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 the audience demand for your content is critical to making informed content, acquisition, distribution, and programming decisions. Parrot Analytics' demand data can help you to identify content that has the highest potential to connect with audiences, reduce churn, grow your audience, and ultimately drive revenue. Using "Walker" as an example of how demand data can be used in content decision making, we will answer some of the most common questions that content executives may have.
- Content valuation: How can you determine how much to spend on content?
Understanding content valuation is critical to determine how much should be spent on any given title. Using Parrot Analytics' demand data, we can quantify the dollar-value contribution of "Walker" to any platform in any region, which helps executives to assess its worth. Here we can see that "Walker" has 5.8 times the audience demand of the average show in Canada over the last 30 days, indicating that investment in this title might be worthwhile.
- Demand enables valuing IP globally: What content is most popular in my market or on a global scale?
Demand data enables executives to assess the global popularity of any specific IP. With "Walker," we can see that it is most popular in the United States, followed by the Netherlands. However, the demand for "Walker" is good across most of the world, as it outperforms the demand for the average TV show in all of the top 10 global markets where it is in-demand.
- Demand informs scalable concept testing: Which elements of existing content do fans like the most? How can an upcoming production be optimized for success?
Knowing what elements of a show resonate with the audience helps to build anticipation and market a show more effectively. In the case of "Walker," it is categorized under the drama genre and has higher demand than 97.3% of all drama titles in Canada over the past month, which indicates that its themes are resonating with the audience. Understanding such information helps executives to develop new content that aligns with the elements that resonate with the audience.
- Demand helps with decisions concerning supply & demand: What type(s) of content exhibit opportunity to acquire or produce?
Demand data informs executives about which types of content may attract audiences and provide opportunities for acquisition or production. With "Walker," we can see that it is among the top 10 shows that audiences who watch it, also like other shows, which could provide ideas for new content to acquire or produce.
- Demand enables optimal release strategy and pricing: What is the best release strategy for my content?
Demand data provides insights into the best release strategy for content. For instance, on "Walker," demand spiked in late March 2024 for Canada. By understanding when the audience demand peaks for a title, executives can plan a release strategy to optimize viewing experience, enhance its success rate, and, ultimately, the show's revenue.
In summary, by using demand data, executives can make more informed content, acquisition, distribution, and programming decisions. Executives can assess any show's worth, understand audience demand and preferences, and identify areas for improvement, which can result in a more successful and profitable outcome for the company. With "Walker," its demand is good, having 5.8 times the audience demand of the average show in Canada over the last 30 days, which indicates that investment in this title might be worthwhile.
Walker's travelability to Canada in the last 30 days is 55%, which means that the audience demand for Walker is 55% of the demand in its country of origin, United States. Click through to another market to discover how well Walker travels internationally.
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Capture more value from content opportunities in Canada 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 Drama 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 Drama. Using audience demand data, explore markets such as Canada to discover lucrative new sales opportunities whilst evaluating the expected ROI for new series acquisitions such as Walker from partners like the cw.
Studios in Canada 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. Drama) - 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 Walker? Lead global content negotiations with authority. Contact us now to discover if you should prioritize markets such as Canada, 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 Canada. 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 Walker. 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 Canada. Contact us now to access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles (e.g. Walker), 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 Drama 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 Canada. 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 Drama. 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 Walker, including those that have not even been released. Appeal to your target markets, including Canada, 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 Walker 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 Canada, 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 Walker, for example, can be assessed for a market e.g. Canada, which can then be benchmarked against genre averages (e.g. Crime Drama), using our globally standardized Demand Expressions® metric.
This page has been renewed on April 18, 2024, 2 p.m. PST using demand data from Parrot Analytics for Walker in Canada. We provide our partners with essential entertainment industry capabilities to help them drive better and more informed content distribution strategies. Contact us today to find out more.