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 responsible for making content, acquisition, distribution, and programming decisions, you need to have a thorough understanding of audience demand. It is important to choose the right content that resonates with your target audience and drives engagement, so your platform can grow in popularity and stand out from competitors. This is where demand data comes in handy, as it is the only data source that can truly capture audience behavior and preferences. We will use a case study of "Taskmaster" in India for February 2024 as an example to illustrate how demand data can help you make informed business decisions.
Firstly, content valuation uses demand data to determine the value of a TV show to a platform. For instance, "Taskmaster" has 2.9 times the audience demand of the average show in India over the last 30 days, and this demand is increasing recently. Based on this data, you can calculate the dollar value contribution of the show to your platform. In addition, you can use demand data to assess how well a TV series is performing as an acquisition-driving or churn-reducing title, estimate cannibalization of audiences if a title is available on various services, and assess the value of exclusivity. Therefore, demand data is key to a platform's content valuation system.
Secondly, demand data can help with acquisition decisions by enabling you to value content. For instance, you can use demand data to determine how much a show is worth to another streaming platform. Further, you can explore the top 10 global markets where the show is most in-demand to see its potential in different regions and decide if it can appeal to your platform's target audience.
Thirdly, demand data can help with programming decisions such as optimal release strategies, pricing, franchise spin-offs, and series production. For instance, "Taskmaster" has outstanding reach and is doing well in several countries, including Australia, Canada, the Netherlands, France, and the UK. You can explore the success factors of the show in these countries to replicate them in India, with an aim to grow the show's popularity among the Indian audience.
Fourthly, demand data provides insights into audience preferences, helping with content decisions. For instance, "Taskmaster" ranks at the 99.2nd percentile in the reality genre, which means it has higher demand than 99.2% of all reality titles in India. By examining the show's affinity analysis, you can identify which type of content resonates most with your current audience, and also discover the taste clusters of your target audience to meet their preferences.
Fifthly, demand data is crucial to distribution decisions. You can leverage demand data to map local whitespaces to identify the most popular genres in your local market, which will enable you to make decisions about what type of content to acquire or produce. Additionally, you can compare the performance of the show on a 1-year rolling basis versus the last 30 days to obtain insights into how the show's demand fluctuates over time, and make distribution decisions accordingly.
In conclusion, entertainment executives can make more informed content, acquisition, distribution, and programming decisions by harnessing demand data. In the case of "Taskmaster" in India last February, global audience demand was outstanding, but it dropped by 21.5%. As an executive responsible for making decisions about the show's future in India, leveraging demand data can help you make more informed decisions. By understanding the audience’s preferences and adjusting the show's strategy accordingly, it will not only increase the show's popularity but also increase the platform's engagement and growth.
Taskmaster's travelability to India in the last 30 days is 8%, which means that the audience demand for Taskmaster is 8% of the demand in its country of origin, United Kingdom. Click through to another market to discover how well Taskmaster travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Channel 4‘s Taskmaster 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 Channel 4 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 Taskmaster, for example, can be assessed for a market e.g. India, which can then be benchmarked against genre averages (e.g. Panel Game), using our globally standardized Demand Expressions® metric.
This page has been revised on April 18, 2024, 2:03 p.m. PST using demand data from Parrot Analytics for Taskmaster in India. We provide our partners with comprehensive entertainment industry analyses to help them drive better and more informed content advertising strategies. Contact us today to find out more.