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.
Parrot Analytics provides critical entertainment industry insights through demand data, allowing executives to make informed content and business decisions across a variety of industries, from OTT platforms to content distributors. Let's take "The Witcher" as an example in January 2024 to demonstrate how demand data can inform strategy.
Firstly, we can analyze the audience demand for this show. With 12.9 times the audience demand of the average show in Spain, it is exceptional. This information is useful for content valuation and can help executives determine how much a title is worth to their platform or in another region.
Secondly, we can use demand data to uncover viewers' tastes and preferences. By assessing the demand for "The Witcher," we can see that similar shows also trending among its audience are "Ahsoka," "Rick And Morty," and "The Mandalorian." This helps executives identify potential programming opportunities, produce or acquire content that fits their audience's preferences, and provide strategic acquisition decisions.
Thirdly, we can evaluate the show's demand on a global scale. The Parrot Pulse for "The Witcher" indicates that its worldwide audience demand for all platforms is exceptional, while its travelability is equally excellent. Furthermore, we found that "The Witcher's" demand level varied across the globe, with the United States as the leading market for the show and Russia as the second. By analyzing travelability, executives can identify which countries or continent this content is most suitable for and tailor the distribution strategy accordingly.
Fourthly, executives can use demand data to inform marketing and promotional strategies for an upcoming show. For instance, with the "The Witcher," we observed a spike of interest in Spain during January 2024. With this information, executives can optimize marketing by targeting the platform's most valuable audience, showcasing upcoming offerings through targeted promotions.
Finally, executives can evaluate a show's long-term sustainability by using demand data to identify its current momentum and potential for franchise. For "The Witcher," we see that the show has exceptional momentum and franchise potential. This kind of insight can help executives plan which shows should become a network's crown jewel and guide decisions on which shows warrant a second season, spin-off series, or franchising potential.
In conclusion, demand data provides a wealth of information to guide entertainment industry executives in their strategic decision-making process. With Parrot Analytics demand data, executives can evaluate content on a granular level, identify audience preferences and taste clusters, assess content travelability, and refine marketing and distribution strategies. All of these factors put together make content valuation and acquisition a more precise method, in turn allowing executives to make informed decisions rooted in data and insights, rather than rely on instinctual choices.
The Witcher's travelability to Spain in the last 30 days is 44%, which means that the audience demand for The Witcher is 44% 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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Acquire the best shows from partners such as Netflix to fortify your competitive position in Spain. Contact us now to access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles (e.g. The Witcher), 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.
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Our TV audience measurement dataset is truly global. Discover how popular Netflix‘s The Witcher 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 Spain, 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. Spain, which can then be benchmarked against genre averages (e.g. Action Fantasy), using our globally standardized Demand Expressions® metric.
This page has been revised on Feb. 28, 2024, 1 p.m. PST using demand data from Parrot Analytics for The Witcher in Spain. We provide our partners with valuable OTT know-how to help them drive better and more informed content sales strategies. Contact us today to find out more.