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, there are various decisions you would need to make regarding content acquisition, distribution, programming, and content financing. One way to make informed decisions is by using demand data. Demand data provides valuable insights that can drive your content strategy and give you an edge over your competitors.
Take the case of "Masaba Masaba" as an example. Demand data can give valuable insights into the show's performance in India. According to the data, demand for "Masaba Masaba" is 2.1 times the audience demand of the average show in India over the last 30 days, making its demand good. It's ranking has dropped by 87 spots during March in India, which would suggest that the show is less popular over time.
Demand data can also give insight into audience preferences. For instance, the data reveals that "Masaba Masaba" is in the 97.0th percentile in the comedy genre in March. This shows it has higher demand than 97.0% of all comedy titles in India. Additionally, "Masaba Masaba" fans are also fans of other shows such as "Four More Shots Please!", "Inside Edge", and "Made In Heaven."
Another way to use demand data is to identify the top global or local markets where a show is most in-demand. For "Masaba Masaba," the data reveals that India is the show's number one market globally, followed by the United Kingdom.
Moreover, the data can help you assess the performance of the show relative to the average show in the market. By comparing "Masaba Masaba" performance on a 1-year rolling basis vs. the last 30 days, you can determine if there's been an increase or decrease in popularity. The data shows that this show has increased popularity in the last 30 days, with its demand peaking at 2.4 times the average over the last 30 days.
Demand data can also give you insights into the long-term value of a show. By examining its longevity, momentum, travelability, franchisability, and reach, you can gauge its potential future performance. For example, the data reveals that "Masaba Masaba" has poor franchisability and reach. This means that the show is not likely to be a good potential investment for future spin-offs or reaching a wider audience.
Finally, demand data can help you with content valuation, helping you quantify the platform-specific marginal revenue contribution and how a title drives engagement across the rest of the catalog. The Parrot Analytics content valuation system is powered by global content demand and supply, and can give you insights regarding the estimated value of the title. In the case of "Masaba Masaba," using the demand data, we can determine that the show is above average in demand for India, indicating it has value in the Indian market.
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Our TV audience measurement dataset is truly global. Discover how popular Netflix‘s Masaba Masaba 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 Netflix 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 Masaba Masaba, for example, can be assessed for a market e.g. India, which can then be benchmarked against genre averages (e.g. Fashion Reality), using our globally standardized Demand Expressions® metric.
This page has been renewed on April 22, 2024, 2:01 p.m. PST using demand metrics from Parrot Analytics for Masaba Masaba in India. We provide our partners with essential media industry workflows to help them drive better and more informed content advertising strategies. Contact us today to find out more.