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.
How Demand Data Can Inform Strategic Decisions in the Entertainment Industry
If you're an entertainment executive looking to make more informed content, acquisition, distribution, or programming decisions, demand data can provide valuable insights that can help guide your decision-making. One show that provides a good example of how demand data can assist with understanding audience preferences is "Zig & Sharko," a French animated series.
Content Valuation Based on Demand Data
Demand data is crucial in determining the dollar value contribution of any title, to any platform, in any region. For instance, by examining demand data for "Zig & Sharko," entertainment executives can determine the value of the show and make informed decisions about content acquisition, distribution, or programming. In March 2024, "Zig & Sharko" had 7.1 times the audience demand of the average show in India over the last 30 days, which means that the demand for this show is good. Based on the long-term demand, executives can determine if the show has sustained demand or if it is losing popularity over time.
Comparing the show's performance over the past year versus the last 30 days provides further insights. It peaked at 9.8 times the average in the last 30 days, indicating a 14.6% increase. Still, the show's average demand on a rolling year basis was 8.4 times the average title, compared to 7.1 times the title average for the last 30 days, indicating that this show has decreased in popularity.
Understanding Audience Preferences for Better Acquisition and Distribution Decisions
Entertainment executives can also use demand data to make informed acquisition and distribution decisions. Audience preferences can be identified, allowing executives to select content with high demand. For instance, Zig & Sharko's fans in India also enjoy shows like "Star Trek: Lower Decks," "Star Trek: Discovery," "Star Trek: Picard," "Your Honor," "The Walking Dead," "Legacies," "The Handmaid's Tale," "For All Mankind" and "The Walking Dead: World Beyond." With this knowledge, executives can make informed decisions about the type of content to acquire and distribute to appeal to their target audience.
Global Performance Analysis and Expansion Opportunities
Demand data can also be used to quantify demand across all countries and regions, enabling entertainment executives to identify global performance trends and potential expansion opportunities. In the case of "Zig & Sharko," it had outstanding audience demand in Brazil, France, Croatia, and Albania, countries in which it significantly outperformed the average TV show. This knowledge may inform international distribution and licensing investments to expand an audience across territories.
Optimizing Release Strategy and Marketing
By examining demand data, executives can optimize their release strategy and marketing efforts. In the case of "Zig & Sharko," demand spiked in mid-March, which might indicate that optimized March releases or marketing tactics could be more effective in the future. Gusto programming may be a suitable pair for optimizing travelability of the Zig & Sharko show given that it has many travel/cooking programs.
Morevoer, understanding trending genres or identifying local white spaces can inform marketing strategies as well. The data gathered from demand can also inform post-premiere marketing efforts by highlighting the show's momentum (pace of growth) and its position in the cultural zeitgeist.
Conclusion
In conclusion, entertainment executives working across various platforms can greatly benefit from demand data. It provides valuable insights and data-driven strategies for informed development, acquisition, distribution, programming, marketing, and expansion decisions. The case of "Zig & Sharko" is a good example of the kind of insights that can be extracted from demand data. By taking advantage of these insights, executives can make more informed and profitable decisions.
Zig & Sharko's travelability to India in the last 30 days is 65%, which means that the audience demand for Zig & Sharko is 65% of the demand in its country of origin, France. Click through to another market to discover how well Zig & Sharko travels internationally.
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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 Canal+ 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 Zig & Sharko, for example, can be assessed for a market e.g. India, which can then be benchmarked against genre averages (e.g. Cartoon), using our globally standardized Demand Expressions® metric.
This page has been amended on April 22, 2024, 2:04 p.m. PST using global demand datasets from Parrot Analytics for Zig & Sharko in India. We provide our partners with comprehensive TV insight to help them drive better and more informed content acquisition strategies. Contact us today to find out more.