can help inform content acquisition or production decisions that match demand and sustain engagement.
- Travelability: Demand data can help understand the international potential of a TV series, and "Willow" exhibited good potential in this regard with a global performance that had 35% demand in Australia compared to its origin country, the United States, and is outperforming the average TV show in all ten of its top markets.
- Season Profile: An understanding of a TV series' season profile can inform decisions about the timing and release strategy of new content. "Willow" has 8 episodes in one season and the show started airing around Q4 of 2022.
- Momentum: The pace of growth of the demand of a TV series is an indication of its momentum. "Willow" had poor momentum for March 2024. Understanding a show's momentum can help determine how long a series can sustain audience interest and help tailor marketing campaigns accordingly.
By utilizing demand data, entertainment executives can also answer questions such as how well a show is performing compared to the market average, which new shows or acquired content will drive and retain subscribers, which platforms have the highest demand for specific IP and what release strategy will best match the demand of the audience. They can also use demand to assess the potential of content for monetizing its IP for spin-offs or franchises, to select content for investment, determine the marketing campaign required to provide optimal promotion the show, understand the taste clusters of current audiences and determine which talent, brand or show to partner with.
In summary, demand data provides insights that help entertainment executives make more informed decisions. It can inform content valuation and acquisition choices, help tailor release strategy, inform expression of traveler potential, streamline marketing campaigns, inform franchisable and reach potential and provide critical insights of long-term health of TV shows. Utilizing demand data will provide executives with a competitive advantage and actionable recommendations.
Willow's travelability to Australia in the last 30 days is 29%, which means that the audience demand for Willow is 29% of the demand in its country of origin, United States. Click through to another market to discover how well Willow travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Disney+‘s Willow 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 Disney+ 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 Willow, 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 refreshed on April 22, 2024, 2:04 p.m. PST using global demand analytics from Parrot Analytics for Willow in Australia. We provide our partners with valuable entertainment industry competencies to help them drive better and more informed content investment strategies. Contact us today to find out more.
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