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, it is important to leverage data and gain insights into audience demand to make informed content, acquisition, distribution, and programming decisions. The analysis of "Gangs Of London" for the month of April 2024 in India provides some valuable insights on how demand data can be used for strategic decision making.
One of the most significant insights is that "Gangs Of London" had 3.5 times the audience demand of the average show in India over the last 30 days. This metric is valuable in content valuation as it helps determine how much a particular title is worth and reveals the dollar value contribution of the content to the platform in any region. Understanding the show's demand trend is also beneficial in assessing its ability to drive subscriptions and mitigate churn. In this case, the demand for "Gangs Of London" has been increasing recently, which signals its popularity among audiences.
It is also essential to examine the show's rank as it is a good indicator of its performance. "Gangs Of London" reached the peak rank of #417 in India but dropped in its rank by 1430 spots during April in India. Although the rank should be taken lightly, as it is a constantly changing metric, it does provide some insights into the show's relative popularity.
Another important aspect to consider is the show's audience demand in its genre. "Gangs Of London" ranks at the 96.5th percentile in the drama genre in India, which shows that it has higher demand than 96.5% of all drama titles in India. This metric is helpful in understanding how the show is performing in its specific genre.
To further understand the audience, it is important to analyze the shows that fans of "Gangs Of London" also like. This insight can provide valuable data on how to optimize upcoming productions for success. In this case, audiences also like "Halo", "Young Sheldon", "The Boys", "The Rookie", "Snowfall", "Loki", "Star Trek: Discovery", "From", and "The Bear".
Understanding the show's audience demand trends is also crucial. During April, audience demand for the show decreased in India by 30.3%, and the demand spiked in mid-April. This information can help the executive with decisions concerning supply and demand and in making more informed acquisition decisions.
Additionally, analyzing the show's performance on a 1-year rolling basis versus the last 30 days can also provide some insights. In the last 30 days, "Gangs Of London" peaked at 8.2 times the title average, indicating increased popularity. Comparatively, its average demand on a rolling year basis was 2.2 times the title average, indicating that the show has increased in popularity.
Examining the performance of "Gangs Of London" in the top 10 global markets where it is most in-demand reveals that the show outperforms the demand of the average TV show (1x) in each of these markets. Understanding the show's performance in other countries is important in understanding its global appeal and informing decisions to support global SVOD expansion.
Overall, leveraging demand data helps entertainment executives access valuable insights into audience demand, providing them with real-time insights into how their content is performing. By understanding content valuation, taste clusters, demographic patterns, competitive benchmarking, and travelability, executives can make informed decisions about their content's future, how to distribute it globally, and which markets to target.
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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 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 Sky Atlantic 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 Gangs Of London, for example, can be assessed for a market e.g. India, which can then be benchmarked against genre averages (e.g. Thriller), using our globally standardized Demand Expressions® metric.
This page has been amended on May 10, 2024, 12:15 a.m. PST using global television demand data from Parrot Analytics for Gangs Of London in India. We provide our partners with extensive media industry workflows to help them drive better and more informed content advertising strategies. Contact us today to find out more.