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, using demand data can help make informed decisions about content valuation, acquisition, distribution and programming. In India, for example, "Kesari Nandan", a story about the struggle of a girl to become a wrestler and her relationship with her father, had a good demand of 3.0 times the audience demand of the average show in India over the last 30 days. Only 8.6% of all TV shows have this level of demand, indicating the high demand potential of the show. However, the demand for the show has been decreasing recently compared to its demand of 7.8 times the average over the last 90 days.
Using demand data, content valuation can be established by considering factors such as how much the series is worth, the value of a content library to a platform over time, and how a series can help drive subscription and mitigate churn. For instance, one could determine how much the show is worth by calculating the platform-specific marginal revenue contribution and how it drives engagement across the rest of the catalog. This calculation can offer a specific ROI and estimate the potential cannibalization of audiences if the show is available across multiple services. Concurrently, one could estimate the value of exclusivity based on the show's demand data.
Demand data can inform programming decisions as well, such as identifying the most popular genres in a local market or globally, or ascertaining which elements of existing content fans like the most, and optimizing upcoming productions for success. Similarly, supply and demand decisions like acquisition and production can be aided by finding new opportunity markets for content distribution and for understanding how to monetize a show through franchises or spin-offs. In addition, using demand data to assess if a title warrants the spending, strategic thinking or promotion for further investment is essential for content financing and distribution.
Furthermore, demand data can help in subscriber acquisition and retention. An SVOD service provider, for example, could identify which titles to buy if they want to grow or keep their audience happy based on relevant global and regional demand insights. Demand data can also help with pricing decisions. By gauging audience interest in a show, executives could adjust the pricing structure to maximize return on investment.
In the case of "Kesari Nandan", an entertainment executive in India or globally could use the demand data to determine if the show would resonate well with audiences in certain regions. By examining the top 10 global markets where "Kesari Nandan" is most in-demand over the last 30 days, execs can find that this TV series outperforms the demand of the average show by up to 5.5X in Indonesia. Execs could also check if the show's longevity performance maintains audience demand over time and, if the show continues to remain below average viewer interest, adjust accordingly. Therefore, demand data can give strategic areas to focus on, including marketing, distribution, content library management, and programming decisions to achieve more viewer interest for the show at local and global levels.
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Our TV audience measurement dataset is truly global. Discover how popular Viacom18‘s Kesari Nandan 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 Viacom18 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 Kesari Nandan, for example, can be assessed for a market e.g. India, which can then be benchmarked against genre averages (e.g. Soap Opera), using our globally standardized Demand Expressions® metric.
This page has been recreated on April 22, 2024, 2:02 p.m. PST using television demand datasets from Parrot Analytics for Kesari Nandan in India. We provide our partners with deep subscription-video-on-demand analyses to help them drive better and more informed content distribution strategies. Contact us today to find out more.