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, it is important to understand and analyze audience demand for a particular show, as it can inform several key content decisions. Taking the case of "The Witcher" in the United States during August 2023, we can see that the show has been highly successful, with 41.2 times the audience demand of the average show in the country over the last 30 days. A key advantage of using demand data to analyze a show's performance is that it provides an objective measure of success that is not influenced by advertising spend or the subjective opinions of industry insiders.
Content Valuation: In terms of content valuation, using demand data can help to answer questions such as "How much is my series worth?" and "What is the baseline value of a title?" Parrot Analytics' content valuation system is based on demand data and can reveal the dollar value contribution of any title, to any platform, in any region. By using demand data to calculate the ROI a specific title will bring for a platform, executives can make more informed acquisition and programming decisions. In the case of "The Witcher", the exceptional global demand across all platforms means that the show has significant value and could be a strategic asset for any streaming platform.
Acquisitions: Executives can also use demand data to understand the popularity of a show in different markets and to determine which titles would be best to acquire. By examining the top 10 global markets where "The Witcher" is most in-demand over the last 30 days, we can see that the show is outperforming the demand for the average TV show in each of these markets. The data highlights that the United States is the top market for "The Witcher" globally with outstanding audience demand, while the show also has exceptional demand in other countries such as the United Kingdom, Germany, Russia, France, Canada, Brazil, Australia, and Ukraine. This information can help executives make more informed acquisition decisions and negotiate prices based on the show's demand data.
Programming: Audience demand data can also inform decisions around programming, as it can provide insights into which TV shows will help to acquire or retain subscribers. Understanding what types of content exhibit opportunities to acquire or produce is key to programming decisions. For example, other shows that fans of "The Witcher" also like, such as "Star Trek: Strange New Worlds", "Secret Invasion", and "The Mandalorian," can be a good indication of which shows to potentially acquire or produce. Additionally, executives can use demand data to assess how well a TV series is performing as an acquisition-driving or churn-reducing title and to optimize marketing campaigns ahead of the premiere.
Distribution: Demand data can also be leveraged to determine which platforms should be targeted for the distribution of content. For "The Witcher," exceptional travelability suggests that the show has high international appeal, and executives can use this information to successfully expand the show's reach in new markets. A show's travelability is relative to a show's home market and enhances the understanding of a program's appeal when looking to go mainstream in an adjacent language or culturally relevant market. Understanding where in the world a show is in-demand and how much global appeal it has can be crucial in making informed distribution decisions.
In conclusion, using audience demand data can help executives make more informed content, acquisition, distribution, and programming decisions. The success of "The Witcher" in the United States during August 2023 highlights the importance of leveraging demand data, as it provides valuable insights into a show's performance, value and potential. Understanding the value of a title, assessing the ROI of a specific title, determining the potential to acquire or produce shows, mapping local whitespace are some of the ways in which demand data supports content valuation. This information can inform executives in making better strategic decisions for their brands.
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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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 recreated on Sept. 11, 2023, 9:33 p.m. PST using global demand content analytics from Parrot Analytics for The Witcher in the United States. We provide our partners with far-reaching content capabilities to help them drive better and more informed content marketing strategies. Contact us today to find out more.