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, have you ever wondered what viewers in different markets like or what shows are currently trending in a particular market? Demand data can help you make informed decisions regarding content acquisition, distribution, and programming. Let's take Marvel Studios' "Loki" as an example to see how demand data can aid a TV executive's decision-making process.
Firstly, demand data can be used to determine the monetary value of content. By using Parrot Analytics' valuation system, you can identify the dollar value contribution of any title, such as "Loki", to a platform. Parrot Analytics' content valuation is an economic valuation system powered by global content demand and supply.
Secondly, demand data can aid content acquisition decisions. By using demand data, you can estimate how much a particular title is worth to another streaming platform. In addition, you can calculate the ROI a specific title will bring to any given platform. Using demand data, you can determine a TV series' ability to drive subscriptions and mitigate churn. For instance, "Loki" has 12.4 times the audience demand of the average show in Mexico, and its demand increased by 15.8% in March 2024. This level of demand indicates that "Loki" is a title worth acquiring.
Thirdly, demand data can inform distribution decisions. By using demand data, you can identify which platforms to target for content distribution. You can also assess the exclusivity of titles by analyzing their demand patterns across different platforms. In the case of "Loki," the show's worldwide audience demand across all platforms is exceptional, whilst its travelability is also exceptional. Thus, TV executives can consider distributing the show internationally.
Fourthly, demand data can aid programming decisions. By using demand data, you can identify the types of content that exhibit opportunity to acquire or produce, or the types of content that are in demand in a particular market. For instance, "Loki" is currently outperforming the demand of the average TV show in each of the top 10 global markets over the last 30 days, indicating a growing popularity of the show. TV executives can factor in this information to decide whether to prioritize "Loki" in their programming schedule.
In conclusion, demand data can provide TV executives with insights to make informed decisions regarding content acquisitions, distribution, programming, and content valuation. For instance, by analyzing the demand data for "Loki," executives can determine that the show has a high demand value and that it is worth acquiring or distributing in specific markets. Therefore, utilizing demand data has become a vital tool for TV executives to stay one step ahead of the competition and optimize their content strategy for their platforms.
Loki's travelability to Mexico in the last 30 days is 49%, which means that the audience demand for Loki is 49% 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 Mexico. 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 Mexico, 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. Mexico, which can then be benchmarked against genre averages (e.g. Superhero Series), using our globally standardized Demand Expressions® metric.
This page has been refreshed on April 18, 2024, 2:01 p.m. PST using global tv demand datasets from Parrot Analytics for Loki in Mexico. We provide our partners with valuable media industry workflows to help them drive better and more informed content partnership strategies. Contact us today to find out more.