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 working at every level of the industry can use demand data to make more informed content, acquisition, distribution, and programming decisions. The example of "Santoshi Maa" in India provides an excellent opportunity to illustrate how demand enables content valuation, which is essential to making informed investment decisions. Here are some of the specific ways in which demand data can be used:
1. Content Valuation: Based on demand data, executives can determine how much a particular title is worth and how much they should invest in it. For example, "Santoshi Maa" had 2.8 times the audience demand of the average show in India over the last 30 days, indicating a relatively significant level of demand. This demand data can then be used to calculate the monetary value of the show, which can help executives determine how much to spend on a show.
2. Genre and Audience Analysis: Specific data on the genres of a show that are performing well, as well as audience analysis, enables executives to make informed decisions concerning the type of content they should acquire or develop. For example, "Santoshi Maa" ranked at the 97.1th percentile in the drama genre, indicating a higher level of demand for this type of programming. The show's audience data also shows that it appeals to the Indian market.
3. Travelability: The travelability metric provided by demand data is useful for determining a show's international appeal relative to its domestic market. In the case of "Santoshi Maa," although the show had good audience demand in India, it had poor travelability. Therefore, executives may use additional data to determine how to increase the international demand for the program.
4. Longevity and Momentum: Longevity and momentum are two essential factors to consider when making long-term content decisions. "Santoshi Maa" has good longevity, meaning that audience demand has been maintained over time. The momentum of the show is also good, indicating that it has the potential to continue to grow.
5. Competitive Benchmarking: Demand data allows executives to compare a specific title to other titles available on the market. The comparison helps convince them to select the right content to meet their performance indicators.
In conclusion, demand data can provide valuable insights for executives in the entertainment industry concerning content valuation, genre and audience analysis, travelability, longevity and momentum, and competitive benchmarking. By analyzing a variety of tracked metrics, executives can make more informed decisions about both the content they acquire and the strategies they pursue in how to prioritize the content they have already acquired.
This is Santoshi Maa's home market and therefore its travelability is 100%; the travelability of a TV show's market of origin is always 100%. Click through to another market to discover how well Santoshi Maa travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular &TV‘s Santoshi Maa 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 &TV 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 Santoshi Maa, for example, can be assessed for a market e.g. India, which can then be benchmarked against genre averages (e.g. Supernatural Drama), using our globally standardized Demand Expressions® metric.
This page has been regenerated on April 22, 2024, 2:01 p.m. PST using tv demand analytics from Parrot Analytics for Santoshi Maa in India. We provide our partners with far-reaching entertainment industry insight to help them drive better and more informed content marketing strategies. Contact us today to find out more.