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 be utilized to inform your content, acquisition, distribution, or programming decisions. Let's take the example of "Ms. Marvel" in India in March 2024. By looking at the demand data, we can get answers to several questions that arise during the strategic decision-making process.
One of the crucial questions is regarding content valuation, and demand data is an excellent tool for valuing content. For instance, we can ask how much the show is worth, and demand data can help us answer that question. In this case, "Ms. Marvel" had 4.5 times the audience demand of the average show in India over the last 30 days. Its outstanding worldwide audience demand and high travelability indicate that the show's value could be high. Moreover, the Parrot Pulse for "Ms. Marvel" reveals that the show has positive perception scores across six dimensions, including momentum and franchisability. All these metrics point towards a potentially high valuation for the series.
Another question is about content selection, and demand data can help in decision making. For instance, using demand trends, we can gain insights into what type of content exhibits an opportunity to acquire or produce. Studying the show's performance on a rolling year basis shows that although it peaked at 7.6 times the average over the entire year, it decreased in popularity to 4.5 times the title average for the last 30 days. This insight can be used when evaluating whether to acquire or produce a similar show.
Demand data can also help in programming decisions, such as determining the best release strategy or making informed pre-release marketing campaigns. For example, demand data can help answer questions such as which shows are trending or resonating most with your target audience, allowing you to optimize release timing, determine marketing strategies, and even pricing. In the case of "Ms. Marvel," while demand in India decreased by 39.6% during March, the demand spiked in late March, which can provide valuable insights to executives in regards to timing their promotional strategies.
Moreover, demand data can inform the distribution decisions of TV executives in the selection of which platforms should be targeted for content distribution. Analyzing the data of "Ms. Marvel" shows its global popularity, with outstanding demand reported across all of the top markets - Israel, the US, Italy, Poland, Russia, France, Canada, Philippines, and the United Kingdom. The data shows that the show outperforms the demand of the average TV show in each of these markets, indicating a potentially substantial market size with a broad reach that TV executives can target.
Therefore, as an entertainment executive, leveraging demand data can equip you with actionable insights that can inform your strategic decision-making process. Whether it is valuing content and selecting shows, programming decisions, distribution decisions, and acquiring or producing a similar show, demand data is a powerful tool that organizations can utilize.
Ms. Marvel's travelability to India in the last 30 days is 41%, which means that the audience demand for Ms. Marvel is 41% of the demand in its country of origin, United States. Click through to another market to discover how well Ms. Marvel travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Disney+‘s Ms. Marvel 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 Ms. Marvel, 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 changed on April 22, 2024, 2:03 p.m. PST using global demand data from Parrot Analytics for Ms. Marvel in India. We provide our partners with meaningful television industry workflows to help them drive better and more informed content acquisition strategies. Contact us today to find out more.