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 a TV executive, you can use demand data to make strategic decisions around content valuation, acquisition, distribution, and programming. "The Flash" case study in March 2024 in the United States provides valuable insights into how executives can use demand data:
1. Content Valuation: Demand data can be used to determine the value of a TV show. The exceptional demand of "The Flash" in the US (45.3 times the audience demand of the average show) and its rankings show its high value as a TV show. Executives can leverage Parrot Analytics' content valuation system to determine the dollar value contribution of "The Flash" to any platform in any region.
2. Programming and Distribution: The global demand of "The Flash" across all platforms indicates that it's a popular show internationally. As a TV executive or platform owner, you can use the "The Flash" case study to determine its potential fit with different platforms and networks, i.e., which platform "The Flash" would perform best on.
3. Acquisition: If you're considering acquiring "The Flash," you can use its global demand data to inform your decision. "The Flash" has outstanding global demand in significant markets such as the United States, the United Kingdom, Germany, Brazil, Poland, Australia, Bulgaria, China, and France. The show has high accessibility and travelability, which means it would fit well into more global markets, making it a valuable acquisition.
4. Subscriber Retention and Acquisition: You can use demand data to determine which titles are likely to keep current subscribers happy or to grow your audience base. The case study revealed that fans of "The Flash" also enjoyed similar shows such as "Arrow," "Loki," "The Mandalorian," "Foundation," and "The Witcher." Executives can use this data to acquire these titles or produce similar content to keep their subscribers happy, attract new ones and acquire new markets.
5. Pre-release Marketing: By examining spikes in demand, you can determine which titles need more marketing spend to build up audience anticipation. Executives can use demand data to optimize their marketing campaigns and increase the show's awareness.
By leveraging demand data, executives can answer strategic questions about their TV shows and make informed decisions around content valuation, acquisition, distribution, and programming. With demand analytics becoming an increasingly important data point in the industry's decision-making process, executives who rely on them to shape their strategy are more likely to succeed.
This is The Flash'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 The Flash travels internationally.
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Acquire the best shows from partners such as the cw to fortify your competitive position in the United States. Contact us now to access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles (e.g. The Flash), including those that have not even been released. Leverage a return-focused selection criteria for title acquisition by incorporating country-specific trend and market demand factors.
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Our TV audience measurement dataset is truly global. Discover how popular the cw‘s The Flash 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 the cw 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 Flash, 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 adjusted on April 18, 2024, 2:03 p.m. PST using television demand analytics from Parrot Analytics for The Flash in the United States. We provide our partners with valuable subscription-video-on-demand competencies to help them drive better and more informed content licensing strategies. Contact us today to find out more.