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, you need to make informed decisions about the content you should produce, acquire, distribute and program. That's where demand data comes into play. By analyzing and interpreting the demand data surrounding a particular title like "The Last Of Us," you can gain valuable insights that can inform your decisions.
Content Valuation:
The demand data around "The Last Of Us" can be used to determine its worth. This is useful information for TV executives looking to acquire or distribute the content. The study revealed that this show has 9.8 times the audience demand of the average show in South Korea over the last 30 days, and 2.7% of all TV shows have this level of demand. Its value has increased recently, and its peak rank in South Korea was #34, which shows that this show has a high perceived value in South Korea.
Supply and Demand:
Demand data can be used to identify what type(s) of content exhibits an opportunity to acquire or produce. For example, the data shows that "The Last Of Us" is popular among fans of "House Of The Dragon", "Rick And Morty", "Ahsoka", "Foundation", "Silo", "Loki", "Ted Lasso", "Star Trek: Strange New Worlds", and "The Lord Of The Rings: The Rings Of Power." Understanding what other content your audience likes can inform your content acquisition and production decisions.
Content Discovery:
Demand data can reveal the specific locations where a particular title is in the highest demand. For example, "The Last Of Us" scored an 18.0x in audience demand in the United States, where it outperforms the demand of the average TV show. The show also has an outstanding demand in countries like the United Kingdom, Canada, Russia, China, India, Australia, Brazil, and the Netherlands. By knowing where a show has the highest demand, you can better tailor your content distribution and marketing strategies to these audiences.
Marketing:
Demand data can be used to optimize marketing campaigns ahead of a premiere, and measure the effectiveness of the marketing campaign after a premiere. For example, it can be used to evaluate the effectiveness of the marketing campaign of "The Last Of Us" in late October, which saw a spike in demand for the show.
Subscriber Acquisition and Retention:
Demand data can help TV executives looking to acquire or produce the most effective titles that will attract new subscribers. In the case of "The Last Of Us," its outstanding demand in the United States, Canada, UK, Russia, China, India, Australia, Brazil, and the Netherlands suggest that it may be an effective title to retain and acquire subscribers. Additionally, demand data can also help TV executives decide which titles to buy to keep their current audience happy.
Franchisability:
Demand data can indicate show's potential to be leveraged into spin-offs or franchises. The Parrot Pulse shows that "The Last Of Us" has outstanding franchisability. The data suggests that TV executives could explore further monetization opportunities of the popular show through spin-offs or franchises.
In conclusion, demand data is a valuable resource that can help TV executives to make more informed decisions about content acquisition, distribution, production and programming. By analyzing and interpreting the data around a particular title, like "The Last Of Us," they can better understand its value, potential, location-specific audience preferences, marketing effectiveness, and franchising potential. At Parrot Analytics, our content valuation system uses demand data to reveal the dollar value contribution of any title, to any platform, in any region.
The Last Of Us's travelability to South Korea in the last 30 days is 32%, which means that the audience demand for The Last Of Us is 32% of the demand in its country of origin, United States. Click through to another market to discover how well The Last Of Us travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular HBO‘s The Last Of Us 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 HBO 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 Last Of Us, for example, can be assessed for a market e.g. South Korea, which can then be benchmarked against genre averages (e.g. Action Drama), using our globally standardized Demand Expressions® metric.
This page has been updated on April 17, 2024, 2:03 p.m. PST using demand metrics from Parrot Analytics for The Last Of Us in South Korea. We provide our partners with essential television workflows to help them drive better and more informed content partnership strategies. Contact us today to find out more.