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.
For entertainment executives at any stage of the content creation process, demand data is key to making informed decisions about their content. Let's take an example of "Chappelle's Show" in Australia to elaborate on how demand data can influence such decisions.
Content Valuation and Performance Assessment:
Demand data is a crucial component of content valuation. With 3.7 times the audience demand of the average show in Australia, "Chappelle's Show" stands in the top 8.6% of all TV shows. Measuring demand this way tells executives how much value to assign to the content. Keeping track of the show's performance over time - like the fact that its audience demand is steadily increasing in the last 30 days, reaching its peak towards the end of February - provides up-to-date information on its popularity to evaluate its return on investment or its ability to drive subscriptions on any streaming service. Comparing its performance on a rolling year basis to its last 30-day performance shows that there is an increase in its popularity.
Programming and Scheduling Decisions:
Demand data can help entertainment executives make better decisions related to programming and scheduling. Evaluating the show's rank, which has dropped significantly during February in Australia, can highlight ways to improve the show's performance in the future or adjust its scheduling for more optimal results. Informed by its performance in Australia, executives can also make decisions on whether to acquire rights to the show in other markets or attempt to secure exclusive rights to it as it has loyal fans in many territories.
Distribution and Acquisition Strategies:
Assessing the show's demand data in the context of global trends can help inform distribution and acquisition strategies for entertainment executives. For example, examining where the show is most in-demand globally, and identifying territories where it is just beginning to gain traction, can provide insight into where to distribute the show. Chappelle's Show has strong demand in other markets like the United States, Canada and The United Kingdom. Using demand data as a basis for investment decisions and distribution deals in different territories to target new audiences can illuminate opportunities to grow the brand's presence.
Effective Marketing:
Demand data can also be used to inform effective marketing. The demand data on "Chappelle's Show" in Australia can be correlated with the show's performance relative to other genres and other shows in that country to create a more targeted marketing strategy. The data on other shows, particularly those that fans of "Chappelle's Show" like, might also reveal the key audience segments that executives should target based on entertainment preferences.
Talent, Character and Brand Development:
Demand data also enables talent development for production and brand development. For example, examining the demand data associated with the show's highlights, lowlights and characters can help executives understand which aspects of the show's production resonate the most with viewers. This information can help them make decisions on which aspects to emphasize in spin-offs, in franchises discussions, or in developing new brands.
In conclusion, for entertainment executives across different stages of content creation and distribution, demand data provides an important tool in optimizing their content strategy. As demonstrated through the example of "Chappelle's Show" in Australia, when using demand data to determine such strategies, entertainment executives remain better equipped to effectively evaluate success, engage viewers and grow the bottom line.
Chappelle's Show's travelability to Australia in the last 30 days is 11%, which means that the audience demand for Chappelle's Show is 11% of the demand in its country of origin, United States. Click through to another market to discover how well Chappelle's Show travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Comedy Central‘s Chappelle's Show 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 Australia, 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 Comedy Central 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 Chappelle's Show, for example, can be assessed for a market e.g. Australia, which can then be benchmarked against genre averages (e.g. Sketch Comedy), using our globally standardized Demand Expressions® metric.
This page has been regenerated on April 22, 2024, 2:03 p.m. PST using tv demand data from Parrot Analytics for Chappelle's Show in Australia. We provide our partners with extensive subscription-video-on-demand know-how to help them drive better and more informed content distribution strategies. Contact us today to find out more.