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.
For entertainment executives, demand data is a crucial tool to inform their content, acquisition, distribution, and programming decisions. An example of how demand data can be used is demonstrated by analyzing performance of the TV series "Drops of God" in October 2023 in Russia. This analysis provides insights that can inform content valuation and help executives make more informed strategic decisions.
One way in which demand data can be used for content valuation is to understand how much a series is worth and how much of its value is driven by demand for its stars. Using audience demand data, a content valuation system powered by global content demand and supply can calculate the dollar value contribution of any title to any platform in any region. This can give executives a better idea of how much to spend on content and how to allocate funds to maximize future content investments.
Another way in which demand data can be used is to assess the value of a title regarding exclusivity. Understanding how popular a show is and the audience demand for it can help executives determine exclusivity deals and negotiate content licensing agreements.
The performance of "Drops of God" in Russia provides a real-world example of using demand data to inform strategic decisions. With 10.4 times the audience demand of the average show in Russia over the last 30 days, demand for "Drops of God" is outstanding. Furthermore, the fact that demand has increased recently suggests that it is a strategically valuable asset for a streaming platform. Knowing that only 2.7% of all TV shows have this level of demand, executives can better understand the show's baseline value.
Understanding the show's international demand is also crucial. Travelability of a show, which quantifies a show's international demand relative to its home market, is good for "Drops of God", with its demand in Russia being 205% of the demand in its country of origin. This helps executives understand the show's global potential and informs their decisions on expanding into different markets.
Demand data also helps executives make decisions about supply and demand, giving them insights into which types of content exhibit opportunity to acquire or produce. For example, the fact that audience demand for the show has increased in Russia by 14.1% during October suggests that demand for the show is growing in this market, potentially signaling an opportunity to acquire or produce similar content.
With access to demand data, executives can also ensure that their content is being discovered and recommended to the right audience on their platform. This not only helps with subscriber retention and acquisition decisions but also gives executives insights into the types of titles to focus on to attract new subscribers to their SVOD service.
Overall, the analysis of "Drops of God" in Russia in October 2023 highlights how demand data can be used to inform a range of strategic decisions in the entertainment industry, from content valuation to supply and demand decisions, as well as helping to optimize marketing campaigns, inform release strategies, and assess the potential value of exclusivity.
Drops Of God (神の雫)'s travelability to Russia in the last 30 days is 113%, which means that the audience demand for Drops Of God (神の雫) is 113% of the demand in its country of origin, France. Click through to another market to discover how well Drops Of God (神の雫) travels internationally.
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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 Apple TV+ 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 Drops Of God (神の雫), for example, can be assessed for a market e.g. Russia, which can then be benchmarked against genre averages (e.g. Mystery Drama), using our globally standardized Demand Expressions® metric.
This page has been changed on April 22, 2024, 2:01 p.m. PST using global tv demand content analytics from Parrot Analytics for Drops Of God (神の雫) in Russia. We provide our partners with deep OTT expertise to help them drive better and more informed content acquisition strategies. Contact us today to find out more.