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, you are always looking for ways to make more informed content, acquisition, distribution, and programming decisions for your company to thrive in a competitive market. Demand data can help you achieve this goal, and we'll use "Walker" as a case study to highlight how demand data can be used for content valuation, acquiring, programming, and distribution decisions.
The demand for a TV series can be an indicator of its worth. In the case of "Walker," it has 8.8 times the demand of the average show in the United States over the last 30 days, indicating a high demand for the show. Content valuation is precisely what Parrot Analytics' system of demand data was built for. The system helps you calculate the ROI of a particular title by measuring the monetary value contribution of that title to any platform and region, leveraging global content demand and supply. You can use demand data to estimate how much to invest in a series or a movie, determine the baseline value of a title, measure the ability of a TV series to minimize churn and increase subscriptions, and more.
When it comes to acquiring a TV series, demand data can help you make a well-informed decision. You can use demand data to determine how much a series is worth to another streaming platform, identify the most popular shows in a particular market or a region, compare your content performance to your competitors, and more. For example, "Walker" ranks at the 96.4th percentile in the drama genre in the United States, meaning that it has higher demand than 96.4% of all drama titles in the United States. "Walker" also has a higher demand in several other global markets, including China, Hong Kong SAR China, Iraq, Germany, Australia, the United Kingdom, and South Africa. You can use this information to identify which markets are most beneficial for acquiring "Walker," negotiate the best terms and licensing fees, and make data-driven acquisition decisions.
Demand data can assist you in programming your content and improving your overall content strategy. For instance, you can use demand data to identify your audiences' taste clusters, learn which shows are most likely to attract or retain new subscribers, identify under-monetized titles that have the potential to gain popularity, and more. With "Walker," you can use the demand data to understand what other shows "Walker" fans also like; these shows include "FBI: Most Wanted," "The Rookie," and "Young Sheldon." You can incorporate this information into your programming decisions by bundling these shows for cross-promotion, co-marketing, or bundle offering.
Demand data can help you make well-informed distribution decisions, such as where to distribute your content, which platforms to target, and what release strategy to implement. You can use demand data to understand what genre is resonating most with your global audience and determine how to optimize the marketing campaign ahead of the series premiere. For example, you can use "Walker" demand data to understand which platforms to target for distribution and understand which demographics show strongest demand. Knowing the top ten global markets where "Walker" is most in-demand, you can tailor your distribution strategy for particular regions, understand the best release window for maximum impact, and execute successful distribution decisions.
In conclusion, demand data is a crucial asset for entertainment executives when making content, acquisition, distribution, and programming decisions. Considering the demand data of "Walker," Parrot Analytics' global content demand and supply data can unlock a rich data-driven approach to content decision-making. You can use demand data to quantify a title's performance, evaluate the ROI of an upcoming production, predict the demand for upcoming releases, make informed acquisition decisions, apply data-driven programming decisions, optimize a platform marketing strategy, make data-driven distribution choices, and much more. By leveraging Parrot Analytics' content valuation system and demand data, you can stand out in the fiercely competitive entertainment industry and stay ahead of the curve.
This is Walker'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 Walker travels internationally.
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Are you seeking distribution for Walker? Lead global content negotiations with authority. Contact us now to discover if you should prioritize markets such as the United States, based on country-specific audience demand - including territories where commercial rights have not yet been granted. Apply a demand-based framework to negotiations with potential distribution partners such as The CW to maximize the deal value. Assess the strengths and weakness of the competition’s content, leading to increased commercial efficiency and ROI.
Maximize advertising revenues from new audiences in the United States. Contact us now to leverage a return-focused selection criteria for title acquisition from The CW by incorporating country-specific trend and market demand factors. Appeal to audience interests using demand-driven advertising and personalize campaigns to capitalize on pre-release demand for specific titles such as Walker. Access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles that have not even been released.
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. Walker), 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.
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 The CW 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.
Deploy high impact entertainment marketing strategies across all genres including Drama. Contact us now to deploy demand-driven marketing, the only empirical earned media measure of your marketing spend. Access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles such as Walker, including those that have not even been released. Appeal to your target markets, including the United States, based on audience interests, enabling the personalization of campaigns to capitalize on pre-release demand.
Our TV audience measurement dataset is truly global. Discover how popular The CW‘s Walker 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 Walker, for example, can be assessed for a market e.g. United States, which can then be benchmarked against genre averages (e.g. Crime Drama), using our globally standardized Demand Expressions® metric.
This page has been amended on Nov. 29, 2023, 1 p.m. PST using global television demand data from Parrot Analytics for Walker in the United States. We provide our partners with deep TV series expertise to help them drive better and more informed content marketing strategies. Contact us today to find out more.