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 can make more informed decisions by using demand data. Let us consider the example of "Andor," a Star Wars TV series. With a global perspective, the demand for the show in the United States is outstanding. Using data, we can provide a clear understanding of how demand relates to content valuation, acquisition decisions, distribution decisions, and programming decisions.
Content Valuation:
One way demand data contributes to content valuation is by estimating the value of exclusivity. Using data on "Andor," we can see how the show is doing in different markets. For instance, the United States is the show's number one market globally, with outstanding audience demand of 15.1x. By comparing the show's audience demand against the average TV show in different markets globally, content creators, distributors, or acquisition executives can determine the value of the show in that specific market. This information is vital in negotiating distribution rights or pricing decisions.
Distribution Decisions:
One crucial aspect of distribution decisions is identifying the right platform, specifically when launching globally. In this regard, demand data helps get an idea of how well a show will travel to other markets. For "Andor," travelability is exceptional, indicating a strong potential for global distribution. Further to this, creators can use this data to ascertain what type of content has the highest opportunity for monetization or expansion in a specific market.
Acquisition Decisions:
Companies or individuals interested in acquiring TV shows for distribution need to have an understanding of how well the content will perform in their target market. From the demand data for "Andor," we see that the show's audience demand in the US is outstanding. This demonstrates a strong interest in the show amongst viewers in the US, making it an attractive acquisition. Furthermore, insights on audience demand in specific regions can help guide acquisition decisions for a show's distribution rights.
Programming Decisions:
Demand data informs programming decision-making by identifying the audience's needs and preferences over time. For example, data shows that other shows that fans of "Andor" also like include "Star Wars: The Bad Batch," "The Book Of Boba Fett," "Rick And Morty," and "Foundation," among others. These insights can inform programming decisions to air shows with similar themes, storylines, or plot devices to those that audiences already resonate well with.
In summary, the demand for "Andor" is outstanding globally, and by examining its performance across six dimensions, we can gain insights into how the show is resonating with audiences globally. By examining data around audience demand in different regions and comparing that demand against the average TV show in that region, businesses and individuals can make more informed content distribution, acquisition, and programming decisions.
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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 the United States, 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. United States, which can then be benchmarked against genre averages (e.g. Spy Action), using our globally standardized Demand Expressions® metric.
This page has been updated on May 27, 2024, 3:35 a.m. PST using demand datasets from Parrot Analytics for Andor in the United States. We provide our partners with comprehensive television industry know-how to help them drive better and more informed content advertising strategies. Contact us today to find out more.
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