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, it's essential to make informed decisions about content creation, acquisition, distribution, and programming to appeal to audiences and increase revenue. Demand data can provide valuable insights to support these decisions. For example, the demand for "Vikings: Valhalla" in Italy is good, with 5.9 times the audience demand of the average show in Italy over the last 30 days. Only 8.6% of all TV shows have this level of demand, so Viking: Valhalla's demand is remarkable. Furthermore, its demand has been increasing recently, which indicates an opportunity to create more content around it.
Content valuation is essential when it comes to deciding how much to spend on content. With Parrot Analytics' content valuation system, it's possible to determine the dollar value contribution of any title to any platform in any region, based on the demand data. By using the system, you can calculate the ROI a specific title will bring to the platform. Additionally, you can identify how a TV series drives subscriptions and impacts churn by assessing its performance as an acquisition-driving or churn-reducing title. Parrot Analytics content valuation system is an excellent tool to help make informed content creation and acquisition decisions.
Demand data also helps to uncover new opportunities. By mapping the local whitespaces, content creators can identify the most popular genres in a specific market, allowing them to create more localized content. Additionally, it's possible to uncover new under-monetized titles with growing demand to increase revenue and find new opportunity markets for content distribution.
Franchisability and Travelability are two additional dimensions that demand data can assess. For example, Travelability quantifies a show's international demand relative to its home market, providing insights to support global expansion. On the other hand, Franchisability measures the spin-off potential of a show, which can add value to the franchise's intellectual property.
Demand data can also be used for programming decisions. By identifying other shows that fans of "Vikings: Valhalla" also like, TV executives can better understand their audience's preferences. Additionally, by assessing the show's performance over time, executives can make accurate decisions around positioning, marketing, release strategy, and pricing.
Demand data enables competitive benchmarking, allowing TV executives to compare their content against other titles available in the market. This also provides insights for negotiations when it comes to acquiring or distributing content.
Finally, demand data empowers talent agencies to make informed decisions when it comes to talent selection. Affinity analysis allows them to identify who the best talent or brand to partner with to expand their audience.
"Vikings: Valhalla" provides an excellent example of how demand data can provide valuable insights for TV executives. By analyzing the show's performance in Italy over the last month, we see that the demand is good. Furthermore, the demand has increased by 12.6% in Italy during February 2024. Additionally, by examining the top ten global markets where "Vikings: Valhalla" is in-demand, we see that the show outperforms the demand of the average TV show in each of these markets. This information can help TV executives make better decisions around content creation, acquisition, distribution, and programming.
Vikings: Valhalla's travelability to Italy in the last 30 days is 75%, which means that the audience demand for Vikings: Valhalla is 75% of the demand in its country of origin, United States. Click through to another market to discover how well Vikings: Valhalla travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Netflix‘s Vikings: Valhalla 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 Italy, 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 Netflix 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 Vikings: Valhalla, for example, can be assessed for a market e.g. Italy, which can then be benchmarked against genre averages (e.g. Action Drama), using our globally standardized Demand Expressions® metric.
This page has been regenerated on March 29, 2024, 12:56 a.m. PST using global demand metrics from Parrot Analytics for Vikings: Valhalla in Italy. We provide our partners with far-reaching entertainment industry competencies to help them drive better and more informed content marketing strategies. Contact us today to find out more.