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 audience demand is key to making informed content, acquisition, distribution, or programming decisions. Demand data can help answer numerous questions, such as how popular a show is in different markets relative to the local average or global popularity, which titles resonate with audiences, and the ability of a show to drive subscriptions and mitigate churn.
Taking the example of "Loki", a TV series that has 18.8 times the audience demand of the average show in Thailand, with its demand increasing by 88.7% during October 2023, on the Parrot Analytics platform, we can see the potential value of demand data. A high level of demand can indicate the popularity of the series, which can translate into revenue and help to quantify content valuation. For example, executives could use demand data to estimate the ROI of a specific title for any given platform and assess its ability to drive subscriptions and mitigate churn.
Additionally, demand data can provide insights into audience preferences and tastes, which can inform content creation and acquisition strategies. Based on related shows that fans of "Loki" enjoy, such as "Ahsoka," "Rick and Morty," and "Foundation", content decision-makers can identify other titles that resonate with audiences, which can guide content decisions that address the rising popularity of sci-fi and action genres in the market.
Demand data can also help to identify the most promising markets for distribution. According to Parrot Analytics' analysis, the United States is the top market for "Loki" with exceptional audience demand of 36.5x. In contrast, the show's demand in Thailand in October 2023 was 34% of its demand in the US, indicating an opportunity for increasing monetization potential in Thailand.
To optimize the release strategy and pricing, executives can also leverage demand data to determine timing and scheduling windows for a show's premiere. Given that demand for "Loki" spiked in late October 2023, content decision-makers could use this information to optimize their marketing campaigns ahead of the premiere of future successors of the show.
Furthermore, looking at the key global markets where "Loki" is most in-demand, executives can gain insights into their chances for global expansion. By assessing the individual demand metrics across various markets, the decision-makers can prioritize the markets for content distribution based on their global travel ability index. The travelability metric indicated that "Loki" has exceptional international demand, positioning it for global expansion opportunities.
Finally, by leveraging demand data, executives can make informed decisions concerning franchiseability, momentum, longevity, and reach of the show. As per Parrot Analytics' analysis, "Loki" has an outstanding momentum, which measures how quickly the show's audience demand is increasing. The show has an exceptional franchisability, which indicates that the potential for spin-offs or franchises is high. In terms of longevity, "Loki" is outstanding, which is a measure of how well the demand is maintained over time. Finally, the series has an outstanding reach, which is defined as the number of people expressing demand for the show.
In conclusion, content decision-makers can use demand data to make informed decisions about content creation, acquisition strategies, distribution, and programming decisions. Demand data facilitates the content valuation process and provides show creators and distributors with the toolset required to make data-driven decisions. In the case of "Loki," executives could leverage demand data to explore opportunities for global expansion, identify promising markets for content distribution, and create an optimal pricing strategy for the show's launch.
Loki's travelability to Thailand in the last 30 days is 21%, which means that the audience demand for Loki is 21% 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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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 Thailand, 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. Thailand, which can then be benchmarked against genre averages (e.g. Superhero Series), using our globally standardized Demand Expressions® metric.
This page has been updated on Feb. 23, 2024, 1:01 p.m. PST using analytics from Parrot Analytics for Loki in Thailand. We provide our partners with essential entertainment industry analyses to help them drive better and more informed content sales strategies. Contact us today to find out more.