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, demand data can play a crucial role in your decision-making process around content valuation, acquisition, distribution, and programming. Examining a specific example, we can take a look at the hit series "The Witcher" and use this data to make more informed decisions.
First and foremost, understanding the level of demand for a show can be key to valuing its worth and potential contribution to your platform. Looking at "The Witcher," we see that its audience demand in Ireland is outstanding, with 8.3 times the demand of the average show. With only 2.7% of all TV shows achieving this level of demand, "The Witcher" is clearly a valuable asset to any platform. Additionally, monitoring the trend of the show's demand over time can help to assess its value and potential longevity, with demand increasing in recent history.
Comparing the show's performance to other titles in its genre can also be important from a valuation standpoint. "The Witcher" ranks at the 99.9th percentile in the drama genre in Ireland, indicating higher demand than virtually all other drama titles in the country. Understanding which shows are performing similarly well among fans can also provide context for where to prioritize investment and acquisition efforts.
Moving beyond valuation, understanding the global performance of "The Witcher" and its relative travelability can help inform distribution decisions and global investment strategies. As the show outperforms the average TV show in every top market where it is most in-demand, its potential reach is high and there may be opportunity for expansion into new markets. Similarly, evaluating the spin-off potential of a successful show like "The Witcher" can add to its value and inform programming and development decisions.
Finally, monitoring demand data can also inform programming decisions around decision-making for release strategy, marketing optimization, and local audience targeting. Understanding the demand for a show in specific markets can help tailor promotional efforts and identify opportunities to attract new subscribers or retain existing ones.
In conclusion, "The Witcher" serves as an example of the valuable insights demand data can provide for entertainment executives across the industry. From content valuation to acquisition, distribution, and programming decisions, leveraging this data can help make informed, data-driven decisions to drive success and growth.
The Witcher's travelability to Ireland in the last 30 days is 17%, which means that the audience demand for The Witcher is 17% 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 Ireland, 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. Ireland, which can then be benchmarked against genre averages (e.g. Action Fantasy), using our globally standardized Demand Expressions® metric.
This page has been enhanced on Sept. 11, 2023, 9:33 p.m. PST using tv demand content analytics from Parrot Analytics for The Witcher in Ireland. We provide our partners with smart OTT expertise to help them drive better and more informed content partnership strategies. Contact us today to find out more.