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.
Demand data can provide valuable insights for entertainment executives working at various organizations to make informed decisions about programming, content acquisition, and distribution. Let's examine how demand data on "The Kitchen" can be used by different decision-makers.
For content valuation, demand data reveals the popularity of a show in different markets and helps content financiers assess how much a show is worth, what is the baseline value of a title, and how popular the show is in its home market. As per the analysis of "The Kitchen," it has good demand in Germany, is ranked at the 94.8th percentile in the drama genre, has good longevity, and has spiked in popularity in late December 2023. Also, the show has outperformed the demand of an average TV show in the top 10 global markets, including countries like Latvia and Ukraine, where demand for the show is outstanding. Therefore, based on these findings, content financiers can make better-informed decisions about investing in shows like "The Kitchen" and can evaluate its worth in different markets.
For content acquisition, demand data can help OTT platforms and content distributors decide which titles to buy for their services based on their ability to drive subscriptions and satisfy their current audience. By examining the metadata of "The Kitchen," we can see that the show aired from 2012 to 2016, had 120 episodes over six seasons, and is no longer in production. Also, the show's demand has decreased by 49.8% in Germany in December 2023. These insights help content acquisition executives make more informed decisions about whether the show is suitable for their platform and how much they should bid for it.
For programming decisions, demand data helps TV producers and studios assess how well the show performed against the market average, in what regions it is most in-demand, which genre is resonating with the audience, and how well it held up over time. For "The Kitchen," the analysis highlights that the show is popular in Russia, Ukraine, Latvia, and Estonia, and that the demand in Russia is 14.6x the global average, which is outstanding. Based on this knowledge, producers and studios can decide which markets to target the show in, which genre to focus on for its fan base, and how well the show has premiered over time.
Demand data on "The Kitchen" also informs competitive benchmarking, as it reveals how the show is performing compared to other titles available on the market. For instance, the analysis highlights that "The Kitchen" has 2.2 times the audience demand of an average show in Germany, and only 8.6% of all TV shows have this level of demand, representing a high-level demand of the show. Based on such insights, competitors can evaluate the performance of different shows, understand where to optimize marketing campaigns, and learn from the pacing of growth compared to other titles.
In conclusion, demand data on "The Kitchen" provides valuable insights to entertainment executives at various decision-making levels. By evaluating the show from acquisition to content valuation, to programming to distribution and competitive benchmarking, executives can make better-informed decisions that can help attract and retain subscribers and maximize revenue.
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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 Germany, 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 СТС 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 Kitchen (Кухня), for example, can be assessed for a market e.g. Germany, which can then be benchmarked against genre averages (e.g. Comedy Drama), using our globally standardized Demand Expressions® metric.
This page has been enhanced on April 22, 2024, 2:04 p.m. PST using television demand content from Parrot Analytics for The Kitchen (Кухня) in Germany. We provide our partners with meaningful TV insight to help them drive better and more informed content sales strategies. Contact us today to find out more.
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