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 always need to make informed content decisions for your platform. In today's world, where everything is competitive, having a complete understanding of audience demand for a show is crucial. Let's take the example of "Loki," which has been significantly high in demand in South Africa in October 2023.
Using audience demand data, you can determine the monetary value of a title and how much to spend on content. Parrot Analytics content valuation system can be used to reveal the dollar value contribution of any title, to any platform, in any region. Content valuation uses demand data to assess content's worth, determine how much of a title's value is being driven by demand for specific stars, and calculate the ROI a specific title will bring for any given platform. To get a competitive benchmarking analysis, you can compare the show's performance against others available on the market.
In this example, demand data informs you of the show's global performance. Its travelability is exceptional, meaning there is an opportunity for the show to enter other markets in South Africa. The show ranks at the 100th percentile in the fantasy genre, revealing its popularity and audience engagement in one particular section. Knowing which genres are resonating with your audience is important in programming decisions.
Moreover, if you are looking to acquire content from a third party, it is valuable to understand in which countries the content is already successful. Knowing "Loki" is doing well in the United States, United Kingdom, Brazil, Canada, India, Australia, Russia, Germany, and China gives insights on where the show will be popular and generate more revenue.
Lastly, demand data informs us of audience preferences, taste clusters, and under-exploited shows. For instance, examining viewers' interest in "Loki" and other shows they like, such as "Ahsoka," "Rick And Morty," "Foundation," "The Mandalorian," "Star Trek: Lower Decks," "Secret Invasion," "The Wheel Of Time," "Invasion," and "Star Trek: Strange New Worlds" reveals what your subscribers may want to watch next and enable you to offer personalized viewing experiences that could lead to increased viewer satisfaction and loyalty.
In conclusion, analyzing audience demand and the show's performance worldwide and in specific countries is invaluable for strategic programming, valuing content, and acquisition decisions. Understanding audience preferences and demand enables executives to make informed decisions, and with the help of Parrot Analytics, you can make the best decisions for your platform.
Loki's travelability to South Africa in the last 30 days is 53%, which means that the audience demand for Loki is 53% of the demand in its country of origin, United States. Click through to another market to discover how well Loki travels internationally.
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Acquire the best shows from partners such as Disney+ to fortify your competitive position in South Africa. Contact us now to access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles (e.g. Loki), 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.
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Our TV audience measurement dataset is truly global. Discover how popular Disney+‘s Loki 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 South Africa, 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 Disney+ 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 Loki, for example, can be assessed for a market e.g. South Africa, which can then be benchmarked against genre averages (e.g. Superhero Series), using our globally standardized Demand Expressions® metric.
This page has been revised on April 22, 2024, 2:01 p.m. PST using global demand metrics from Parrot Analytics for Loki in South Africa. We provide our partners with essential content know-how to help them drive better and more informed content acquisition strategies. Contact us today to find out more.