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 a TV executive, leveraging demand data can inform multiple strategic decisions related to content acquisition, production, distribution, and programming. In this context, let us examine "The Winter King" in India in December 2023, using the demand data provided by Parrot Analytics.
Content Valuation:
Demand data can be used to estimate the monetary value of a TV show, and drive investment decisions. "The Winter King" has an exceptional global performance, with outstanding audience demand across all platforms. Its valuation in India is good, as it has 3.1 times the audience demand of the average show in the country. Moreover, it shows outstanding travelability, as its demand in India was only 16% compared to the demand in its country of origin, the United Kingdom. These factors provide a promising signal for "The Winter King's" potential profitability.
Content Acquisition:
Demand data helps with identifying trends in audience preferences, allowing executives to acquire shows that fit the tastes of their subscribers. TV show recommendations related to "The Winter King" suggest that the audience interested in this series is also interested in several other shows. Studying these recommendations can aid executives in acquiring further titles that align with "The Winter King's" audience preferences.
Programming and Distribution:
Data on the demand of a TV show in different countries can inform decisions about where to license the title or distribute it globally. For instance, the show performs exceptionally well in the United Kingdom, and the demand in India has increased over the course of December, indicating that the show might appeal to Indian viewers over time. Furthermore, its outstanding demand in several other global markets like the United States, Brazil and Sweden, suggests distribution opportunities for the show exist in these countries.
Content Investment:
Demand data enables executives to anticipate the future success of a TV show. In this context, looking at the show's average demand on a rolling year basis versus the demand over the last 30 days, indicates an increase in the popularity of "The Winter King" in December. This shows that the show has promise and improving audience demand. Therefore it is an indication that investing in this show might be profitable.
Marketing and Promotion:
Demand data offers insight into how successful a marketing campaign is by tracking audience engagement. The data shows that the show's demand in India spiked mid-December, which corresponds with the same time the show aired. This relationship between show premier and the mid-December demand spike, suggests that promoting the series when it airs on the platform can create more buzz around the show as it coincides with a time of increased demand.
In conclusion, demand data is a valuable tool for executives in the entertainment industry. It plays a crucial role in their strategic decision-making processes related to content valuation, acquisition, distribution, production, investment, promotion, and programming. By closely examining the demand for a TV show like "The Winter King," executives can make well-informed decisions that can impact the success of their businesses.
The Winter King's travelability to India in the last 30 days is 13%, which means that the audience demand for The Winter King is 13% of the demand in its country of origin, United Kingdom. Click through to another market to discover how well The Winter King travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular ITVX‘s The Winter King 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 ITVX 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 Winter King, for example, can be assessed for a market e.g. India, which can then be benchmarked against genre averages (e.g. Historical Drama), using our globally standardized Demand Expressions® metric.
This page has been recreated on April 22, 2024, 2:01 p.m. PST using tv demand data from Parrot Analytics for The Winter King in India. We provide our partners with valuable media industry workflows to help them drive better and more informed content acquisition strategies. Contact us today to find out more.