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.
Entertainment executives at any organization can use demand data to make more informed decisions when it comes to content, acquisition, distribution, and programming. For instance, in the case of the TV show "Jimmy Kimmel Live" analyzed for the month of April 2024 in India, the audience demand was good, despite the fact that demand had decreased in the last 90 days. Demand data also revealed that the show performed particularly well in the reality genre, compared to other titles in India.
Entertainment executives can leverage this information to assess content valuation and determine how much they should spend on acquiring or producing content. They can use demand data to estimate the value of exclusivity and ascertain the ROI a specific title could bring for any given platform. For instance, Parrot Analytics content valuation system is based on demand data and can reveal the dollar value contribution of any title to any platform in any region.
Additionally, entertainment executives can examine global popularity to determine if a show is travelable (i.e., has international appeal) and thus estimate how much global demand the title has relative to its home market. They can also use demand data to answer questions about supply and demand, suitability for a particular platform or network, or types of content that exhibit the opportunity to acquire or produce.
One area where demand data can be particularly useful is in preemptive optimization using scalable concept testing. For instance, executives can use demand data to determine which content elements have appealed to existing fans of a show or use upcoming production details to optimize a show's success. Entertainment executives can use demand data to identify any under-monetized titles and determine popular genres in the local market that could be capitalized on for further success.
Using the "Jimmy Kimmel Live" show analyzed for the month of April 2024 in India as an example, entertainment executives could use demand data to assess the show's success in numerous ways. For instance, executives could use data to identify what shows fans of "Jimmy Kimmel Live" also watch, thus providing ideas for acquisition opportunities, content development, or similar programming. Executives could also leverage demand data to assess the success of the show's marketing campaign, examining the pace of growth (momentum), longevity (how well the content has maintained audience demand over time), and travelability of the title. Finally, entertainment executives could use demand data to compare "Jimmy Kimmel Live" against other titles in the market, to benchmark competitive positions in the industry.
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Our TV audience measurement dataset is truly global. Discover how popular abc‘s Jimmy Kimmel Live 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 abc 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 Jimmy Kimmel Live, for example, can be assessed for a market e.g. India, which can then be benchmarked against genre averages (e.g. Late Night Talk Show), using our globally standardized Demand Expressions® metric.
This page has been updated on May 10, 2024, 12:46 a.m. PST using demand metrics from Parrot Analytics for Jimmy Kimmel Live in India. We provide our partners with far-reaching OTT know-how to help them drive better and more informed content distribution strategies. Contact us today to find out more.