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 is a powerful tool that can help entertainment industry professionals make more informed decisions when it comes to content valuation, acquisition, distribution, programming, and franchise development. For instance, we can use the example of "Fear Factor: Khatron Ke Khiladi" in India in February 2024, to highlight some of the ways demand data can be leveraged by entertainment executives.
One of the first questions that comes to mind is content valuation. How much is this show worth? Parrot Analytics' content valuation system, based on demand data, helps answer this question, as it reveals the dollar value contribution of any title to any platform in any region. According to the analysis, "Fear Factor: Khatron Ke Khiladi" had outstanding demand compared to the average title in India, with 9.5 times more audience demand than the market average. This indicates the show has high value and is a strategic asset for any streaming platform or linear network. Recognizing that only 2.7% of all TV shows have this level of demand highlights the power of "Fear Factor: Khatron Ke Khiladi."
Moreover, demand data enables valuing IP globally. For instance, executives can assess which content is most popular in their market or on a global scale. "Fear Factor: Khatron Ke Khiladi" was highly demanded in India, its most in-demand market, where it achieved 3.6x outstanding audience demand. However, the show also outperformed the demand of the average TV show in each of its top ten global markets, including Pakistan.
Another crucial question for entertainment executives is how they can determine how much to spend on content. Here, demand data is critical. By using Parrot Analytics content valuation system, executives can reveal a show's dollar value contribution to any platform or region. Additionally, executives can use demand data to answer further questions like why a series should be considered a strategic asset for a streaming platform or how they can estimate audience cannibalization if a title is available on different services simultaneously. For instance, assessing demand data for "Fear Factor: Khatron Ke Khiladi" in India could help executives expect how much return on investment this title will bring to any given platform. The show's outstanding demand and peak rank of #40 in India indicate that it is a valuable asset that could help drive subscriptions.
Demand data also informs scalable concept testing. By examining which elements of existing content fans enjoy the most, executives can determine how an upcoming production can be optimized for success. Similarly, executives could use demand data to make distribution decisions. They can evaluate which markets have gaps in their content offerings and the type of content that presents an opportunity to acquire or produce. Additionally, demand data can help with acquisition and subscription retention efforts, as executives can use it to understand which content will satisfy their current audience and attract new subscribers to their SVOD service.
In summary, content executives can use demand data to inform a broad range of decision-making processes. From content valuation to acquisition, distribution, programming decisions, and franchise development, demand data provides comprehensive insights that executives can use to guide their decision-making efforts. The example we have used of 'Fear Factor: Khatron Ke Khiladi' in India in February 2024 provides valuable insights for any professional looking for a tool to inform their work.
This is Fear Factor: Khatron Ke Khiladi (ख़तरों के ख़िलाड़ी)'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 Fear Factor: Khatron Ke Khiladi (ख़तरों के ख़िलाड़ी) travels internationally.
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Acquire the best shows from partners such as Colors TV to fortify your competitive position in India. Contact us now to access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles (e.g. Fear Factor: Khatron Ke Khiladi (ख़तरों के ख़िलाड़ी)), including those that have not even been released. Leverage a return-focused selection criteria for title acquisition by incorporating country-specific trend and market demand factors.
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Our TV audience measurement dataset is truly global. Discover how popular Colors TV‘s Fear Factor: Khatron Ke Khiladi (ख़तरों के ख़िलाड़ी) 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 Fear Factor: Khatron Ke Khiladi (ख़तरों के ख़िलाड़ी), for example, can be assessed for a market e.g. India, which can then be benchmarked against genre averages (e.g. Competition Reality), using our globally standardized Demand Expressions® metric.
This page has been amended on March 28, 2024, 11:51 a.m. PST using global tv demand analytics from Parrot Analytics for Fear Factor: Khatron Ke Khiladi (ख़तरों के ख़िलाड़ी) in India. We provide our partners with comprehensive TV industry insight to help them drive better and more informed content investment strategies. Contact us today to find out more.