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 an entertainment executive, understanding demand data is critical to making informed content decisions, acquisitions, distributions, and programming decisions. An example of how demand data can provide insights is demonstrated through the analysis of “The Witcher” in Poland during October 2023.
Demand data can be used for content valuation to determine the economic value of a title to any platform in any region. By using Parrot Analytics’ content valuation system, you can quantify the platform-specific marginal revenue contribution of a title and assess whether it is fetching its current market value. In this case, “The Witcher” has 12.3 times the audience demand of an average show, illustrating its exceptional value.
Demand data then informs scalable concept testing to understand what the audience likes and optimize upcoming productions for success. In this case, shows that are similar to “The Witcher” such as “Loki,” “The Mandalorian,” and “Rick and Morty” are popular among fans of the show, offering insights into what elements viewers value in the genre.
Demand is also critical for acquisitions and programming decisions. For example, you can evaluate the best release strategy for a show by looking at demand spikes, such as the late-October spike for “The Witcher” in Poland. As demand decreases by 10.4% during October, understanding how demand fluctuates can help you avoid costly bidding wars or overpaying for titles that may not perform well in the future.
Additionally, demand data can help you to identify which titles have the potential to attract or retain subscribers to your platform. Comparing “The Witcher” on a 1 year rolling basis vs. the last 30 days reveals a 65.7% increase in peak demand within the last 30 days. This data suggests that “The Witcher” may have been experiencing a resurgence in popularity which could have attracted or retained subscribers.
Demand data can also help with distribution decisions and global expansion. By understanding “The Witcher”’s performance in different markets, you can see where its demand is strongest and allocate funds accordingly. For example, “The Witcher” outperforms demand for the average TV show (1x) in each of its top 10 global markets, with the highest in-demand market being the United States where its audience demand is 17.5x the average TV show.
In conclusion, demand data can provide valuable insights in making informed content decisions related to valuation, acquisitions, distribution, programming, and global expansion. By leveraging demand data, entertainment executives can make more informed decisions and efficiently allocate resources to optimize success for their platform, company, or client.
The Witcher's travelability to Poland in the last 30 days is 45%, which means that the audience demand for The Witcher is 45% of the demand in its country of origin, United States. Click through to another market to discover how well The Witcher travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Netflix‘s The Witcher 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 Poland, 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 The Witcher, for example, can be assessed for a market e.g. Poland, which can then be benchmarked against genre averages (e.g. Action Fantasy), using our globally standardized Demand Expressions® metric.
This page has been recreated on Nov. 29, 2023, 1 p.m. PST using tv demand data from Parrot Analytics for The Witcher in Poland. We provide our partners with extensive media industry know-how to help them drive better and more informed content advertising strategies. Contact us today to find out more.