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 working at an OTT platform or any other entertainment-related business, demand data is crucial in making informed content-related decisions. The analysis of "Wakfu" in the month of March 2024 in the United States provides some insights into how demand data can be used.
Content Valuation: One of the ways demand data can be useful for content valuation is by helping to determine the worth of a series. A show with higher demand will have a higher value as it will contribute more to the platform's revenue. According to the Parrot Analytics content valuation system, content valuation can reveal the dollar value contribution of any title, to any platform, in any region. Using demand data from the analysis of "Wakfu," it is apparent that the show has good demand in the United States, which contributes to its overall value.
Programming Decisions: Demand data can be used to make informed programming decisions. By analyzing the top 10 global markets where "Wakfu" is most in-demand over the last 30 days, entertainment executives can understand which markets to focus on to increase viewership. For instance, France is the number one market globally for "Wakfu," with outstanding audience demand. By analyzing the show's demand in various countries, executives can determine where to focus their marketing efforts or where to acquire the show to reach a new audience.
Distribution Decisions: The Parrot Pulse for "Wakfu" provides insights into the show's global performance across six dimensions. Travelability, which quantifies a show's international demand relative to its home market, is okay. This means that the show has a moderate level of travelability, and executives can use this information to determine which markets the show should be distributed in. For example, the analysis shows the show has good demand in Ukraine, Germany, Canada, and the United States.
Acquisition Decisions: Demand data is essential for making acquisition decisions. As an entertainment executive, you need to know the value of a particular title before acquiring it. Using demand data analysis, you can understand the potential of a title to contribute to the platform's revenue based on its demand. For instance, the demand for "Wakfu" has been increasing in the United States recently, which could signal that the show has the potential to drive new subscribers or reduce churn.
Programming Decisions: Demand data can be useful in making programming decisions. By analyzing the affinity analysis for "Wakfu," entertainment executives can understand which shows to pair it with or understand its audience's preferences. According to the affinity analysis, "Wakfu" fans also like "Hailey's On It!," "The Owl House," "Hilda," "DuckTales (2017)," "Pokémon," "The Mighty B!," "My Little Pony: Friendship Is Magic," "Mob Psycho 100," and "The Storyteller." This analysis can help executives identify the right shows to pair with "Wakfu" to appeal to its audience and maximize engagement.
In conclusion, demand data is necessary to make informed content-related decisions as an entertainment executive. By analyzing the demand data for a show like "Wakfu," executives can understand the show's worth, make programming and distribution decisions, make acquisition decisions, and understand its audience's preferences using affinity analysis.
Wakfu's travelability to the United States in the last 30 days is 39%, which means that the audience demand for Wakfu is 39% of the demand in its country of origin, France. Click through to another market to discover how well Wakfu 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 Wakfu, for example, can be assessed for a market e.g. United States, which can then be benchmarked against genre averages (e.g. School), using our globally standardized Demand Expressions® metric.
This page has been refreshed on April 22, 2024, 2:04 p.m. PST using analytics from Parrot Analytics for Wakfu in the United States. We provide our partners with valuable TV competencies to help them drive better and more informed content advertising strategies. Contact us today to find out more.