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.
In today's entertainment industry, leveraging demand data can drive TV executives to make more informed content decisions. For instance, let's take the example of "Titans," which follows the story of young heroes of the DC Universe as they come of age and find belonging in a gritty take on the classic Teen Titans franchise. How can the analysis of "Titans'" demand data for March 2024 in India help TV executives make better decisions? Here are some insights:
1. Content valuation: Content valuation is a critical part of any strategic decision making, and demand relates to content valuation. The Parrot Analytics content valuation system can determine how much a particular title is worth to any platform in any region. By quantifying the platform-specific marginal revenue contribution and how a title drives engagement across the rest of the catalog, it can calculate a specific show's return on investment in various marketplaces. Therefore, by analyzing a series like "Titans," executives can learn how much of its value is attributed to its fans' demand, what the value of the show's library can be for a platform over time, and whether the show will drive more subscriptions or mitigate churn for any given platform.
2. Programming and acquisition decisions: The demand data of a specific title can help executives make programming and acquisition decisions. For instance, the rise of "Titans" in rank by 45 spots in India during March indicates an increasing interest in the show, revealing its potential to become a strategic asset for any streaming platform. Since the show's demand in India increased by 9.7% in March, executives could use this information to understand the show's trend and make better decisions regarding its programming and acquisition.
3. Distribution decisions: Distribution decisions become more comfortable with audience demand data. The demand analysis of "Titans" reveals that the show outperforms the demand of the average TV show in different markets, including the United States, Germany, Brazil, Canada, the United Kingdom, the Netherlands, Sweden, Russia, and Paraguay. Therefore, evaluating the popularity and travelability of a show through its demand data can help executives determine which platforms and networks to target to achieve broad reach, increase viewership, and expand their revenue streams.
4. Franchise potential: Understanding franchise potential and spinoff opportunities can drive intellectual property monetization. The analysis of "Titans" through the Parrot Pulse measure shows that the show's franchisability is exceptional. Therefore, executives can leverage this data to assess how best to monetize the IP for the show through spin-offs or franchises and develop new revenue streams.
5. Pre-release marketing campaigns: Demand data can help craft marketing campaigns by providing insights into which channels to use, what fan base to attract, and how to optimize for the desired target audience. By using demand data, executives can identify which elements of an existing content the fans like the most. Since March was a spike in demand, executives would use this information to optimize the show's marketing campaign ahead of the release to ensure that it attracts the right audience to the platform.
In conclusion, audience demand data can drive better-informed decisions across the whole spectrum of the entertainment industry. By leveraging Parrot Analytics' demand data analysis of a show like "Titans," executives can conduct content valuation, make more informed content, acquisition, or distribution decisions. This analysis encompassed metrics such as parity with the average show in a given market, trends in demand over time, category-specific demand, affinity analysis, taste clusters, and genre mapping, plus travelability, momentum, franchisability, longevity, and reach dimensions to hone in on actionable insights. In a competitive environment, such metrics can help executives make informed decisions that resonate with their audience and create the expected return on investment.
Titans's travelability to India in the last 30 days is 22%, which means that the audience demand for Titans is 22% of the demand in its country of origin, United States. Click through to another market to discover how well Titans travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular HBO Max‘s Titans 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 HBO Max 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 Titans, 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 regenerated on April 22, 2024, 2:02 p.m. PST using global television demand analytics from Parrot Analytics for Titans in India. We provide our partners with valuable SVOD expertise to help them drive better and more informed content advertising strategies. Contact us today to find out more.