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.
For entertainment executives, understanding audience demand data is increasingly critical when making decisions about content valuation, acquisition, distribution, programming, and brand partnerships. Demand data can provide insights that inform strategic decisions related to content performance, global expansion, franchise potential, and audience demographics.
Let's review the insights we can gain from examining the Parrot Analytics' demand data analysis of "Hawkeye" for the month of February 2024 in Germany.
First, we can see that "Hawkeye" has 3.1 times the audience demand of the average show in Germany over the last 30 days, which is considered good. Knowing how a show performs in a specific market is essential for programming decisions and content valuation. In this case, executives can rest assured that "Hawkeye" is performing well in Germany compared to other shows.
"Only 8.6% of all TV shows have this level of demand," which means that "Hawkeye" has been able to stand out in Germany. This sort of analysis is crucial for acquiring or distributing content since you want to find titles that better differentiate your platform from your competitors.
Secondly, the analysis reports a 31.4% increase in demand for "Hawkeye" during February in Germany, which indicates some momentum for both the show and the brand.
One significant aspect of demand data is that it can highlight which other shows are popular among fans of a particular show. In this case, the data shows us which 10 shows are favored by fans of "Hawkeye" in Germany, and a company can use this information to enhance and personalize their promotional strategy across other shows to acquire and retain more subscribers to their platform.
Thirdly, demand data can provide insights into where else in the world "Hawkeye" is popular or how The Parrot Pulse ranks the show with respect to its global performance. In this instance, "Hawkeye" has outstanding audience demand across all platforms and good travelability. Travelability refers to the show's international demand relative to its home market (in this case, the U.S.). While the show has lower demand in Germany than in the U.S., the show still performs better than the average show in Germany.
Finally, the Parrot Analytics demand data analysis identified the longevity of the show, how well audience demand is maintained, to be "good," and the franchisability, spin-off potential, to be "good" alongside the reach, the number of people expressing demand for a show is "outstanding."
In conclusion, demand data can provide critical insights to help executives make informed decisions about content valuation, acquisition, distribution, programming, and brand partnerships. By examining the case of "Hawkeye" in Germany, we can see that demand data analysis is a valuable tool to make more informed strategic decisions, drive revenues, or obtain new assets for any production company, content distributor or VOD platform in the industry.
Hawkeye's travelability to Germany in the last 30 days is 26%, which means that the audience demand for Hawkeye is 26% of the demand in its country of origin, United States. Click through to another market to discover how well Hawkeye travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Disney+‘s Hawkeye 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 Germany, 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 Hawkeye, for example, can be assessed for a market e.g. Germany, which can then be benchmarked against genre averages (e.g. Superhero Series), using our globally standardized Demand Expressions® metric.
This page has been recreated on March 29, 2024, 4:43 a.m. PST using television demand data from Parrot Analytics for Hawkeye in Germany. We provide our partners with valuable TV industry insight to help them drive better and more informed content advertising strategies. Contact us today to find out more.