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.
The use of demand data can be immensely helpful for entertainment executives in making informed content, acquisition, distribution, and programming decisions. Demand information can be used to determine show valuations, optimize marketing campaigns, and gauge audience preferences. Let's take the case of "The Mandalorian" and examine how its demand data in Japan for October 2023 can inform the decision-making process of entertainment executives.
Content Valuation: Demand data is a critical factor in the calculation of a show's value. In the case of "The Mandalorian," its exceptional demand in Japan indicates that it is a highly valuable show in the market. With 9.6 times the audience demand of the average show over the last 30 days, executives can conclude that the show's monetary value is high. By using the Parrot Analytics content valuation system, entertainment executives can determine how much they can spend on content and make informed valuation decisions based on the demand data.
Programming Decisions: Demand information can help entertainment executives with programming decisions. With "The Mandalorian" achieving the peak rank of #67 in Japan and moving up by 129 spots during October, executives can determine the show's performance in Japan and make programming decisions based on this data. Additionally, executives can leverage taste clusters to determine what genres resonate the most with audiences and focus their programming accordingly. In this case, the data reveals that "The Mandalorian" ranks at the 98.9th percentile in the science-fiction genre, indicating that networks that acquire this show can target audiences that prefer these genres of programming.
Acquisition and Distribution Decisions: Entertainment executives can use demand data to inform acquisition and distribution decisions. In this case, executives can see that other shows that fans of "The Mandalorian" also like are "The Last Of Us", "Foundation", "Rick And Morty", "Loki", "Star Trek: Strange New Worlds", "Star Trek: Picard", "Andor", "South Park" and "The Book Of Boba Fett". This information can help them determine which shows to acquire and distribute based on the audience's preferences.
Subscriber Acquisition and Retention: The demand data for "The Mandalorian" can also inform decisions on subscriber acquisition and retention. With the show's exceptional demand across all platforms, executives can acquire the content to attract new subscribers to their SVOD service. Furthermore, the data indicates that the show's longevity is excellent, suggesting that the show can help retain customers who have subscribed to a service to watch "The Mandalorian."
In conclusion, "The Mandalorian's" demand data in Japan highlights the various ways in which demand information can help entertainment executives in making content, acquisition, distribution, and programming decisions. By using this data, entertainment executives can optimize decision-making processes, determine show valuations, and identify audience preferences that help attract new subscribers and retain current ones.
The Mandalorian's travelability to Japan in the last 30 days is 20%, which means that the audience demand for The Mandalorian is 20% of the demand in its country of origin, United States. Click through to another market to discover how well The Mandalorian 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 Japan, 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+ 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 Mandalorian, for example, can be assessed for a market e.g. Japan, which can then be benchmarked against genre averages (e.g. Sci-Fi Action), using our globally standardized Demand Expressions® metric.
This page has been adjusted on March 19, 2024, 2:56 a.m. PST using global tv demand data from Parrot Analytics for The Mandalorian in Japan. We provide our partners with smart content analyses to help them drive better and more informed content partnership strategies. Contact us today to find out more.