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, you are always looking for insights and data to make informed content, acquisition, distribution, and programming decisions. Understanding audience demand data is crucial when it comes to making these decisions.
"The Witcher," a fantasy drama series, is an excellent example of how demand data can be used to make better content decisions. Over the last 30 days, the series had a demand that is 11.3 times the average show in Sweden, with only 2.7% of all TV shows having this level of demand. This information allows executives to understand how popular the show is in Sweden and make valuation decisions accordingly. Additionally, the 99.9th percentile ranking of "The Witcher" in the mystery genre shows that it has higher demand than 99.9% of all mystery titles in Sweden, thus, it can be valuable to a platform, content distributor, or network.
"The Witcher" achieved the peak rank of #35 in October in Sweden, and its demand in Sweden decreased by 19.5% during that month. This decrease can be concerning to executives making programming decisions for the show. However, the show still had an outstanding audience demand in Sweden in October.
The Parrot Pulse for "The Witcher" provides executives with an independent measure of the show's global performance across six dimensions- audience demand, travelability, longevity, momentum, franchisability, and reach. "The Witcher" has exceptional performance in audience demand, travelability, longevity, momentum, franchisability, and reach globally. Specifically, the travelability of the show is exceptional, with its demand in Sweden being 40% of the demand in the U.S. Additionally, the exceptional franchisability and reach of the show indicate future monetization opportunities for studios, production companies, and content distributors.
Comparing the performance of "The Witcher" on a 1 year rolling basis vs the last 30 days reveals some interesting insights. The peak demand for the series over the entire year was 26.5 times the average, compared to the peak demand of 12.8 times the average in the last 30 days - a 51.8% increase. Additionally, its average demand on a rolling year basis was 8.7 times the average title, compared to 11.3 times the title average for the last 30 days - indicating the show's increasing popularity.
By examining the top 10 global markets where "The Witcher" is most in-demand over the last 30 days, we find that demand for the show outperforms the demand of an average TV show (1x) in each market. The United States tops the list with demand of 17.5 times the average, followed by Russia where demand is exceptional. Insights into these markets' demand data can help guide acquisition decisions, content valuation estimates, and programming decisions.
In conclusion, demand data provides valuable insights into a show's popularity and informs executives' content, acquisition, distribution, and programming decisions. "The Witcher" is a great example of how demand data can be used to understand a show's value and popularity in various markets globally. The data provided by Parrot Analytics can help entertainment executives make informed decisions that will help increase their audience and maintain subscriber growth.
The Witcher's travelability to Sweden in the last 30 days is 46%, which means that the audience demand for The Witcher is 46% 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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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 Sweden, 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. Sweden, which can then be benchmarked against genre averages (e.g. Action Fantasy), using our globally standardized Demand Expressions® metric.
This page has been amended on March 29, 2024, 7:33 a.m. PST using global television demand analytics from Parrot Analytics for The Witcher in Sweden. We provide our partners with valuable TV industry workflows to help them drive better and more informed content investment strategies. Contact us today to find out more.