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 seeking to make content decisions, demand data offers critical insights for content valuation and profitability. The case of "The Chi" in Canada can provide an excellent use case for how demand data can help entertainment executives make more informed decisions on content acquisition and distribution.
One crucial question answered by demand data is how much a TV series is worth for any given platform in any region. Using Parrot Analytics content valuation system as a basis for tracking audience demand, it is possible to determine the dollar value contribution of any title to any platform in any region. For example, "The Chi" in Canada had a demand for 9.1 times the average show in August 2023, indicating that its popularity was significant. This level of demand for the show can be used to determine its economic value to any platform in Canada.
Another critical question to answer for entertainment executives is how specific content performs in different markets. Travelability enables tracking a show's international demand compared to its home market. For "The Chi" in Canada, the demand was 41% of the demand in its country of origin, the United States. Examining the top 10 global markets for the show revealed that it outperformed the demand of the average TV show (1x) in each of these markets, indicating better performance in terms of popularity and audience engagement. This information can help entertainment executives make more informed decisions when deciding which markets to consider for content distribution.
Furthermore, demand data can help content distributors make more informed decisions about which titles to acquire and how much to spend on the acquisition. For instance, using demand data, it is possible to determine the ROI a specific title will bring for any given platform. For "The Chi," the show increased in popularity by 5.6%, meaning that its acquisition would be profitable in the current market. Entertainment executives can use this information to determine the amount of money to spend on acquiring a show and negotiate better deals with the show's creators or distributors.
Demand data can also help entertainment executives optimize their marketing campaigns, especially during pre-release marketing. Using demand data can provide invaluable insights into the show's potential success, allowing them to adjust their marketing campaigns to optimize its success. Specifically, momentum, which measures the pace of growth, can help executives gauge how effective their marketing campaign has been around a show and adjust accordingly. For "The Chi," momentum has been exceptional, indicating effective marketing efforts.
Finally, demand data can help entertainment executives understand their audience better and make more informed decisions about the type of content they should produce or acquire. Affinity analysis, for example, demonstrates the best talent or brand to partner with to expand an audience. From the data provided on "The Chi," we can see that it has high-demand rates in African markets such as South Africa, Kenya, and Nigeria. Entertainment executives can use this information to create more targeted content to attract a broader audience and possibly tailor their marketing campaigns to specific regions or demographics.
In conclusion, demand data is essential for entertainment executives in making informed decisions about content valuation, acquisition, and distribution. The performance of "The Chi" in Canada provides an excellent use case for how demand data can be used to optimize and improve content strategies. Entertainment executives who leverage demand data can gain a significant edge in the highly competitive entertainment industry.
The Chi's travelability to Canada in the last 30 days is 40%, which means that the audience demand for The Chi is 40% of the demand in its country of origin, United States. Click through to another market to discover how well The Chi travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Showtime‘s The Chi 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 Canada, 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 Showtime 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 Chi, for example, can be assessed for a market e.g. Canada, which can then be benchmarked against genre averages (e.g. Life Story), using our globally standardized Demand Expressions® metric.
This page has been recreated on Sept. 4, 2023, 2:01 p.m. PST using global demand data from Parrot Analytics for The Chi in Canada. We provide our partners with essential entertainment industry analyses to help them drive better and more informed content acquisition strategies. Contact us today to find out more.