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.
In today’s crowded entertainment market, knowing what is popular and in demand can help TV executives make informed decisions about what content to produce or acquire, how to distribute it, when to release it, and how to market it. Demand data provides executives with a multi-dimensional view of a TV show's popularity, helping them to understand its performance in local and global markets and across different dimensions such as momentum, travelability, franchisability, reach, longevity, and more.
Let’s take the example of "Loki," a popular TV show in the United States with an outstanding demand-related performance. By examining the audience demand for "Loki," executives can gain valuable insights into the show's success and potential.
Content valuation uses demand data to help executives answer many critical questions, such as how much a series is worth or whether it should be considered a strategic asset for a streaming platform. For "Loki," we can see that it has 29.8 times the audience demand of the average show in the United States over the last 30 days. This information is valuable to executives who can use it to determine the dollar value contribution of the show to the respective platform. Executives can also see that its demand has been increasing recently, indicating a continued high value for content investment, making it a strong asset for distribution.
The demand data also shows how "Loki" compares to other shows on the market, allowing content valuation to estimate the value of exclusivity that drives subscriptions and reduces churn while cannibalizing audiences who can access the title on other services.
The data also informs scalable concept testing where executives can examine the popularity of various elements of the show to optimize future content investments. Additionally, executives can use demand data to make supply and demand-related decisions such as what types of content opportunities to acquire or produce to grow their base.
Demand data further helps executives understand their audience and can guide their retention and acquisition strategies. For instance, the data could help executives decide which titles to purchase to pay-TV networks to retain its current audience or which titles to acquire to grow their audience and draw in new subscribers.
Finally, demand data is critical to effective pre-release marketing. Executives can optimize marketing campaigns ahead of each episode premiere and marvel in Loki's success, showing a consistent peak over the last year and rolling periods, while tracking its performance in all global markets.
In the case of "Loki," the data shows that the show has sustained audience demand at a high level, which is valuable information to executives for making the best decisions for future content production or acquisition. They can see how it can travel around the world and how its momentum is continually growing. Additionally, franchise spin-offs may be valuable, given that the franchisability rate is outstanding and 10 additional series resonate with "Loki" fans.
Overall, demand data is a powerful tool for entertainment executives across multiple segments to make informed decisions about the content they produce, acquire, distribute, and promote. Using the data can help them identify the most popular genres and shows in their markets, optimize release strategies, identify under-monitored titles, and gauge saturation for long-term growth. The case of "Loki" highlights how content valuation helps executives make data-driven decisions that result in successful content in their region and travelable globally.
This is Loki's home market and therefore its travelability is 100%; the travelability of a TV show's market of origin is always 100%. Click through to another market to discover how well Loki travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Disney+‘s Loki 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 Loki, for example, can be assessed for a market e.g. United States, which can then be benchmarked against genre averages (e.g. Superhero Series), using our globally standardized Demand Expressions® metric.
This page has been amended on Sept. 4, 2023, 2:01 p.m. PST using demand data from Parrot Analytics for Loki in the United States. We provide our partners with smart television industry analyses to help them drive better and more informed content partnership strategies. Contact us today to find out more.