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, you need to make informed decisions, whether they are related to content, acquisition, distribution, or programming. One way to achieve this is by utilizing demand data from Parrot Analytics. For instance, let's consider the example of "The Night Manager" in India during March 2024 and explain how demand data can help inform strategic decisions.
Content Valuation: Using demand data, you can estimate the value of "The Night Manager" in India, allowing you to determine how much to spend on the show. With outstanding demand, the show is currently 11.8 times more in-demand than the average title in India. This information can help determine the show's value, making it easier to decide on the price or whether to invest in the series at all.
Acquisition Decisions: You can also use demand data to inform your acquisition decisions. "The Night Manager" is experiencing a rise in demand in India. The show's demand has spiked in March, indicating that the show is gaining interest and increasing its viewer base. You can use this data to decide whether to acquire the rights to the show and distribute it to a wider audience or whether to acquire similar shows for the region.
Programming Decisions: Demand data is also helpful for programming decisions. For instance, you can use the data to answer questions such as how to optimize the show's release strategy or the best marketing efforts for the show. By analyzing the show's demand in different markets globally, you can take steps that will perform well in reaching the desired audience.
Distribution Decisions: The decision to distribute "The Night Manager" can use evidence from Parrot Analytics data, which outlines how well the show is performing in each market. Analyzing the top 10 global markets where "The Night Manager" is most in-demand can help inform decision-makers on which markets are profitable and worth pursuing.
In summary, Parrot Analytics' demand data provides valuable insights for entertainment executives, whether they are for content valuation, acquisition, distribution or programming decisions. In the case of "The Night Manager," demand data from India and other markets has enabled an understanding of the show's popularity, which may help support the decision-making process.
This is The Night Manager'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 The Night Manager travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Disney+ Hotstar‘s The Night Manager 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+ Hotstar 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 Night Manager, for example, can be assessed for a market e.g. India, which can then be benchmarked against genre averages (e.g. Crime Drama), using our globally standardized Demand Expressions® metric.
This page has been modified on April 22, 2024, 2:02 p.m. PST using demand datasets from Parrot Analytics for The Night Manager in India. We provide our partners with extensive OTT analyses to help them drive better and more informed content investment strategies. Contact us today to find out more.