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, imagine being presented with data on a show called “Lootere” in India for the month of March 2024. As an OTT, SVOD, or pay TV network executive, you would find the following insights important to optimize content acquisition and distribution decisions.
Firstly, the demand for “Lootere” was 3.5 times higher than the average show in India over the past 30 days. Since only 8.6% of all TV shows achieve this level of demand, this is a good sign for the show's performance. Moreover, the demand for the show has increased by 27.8% since the beginning of March, indicating that demand is growing for the show.
Secondly, “Lootere” has been popular in India and outperforms other titles in the drama genre, with demand higher than 97.7% of all drama titles in India. However, we see that the show ranks lower in travelability, longevity, momentum, franchisability, and reach as compared to the average TV show. This may indicate that the show may not have immediate potential for international appeal or the ability to generate related content and spin-offs. Additionally, the show may not be immediate competition in terms of demand against the big titles that dominate social media and trended topics.
Thirdly, we know that India is the show's number one market globally, and the demand for the show is 0.8x higher than the average for this market. Pakistan, Nigeria, and the Philippines also have a good demand for this show; for the rest of the markets, demand is just okay. This information can help executives identify which countries and regions they should focus on expanding further or acquiring more content; in this case, the show’s producers want to focus on India and the countries with good demand.
Fourthly, we can note that "Lootere" peaked at a demand of 5.9 times the average demand in the last 30 days, which is higher than its annual peak demand. This could indicate that there is a trend in the show growing in popularity, and it may indicate that there is an opportunity to reap better value from the title.
Lastly, the demand for the show was seen to increase late in the month, offering a possible opportunity to boost sales of the show. The producers can choose to focus marketing ad spend towards the last week of March to maximize returns.
In conclusion, by utilizing demand data on a show, executives can make more informed content acquisition and distribution decisions. Demand data can also help executives to identify untapped markets and window of opportunities for the shows to expand and gain popularity; this is important when valuing and acquiring content for an SVOD or pay TV network or acquiring distribution rights. As the Parrot Analytics content valuation system demonstrates, executives can use demand data to reveal the dollar value contribution of any title, to any platform, in any region, given the digital age we live in.
This is Lootere (लुटेरे)'s home market and therefore its travelability is 100%; the travelability of a TV show's market of origin is always 100%. Click through to another market to discover how well Lootere (लुटेरे) travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Disney+‘s Lootere (लुटेरे) 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 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 Lootere (लुटेरे), for example, can be assessed for a market e.g. India, which can then be benchmarked against genre averages (e.g. ), using our globally standardized Demand Expressions® metric.
This page has been renewed on April 22, 2024, 2:01 p.m. PST using television demand datasets from Parrot Analytics for Lootere (लुटेरे) in India. We provide our partners with comprehensive TV workflows to help them drive better and more informed content investment strategies. Contact us today to find out more.