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 entertainment executives working in various areas of the industry, we all want to make informed decisions that will lead to greater success for our platforms, networks, or clients. One way to achieve this is by using data analytics to gain insights into what audiences around the world are really watching and how they engage with content.
Let's take as an example the case of "The Walking Dead" TV series for the month of May 2023 in the United States. According to Parrot Analytics' demand data, "The Walking Dead" was 46.0 times more in-demand than the average show in the United States, indicating exceptional demand for the series. This information is important for content valuation purposes. By using demand data, we can calculate the dollar value contribution of any title to any platform in any region. Therefore, we can assess the overall worth of a TV series, as well as estimate the ROI a specific title will bring for any given platform.
Moreover, Parrot Analytics' demand data allows for competitive benchmarking, informing us about the competition. For example, "The Walking Dead" has been found to outperform other drama titles in the United States, ranking in the 99.9th percentile in the drama genre in May. Additionally, by analyzing what other shows fans of "The Walking Dead" also enjoy, we can identify trends in the industry such as the popularity of sci-fi and fantasy shows like "The Mandalorian" and "Westworld."
By examining the top 10 global markets where "The Walking Dead" is most in-demand over the last 30 days, we can find out where the show is resonating the most with audiences. For instance, in the United States, the show has exceptional demand. This data allows us to make more informed distribution decisions, such as which platforms or networks to target for distribution, which markets to focus on, or which titles could perform well in certain regions or countries.
Demand data also helps with subscriber acquisition and retention decisions, as well as pre-release marketing campaigns. By using demand data, we can answer questions about what type of content our current and potential audiences enjoy, how popular a show is relative to the market average, where in the world is a show in-demand, and how to ensure that content is being seen by the right audience on a platform.
Through Parrot Analytics' six dimensions of the Parrot Pulse framework - demand, travelability, longevity, momentum, franchisability, and reach - we can analyze a show's global performance more comprehensively. By examining its global audience demand, its reach and travelability, its longevity, momentum, and franchisability, we can gain insights that can inform our programming decisions. For example, we can identify how effective the marketing campaign around a show is, which titles should be acquired or produced, how well a show has held up over time, and what catalog content should be acquired to increase engagement.
Demand data can also provide insights into broader strategic decisions such as supply and demand. By looking at the popularity of a particular title in different geographic regions, we can determine if it is worth producing or acquiring in the first place. Moreover, we can quantify the platform-specific marginal revenue contribution and how a title drives engagement across the entire catalog.
In conclusion, demand data is a powerful tool that can inform strategic decisions across the industry, from content valuation to distribution, acquisition, and programming decisions. By using it to gain insights into what audiences around the world are really watching and how they engage with content, we can make more informed decisions that will ultimately lead to greater success for our platforms, networks, or clients.
The following chart shows a 60-day trend of weekly demand for The Walking Dead compared to the weekly demand of all Apocalyptic Drama titles in the United States.
This is The Walking Dead'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 Walking Dead travels internationally.
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Command your Drama genre niche with maximum net subscriber adds. Contact us now to harnesses audience demand data to gain insights for growing and keeping a subscriber base. Leverage a return-focused selection criteria for title acquisition from partners such as AMC by incorporating country-specific trend and market demand factors for all markets including the United States. Appeal to the individuality of your audience base, taking into consideration the unique and limitless characteristics of taste clusters.
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Our TV audience measurement dataset is truly global. Discover how popular AMC‘s The Walking Dead 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 AMC 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 Walking Dead, for example, can be assessed for a market e.g. United States, which can then be benchmarked against genre averages (e.g. Apocalyptic Drama), using our globally standardized Demand Expressions® metric.
This page has been regenerated on June 6, 2023, 2:35 a.m. PST using tv demand data from Parrot Analytics for The Walking Dead in the United States. We provide our partners with comprehensive television capabilities to help them drive better and more informed content advertising strategies. Contact us today to find out more.