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 critical for making informed content decisions. Looking at the example of "The Witcher" in the United States in February 2024, we can see how demand data can inform both content valuation and programming decisions.
Content Valuation:
Using demand data, the dollar value contribution of any title to any platform in any region can be revealed. A content valuation system, powered by global content demand and supply, like Parrot Analytics', enables TV executives to calculate the ROI a specific title will bring for any given platform. With outstanding global performance across various dimensions such as worldwide audience demand and reach, the franchisability potential of this show is exceptional, making it a valuable asset for any platform. The outstanding demand for "The Witcher" compared to the average show also implies it can be used to drive subscriptions and mitigate churn, while its content valuation system can reveal the baseline value of this title.
Acquisition & Distribution Decisions:
Demand data helps TV executives make informed decisions about which titles to acquire for their platform and in which regions to distribute certain content. As seen with "The Witcher," its highest demand is in the United States, followed by Russia, the United Kingdom, Ukraine, Canada, France, Bulgaria, China, and Germany, making these markets ideal for the show's distribution. Additionally, studying the demand of fans with similar interests who like "The Witcher," executives can identify and acquire similar titles to expand their content catalog.
Programming Decisions:
For programming decisions, demand data helps TV executives to understand their current audience's taste clusters, identify gaps in the market that need to be filled, and optimize the release strategy and pricing for their content. With the demand for "The Witcher" decreasing in the United States by 4.0% in February 2024, executives may want to consider factors that may contribute to the decline and consider ways to increase audience demand. The show's exceptional longevity and momentum, a measure of its pace of growth, also indicate that a fresh approach like optimized pre-release marketing or publicity could re-engage its existing audience and attract new subscribers.
In summary, demand data empowers entertainment executives to make informed content, acquisition, distribution, and programming decisions. By studying demand data and comparing it to the average title, they can identify valuable content assets like "The Witcher" to either produce, acquire or distribute, reveal the dollar value contribution of any title, and keep their current audience happy while acquiring new subscribers.
This is The Witcher'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 Witcher travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Netflix‘s The Witcher 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 Netflix 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 Witcher, for example, can be assessed for a market e.g. United States, which can then be benchmarked against genre averages (e.g. Action Fantasy), using our globally standardized Demand Expressions® metric.
This page has been revised on March 19, 2024, 2:49 a.m. PST using global demand data from Parrot Analytics for The Witcher in the United States. We provide our partners with valuable television industry capabilities to help them drive better and more informed content marketing strategies. Contact us today to find out more.