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 television executive, content valuation is crucial in making informed content, acquisition, distribution, and programming decisions. Fortunately, demand data collected by platforms can provide valuable insights into what viewers are watching and what they want. For instance, let's analyze "Andor," a Star Wars series, to understand how demand data can be used to make more informed content-related decisions.
One application of demand data is content valuation, that is, determining how much a show is worth. With demand data, you can get an economic valuation of your content using global content demand and supply. Demand data can reveal a title's dollar value contribution to any platform in any region. For example, demand data shows that "Andor" has achieved exceptional demand in Russia with 14.0 times the audience demand of the average show in Russia over the last 30 days. Such insights give a baseline value of a title and assess its ability to drive subscriptions and mitigate churn.
Additionally, by leveraging demand data, you can evaluate the ROI of specific titles on any given platform. One crucial decision is distributing content on different platforms. Demand data can help determine which platforms to target while considering the audience's tastes and preferences. From the "Andor" analysis, the United States and Russia are the top markets for this series. The demand in these regions is exceptionally high, making it a strategic asset for digital platforms targeting these markets.
Moreover, demand data can provide insight into how specific TV shows and genres perform. One way to do this is to compare the relative demand for different shows and genres. For instance, an analysis of "Andor" reveals that the show ranks at the 99.4th percentile in the spy genre in Russia. This means it has higher demand than 99.4% of all spy titles in Russia. Therefore, if a platform aims to produce or acquire content in the spy genre, this insight will be valuable in making more informed decisions.
Finally, demand data can help television executives optimize marketing campaigns. As seen in the case of "Andor," demand for the show spiked in late October 2023 in Russia. Demand data also indicates that the show's momentum is outstanding and it has good franchisability and reach. By examining such insights, television executives can adjust marketing campaigns to leverage "Andor's" current popularity and work on maintaining its momentum.
In conclusion, the analysis of "Andor" shows that demand data can provide valuable insights to television executives working in programming, acquisition, or content financing. By leveraging demand data, executives can make informed decisions about content valuation, audience retention, and acquisition, optimal release strategy, local whitespaces, and competitive benchmarking, among other decisions.
Andor's travelability to Russia in the last 30 days is 78%, which means that the audience demand for Andor is 78% of the demand in its country of origin, United States. Click through to another market to discover how well Andor travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Disney+‘s Andor 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 Russia, 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 Andor, for example, can be assessed for a market e.g. Russia, which can then be benchmarked against genre averages (e.g. Spy Action), using our globally standardized Demand Expressions® metric.
This page has been altered on April 22, 2024, 2 p.m. PST using demand datasets from Parrot Analytics for Andor in Russia. We provide our partners with deep content capabilities to help them drive better and more informed content acquisition strategies. Contact us today to find out more.