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.
Demand data can provide valuable insights for entertainment executives in making decisions about content, acquisition, distribution, and programming. Using the example of "Arrow," let's see how demand data could be used to make more informed content decisions:
1. Content Valuation: By analyzing the demand data of "Arrow," executives can determine the worth of the show in different markets and assess its value as a strategic asset. They can use the demand data to estimate the ROI and assess the ability of the series to drive subscriptions and mitigate churn.
2. Competitive Benchmarking: Having the ability to compare the demand for "Arrow" against other titles available on the market will help executives to make informed content decisions. They can see what genres and shows are resonating the most with the audience, compare the show's popularity against others, and uncover under-monetized titles.
3. Audience Targeting: With the knowledge of its appeal and popularity in different markets, executives can use demand data to find the right audience for "Arrow." They can create optimized release strategies and pricing that are more geared towards the specific audience, and pick the right platforms for distribution.
4. Franchise and Spin-off Creation Strategy: By measuring the franchisability of "Arrow," executives can determine how best to monetize the IP for this show through spin-offs or franchises. They can also discover which IP to develop into a franchise, based on how well it performs.
5. Trend Monitoring: Knowing key information about "Arrow" such as its audience appeal, demand spikes, and its momentum, executives can predict how well the marketing campaign for the show will do, what elements of the show are popular with fans, and understand if the show is part of the cultural zeitgeist.
In conclusion, demand data on shows like "Arrow" can help executives in the entertainment industry by providing them with data-driven insights into what works and what doesn't; and by helping them to spot trends and opportunities for new content. With demand data, executives can make better decisions, reduce risk, and ultimately produce content that appeals to their audience and boosts their bottom line.
Arrow's travelability to India in the last 30 days is 40%, which means that the audience demand for Arrow is 40% of the demand in its country of origin, United States. Click through to another market to discover how well Arrow travels internationally.
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Acquire the best shows from partners such as The CW to fortify your competitive position in India. Contact us now to access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles (e.g. Arrow), 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 The CW‘s Arrow 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 India, 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 Arrow, for example, can be assessed for a market e.g. India, which can then be benchmarked against genre averages (e.g. Superhero Series), using our globally standardized Demand Expressions® metric.
This page has been enhanced on April 18, 2024, 2:03 p.m. PST using television demand datasets from Parrot Analytics for Arrow in India. We provide our partners with extensive OTT competencies to help them drive better and more informed content investment strategies. Contact us today to find out more.