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 need to ensure that your platform provides the most in-demand content to retain your audience and grow your subscriber base. Parrot Analytics can help you make more informed content decisions, acquisition decisions, and programming decisions by leveraging demand data. Let's take a look at "Comedy Nights With Kapil" as an example of how demand data can be used to make strategic decisions.
Content Valuation:
One of the uses of demand data is to valuate content. Based on the demand data provided, we can see that "Comedy Nights With Kapil" has 3.1 times the audience demand of the average show in India over the last 30 days, which is a good sign of its value. We could use this data to determine the dollar value contribution of this show to our platform and make informed decisions about how much to spend on content.
Programming Decisions:
Another use of demand data is to inform programming decisions. We can see that the show has achieved the peak rank of #309 in India, moving up 73 spots in its rank during March 2024. Its rank, combined with its demand in the talk-show genre, indicates that its audience likely enjoys talk-show programs. If we, at our platform, do not have many talk-shows, then we could use this data to help us decide which kind of programming to acquire. In addition to trends, we can also use demand data to measure how well the show is retaining its audience. In the case of "Comedy Nights With Kapil," we see that demand has increased by 27.2% within March, which is good news for retention. We could use this information to recommend trending titles to our subscribers to keep them engaged.
Distribution Decisions:
Demand data can also be used to inform distribution decisions. As an executive at a content distributor, you may be interested in understanding where the demand for "Comedy Nights With Kapil" is coming from. In this case, we can see that the show performs outstandingly in longevity globally, maintaining audience interest for a long period. It also has good momentum, reaffirming sustained momentum demand. However, its travelability could be better, indicating that the show is currently performing better in its home market. If we are looking to expand into new markets, we can factor this data into our decision-making process and be mindful of the show's domestic popularity in comparison to its global demand.
Acquisition Decisions:
Demand data can aid decision-making processes about adapting global titles for local audiences, or making acquisition decisions. Based on the top 10 global markets where demand is high for "Comedy Nights With Kapil," we can see that the show outperforms the demand of the average TV show in each of these markets. This data could motivate us to acquire the show for more markets. Comparing the rolling year basis data with the last 30 days' data shows a drop in popularity recently, but it's not enough to reflect the content's acquisition value.
In summary, demand data can be used for content valuation, distribution, acquisition, and programming decisions. Its numerous use cases range from helping us determine the value of a title to managing audience retention and making effective acquisition decisions. Parrot Analytics provides a window into accurate audience demand data for TV executives in different sectors and helps them make better decisions.
This is Comedy Nights With Kapil's home market and therefore its travelability is 100%; the travelability of a TV show's market of origin is always 100%. Click through to another market to discover how well Comedy Nights With Kapil travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Colors TV‘s Comedy Nights With Kapil 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 India, 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 Colors TV 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 Comedy Nights With Kapil, for example, can be assessed for a market e.g. India, which can then be benchmarked against genre averages (e.g. Talk Show), using our globally standardized Demand Expressions® metric.
This page has been refreshed on April 22, 2024, 2:02 p.m. PST using global demand content analytics from Parrot Analytics for Comedy Nights With Kapil in India. We provide our partners with essential television industry analyses to help them drive better and more informed content acquisition strategies. Contact us today to find out more.