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.
If you're an executive tasked with making decisions about content, acquisition, programming, or distribution, access to demand data like that which Parrot Analytics provides can help you make more informed decisions. To demonstrate how demand data can help you, let's take a look at the example of "Loki" for the month of October 2023 in South Korea.
Firstly, demand data can help with content valuation. "Loki" has 19.0 times the audience demand of the average show in South Korea over the last 30 days, and has moved up in ranking significantly over the month. This popularity indicates that the show has high value for any platform or network that decides to acquire it or distribute it. You can use Parrot Analytics' content valuation system, which calculates dollar value contribution of any title, to help determine the ROI a specific title like "Loki" will bring to any given platform or network.
In addition to content valuation, demand data can help with programming and content decisions. Knowing that "Loki" is achieving exceptional audience demand across all platforms and from audiences around the world, executives may want to consider other shows that are related or that fans of "Loki" also like. In this case, shows like "Ahsoka," "The Wheel Of Time," and "Star Trek: Strange New Worlds" may be worth considering given their popularity amongst "Loki" fans. The information captured in Parrot Pulse can be particularly helpful in this area, providing detailed insights across six dimensions, including travelability, franchise value, momentum, longevity, and reach.
Demand data can also help executives make more informed acquisition and distribution decisions. For example, with "Loki" achieving exceptional audience demand across all platforms, networks in countries where the show has lower demand can consider acquiring it or distributing it for increased viewer numbers. Knowing that the show's longevity and momentum are also exceptional, they can be confident in the show's ability to maintain its popularity for longer.
Finally, demand data can help executives with marketing decisions. By knowing where the show is most popular globally, executives can tailor their marketing campaigns to those markets to get the most traction. They can also look at how audience demand is changing over time to understand which elements of the marketing campaign are most effective. With "Loki" seeing a 60.0% increase in audience demand in South Korea for the month of October, executives can use this information to better tailor their marketing strategy for that market going forward.
In summary, demand data can help entertainment executives make more informed decisions about content, acquisition, distribution, and programming. The example of "Loki" demonstrates how demand data can provide valuable insights into audience preferences, platform performance, and overall show profitability. By partnering with Parrot Analytics and utilizing their robust demand data capabilities, entertainment executives can make more data-driven content decisions and realize the benefits of profitable content offerings.
Loki's travelability to South Korea in the last 30 days is 46%, which means that the audience demand for Loki is 46% of the demand in its country of origin, United States. Click through to another market to discover how well Loki travels internationally.
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Acquire the best shows from partners such as Disney+ to fortify your competitive position in South Korea. Contact us now to access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles (e.g. Loki), including those that have not even been released. Leverage a return-focused selection criteria for title acquisition by incorporating country-specific trend and market demand factors.
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Our TV audience measurement dataset is truly global. Discover how popular Disney+‘s Loki 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 South Korea, 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 Loki, for example, can be assessed for a market e.g. South Korea, which can then be benchmarked against genre averages (e.g. Superhero Series), using our globally standardized Demand Expressions® metric.
This page has been changed on April 22, 2024, 2:01 p.m. PST using global demand metrics from Parrot Analytics for Loki in South Korea. We provide our partners with meaningful content expertise to help them drive better and more informed content marketing strategies. Contact us today to find out more.