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, analyzing the performance of a TV show using demand data can help you make informed decisions about content acquisition, distribution, and programming. Let's take a look at how demand data for "Rupaul’s Drag Race: Untucked" can help you make better decisions.
Content Valuation: You can use demand data to value content economically. In the case of "Rupaul’s Drag Race: Untucked", with 3.2 times the audience demand of the average show in India over the last 30 days, demand for the show is good and can be considered a strategic asset for any streaming platform. The demand data can help calculate the return on investment (ROI) of the TV show in India. Additionally, content valuation can reveal the dollar value contribution of the title to any platform in any region.
Demand Helps with Distribution: Manufacturers and OTT platforms can use demand data to map local whitespaces. For example, the data for "Rupaul’s Drag Race: Untucked" shows that its demand in Italy, Canada, United Kingdom, Mexico, Turkey, Romania, and Poland are all outstanding. With this information, an OTT platform could consider expanding its market to these regions where the show is highly demanded.
Demand helps with Programming Decisions: With a significant increase in demand for "Rupaul’s Drag Race: Untucked" in India by 124.6% during April, a TV Network can determine what times and days might be a good choice for programming this show in India or other regions with similar trends. Demand data can also be utilized in tailoring ad campaigns for promoting this TV show, keeping in mind that demand spiked in late April 2024 for India.
Demand Informs Competitive Benchmarking: Comparing the demand of "Rupaul’s Drag Race: Untucked" to other reality TV shows in India, it can be determined that this show is in the 99.0th percentile as it has higher demand than 99.0% of all reality titles in India. This information can be utilized for executives to compare the popularity of the show with other reality titles available on the market when making strategic decisions regarding acquired show's.
Demand Answers questions on Longevity: By examining demand data for "Rupaul’s Drag Race: Untucked", over the last year, we see that its average demand was 0.4 times the average title, but with a recent peak of 4.8 times the average title in the last 30 days, indicating this show has gained in popularity. Analyzing a TV show's demand data over time can help executives make decisions related to acquiring content, programming tactics to be used to improve a show’s demand, and ensure that marketing campaigns remain effective.
In conclusion, for a TV executive to make more informed decisions about content valuation, program decisions, distribution, and acquisition, it is essential to have rich demand data. By utilizing demand data, as demonstrated with "Rupaul’s Drag Race: Untucked", executives can make better content decisions that drive success for their platforms, networks, and productions.
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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 VH1 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 Rupaul’s Drag Race: Untucked, for example, can be assessed for a market e.g. India, which can then be benchmarked against genre averages (e.g. Aftershow), using our globally standardized Demand Expressions® metric.
This page has been recreated on April 22, 2024, 2:04 p.m. PST using tv demand analytics from Parrot Analytics for Rupaul’s Drag Race: Untucked in India. We provide our partners with valuable TV series competencies to help them drive better and more informed content licensing strategies. Contact us today to find out more.