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 a TV executive, demand data can be leveraged to help make content and distribution decisions. In this article, we will examine the example of "Key & Peele" for the month of March 2024 in India, and explore how demand data can be used to inform strategic decisions in the entertainment industry.
One way that demand data can be used is to inform content valuation. By analyzing the demand for a particular title, we can determine how much it is worth and how much of its value is being driven by the demand for one of its stars. For "Key & Peele," the show achieved the peak rank of #447 in India, with its global performance measured by the Parrot Pulse across six dimensions of audience demand, including travelability and longevity.
Another way that demand data can be used is to optimize acquisition and distribution decisions. By using demand data to calculate the return on investment (ROI) for a specific title, TV executives can assess the title's ability to drive subscriptions and mitigate churn. They can also use demand data to determine the best platforms for distribution, since they can identify which platforms have the highest audience demand for their content.
TV executives can also use demand data to help with programming decisions. By looking at the top 10 global markets where "Key & Peele" is most in-demand over the last 30 days, TV executives can identify where the show is most popular and how they can optimize their marketing campaign ahead of premiere. Additionally, TV executives can leverage demand data to optimize release strategy and pricing by determining when and where to release a show and what pricing structure will be most successful.
Furthermore, demand data can also be used to inform decisions concerning supply and demand as well as the potential monetization of a show's IP. With this kind of data, TV executives can determine which types of content present opportunities to acquire or produce, and identify which titles have a potential for spin-offs or franchises that could be monetized.
In conclusion, by using demand data to inform content, acquisition, distribution and programming decisions, TV executives can make more informed and data-driven decisions. The data obtained from viewing the demand trends for a title like "Key & Peele" can be applied to an entire library, which means TV executives can start unbundling the value of content on any streaming service, and make strategic decisions informed by demand data.
Key & Peele's travelability to India in the last 30 days is 19%, which means that the audience demand for Key & Peele is 19% of the demand in its country of origin, United States. Click through to another market to discover how well Key & Peele travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Comedy Central‘s Key & Peele 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 Comedy Central 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 Key & Peele, for example, can be assessed for a market e.g. India, which can then be benchmarked against genre averages (e.g. Sketch Comedy), using our globally standardized Demand Expressions® metric.
This page has been renewed on April 22, 2024, 2:01 p.m. PST using television demand analytics from Parrot Analytics for Key & Peele in India. We provide our partners with deep television industry know-how to help them drive better and more informed content partnership strategies. Contact us today to find out more.