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.
If you are an entertainment executive working for a TV network, streaming platform, or content distributor, the demand data for "The Witcher" in South Africa for October 2023 demonstrates how you can use audience demand to make more informed content decisions, program marketing campaigns more effectively, and inform acquisitions and distribution. Here are some of the ways that analyzing the demand data for "The Witcher" in South Africa could help you make informed decisions:
1. Content Valuation:
The demand data can help you understand the dollar value contribution of the title to any platform in any region. By using Parrot Analytics' content valuation system, you can determine the value of "The Witcher" to your platform. With "The Witcher" having 11.4 times the audience demand of the average show in South Africa, and 12.5 times the average over the last 90 days, it is clear the value of this show is high. As an executive, you might consider the show's popularity in South Africa and if it is worth the investment to allocate budget to acquire or renew it on your platform.
2. Programming Decisions:
By analyzing peak demand, momentum, and longevity for the show, you can determine which titles have the potential to help you acquire or retain subscribers. While "The Witcher" has seen a slight decline in its rank recently, the exceptional audience demand it holds in its top global markets, including the United States, Germany, and the United Kingdom, suggest it may be valuable content to retain or acquire for your platform.
3. Acquisition & Distribution:
The demand data serves as a benchmark to compare "The Witcher" against other shows in the mystery genre in South Africa. With "The Witcher" ranked at the 99.8th percentile, you can compare this data to other shows in your acquisition pipeline, ensuring you are selecting titles that meet the high demand of your target audience. At the same time, you can look at the show’s travelability data to consider if it has the potential to perform in other regions and create a long-term content strategy that incorporates targeted acquisition.
4. Release Strategy & Marketing:
With an upsurge of demand in late October 2023, you can optimize the show's release strategy and create a robust marketing campaign ahead of the premiere. The data can help you identify which elements of existing content your audiences like the most and when demand is expected to spike.
5. Subscribers Retention & Acquisition:
You can use the data on the show's top global markets to inform subscriber-retention strategies. By identifying where in the world "The Witcher" has a high demand among audiences, you can consider regionalized localization strategies for your marketing campaigns. Concurrently, you can leverage the data to inform how to expand your audience.
Demand data can also help inform potential franchise opportunities or spin-offs for the show. With its exceptional franchisability and reach, "The Witcher" has the ability to spawn ancillary content and spin-offs that can expand on the established universe and monetize the brand.
In conclusion, analyzing the demand data for "The Witcher" in South Africa in October 2023 can provide a wealth of valuable insights to entertainment executives working at TV networks, streaming platforms, or content distributors. The data can be used to inform content valuation, programming decisions, and acquisition and distribution strategies. When applied effectively, audience demand data can be instrumental in making informed decisions relating to content strategies and delivering on the platforms' intended goals.
The Witcher's travelability to South Africa in the last 30 days is 36%, which means that the audience demand for The Witcher is 36% of the demand in its country of origin, United States. 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 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 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. South Africa, which can then be benchmarked against genre averages (e.g. Action Fantasy), using our globally standardized Demand Expressions® metric.
This page has been updated on March 18, 2024, 12:43 p.m. PST using global demand analytics from Parrot Analytics for The Witcher in South Africa. We provide our partners with deep OTT expertise to help them drive better and more informed content licensing strategies. Contact us today to find out more.