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 is a lot of uncertainty in making content decisions, acquisition, distribution, and programming, but using demand data can help you make more informed decisions. Demand data is a powerful tool that can provide insights on how popular a show is, who its audience is, where its demand is coming from, and how likely the show is to succeed in different markets. Using the example of "The Word" in India for the month of March 2024, here are some ways that demand data can help you make better content decisions.
1. Content Valuation: Using the demand data and Parrot Analytics content valuation system, it's possible to determine the value of a particular show to a specific platform in the Indian market. By understanding the contribution a title makes to a platform, its ability to drive subscription and mitigate churn, help executives decide how much they should spend on content and how they should allocate available funds based on demand.
2. Scalable Concept Testing: Demand data can be helpful in providing an idea of what elements of existing content audiences like the most. In this case, because of the popularity of The Word, executives of upcoming productions may look to see how the show appealed to its audience to make optimized decisions for upcoming productions.
3. Supply & Demand Decisions: The popularity of "The Word" in India can help executives decide what type of content can be acquired or produced for the market, which types of content may or may not perform well based on the high demand of The Word.
4. Subscriber Acquisition & Retention: By examining the audience's demand for the show in India, entertainment executives can determine which titles would be beneficial to add to keep their current audiences happy and which shows would appeal to a wider group of people, further increasing their audience.
5. Competitive Benchmarking: Comparing "The Word" against other titles available in the Indian market can help entertainment executives decide which titles would perform well in an industry dominated by high-demand shows.
Demand data enables easy access to important information about your show, and it can also help determine how well it travels on a global scale. Overall, the use of demand data can be incredibly helpful for entertainment executives when trying to make decisions about content valuation, supply and demand, and programming decisions because it provides valuable insights that they would not have otherwise.
The Word's travelability to India in the last 30 days is 111%, which means that the audience demand for The Word is 111% of the demand in its country of origin, United Kingdom. Click through to another market to discover how well The Word travels internationally.
Answer one question and put our thinking to work on your challenges.
Who are you in the industry?
Capture more value from content opportunities in India as well as globally. Contact us now to leverage audience profiling, market-based insights, talent scoring and genre clustering to de-risk production investments. Discover new business opportunities in the Variety genre and assess the strengths and weakness of the competition’s content e.g. Channel 4, leading to increased commercial efficiency and ROI.
Support casting decisions with empirical market data for India. Contact us now to reveal hidden talent insights, through a combination of affinity and trait analysis, encompassing both global and market-based factors to determine who is truly worth an investment. Discover new business opportunities and assess the strengths and weakness of the competition’s offerings including specific titles such as The Word.
Produce with confidence whilst mitigating downside risks. Contact us now to decrease production risks by combining content genome insights with demand data to increase the likelihood of a successful series: Gain deep insights into character, talent, setting, plot, theme and genre preferences, including Variety. Using audience demand data, explore markets such as India to discover lucrative new sales opportunities whilst evaluating the expected ROI for new series acquisitions such as The Word from partners like Channel 4.
Studios in India are now empowered to fuse art with science for the next global hit. Contact us to gain deep insights into target audiences’ character, talent, setting, plot, theme and genre preferences (e.g. Variety) - for both local and global content. Find the best performing concepts with demand-driven concept testing and development. Apply talent demand to gain a holistic view of future content performance, pre-development.
Are you seeking distribution for The Word? Lead global content negotiations with authority. Contact us now to discover if you should prioritize markets such as India, based on country-specific audience demand - including territories where commercial rights have not yet been granted. Apply a demand-based framework to negotiations with potential distribution partners such as Channel 4 to maximize the deal value. Assess the strengths and weakness of the competition’s content, leading to increased commercial efficiency and ROI.
Maximize advertising revenues from new audiences in India. Contact us now to leverage a return-focused selection criteria for title acquisition from Channel 4 by incorporating country-specific trend and market demand factors. Appeal to audience interests using demand-driven advertising and personalize campaigns to capitalize on pre-release demand for specific titles such as The Word. Access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles that have not even been released.
Acquire the best shows from partners such as Channel 4 to fortify your competitive position in India. Contact us now to access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles (e.g. The Word), including those that have not even been released. Leverage a return-focused selection criteria for title acquisition by incorporating country-specific trend and market demand factors.
Command your Variety genre niche with maximum net subscriber adds. Contact us now to harnesses audience demand data to gain insights for growing and keeping a subscriber base. Leverage a return-focused selection criteria for title acquisition from partners such as Channel 4 by incorporating country-specific trend and market demand factors for all markets including India. Appeal to the individuality of your audience base, taking into consideration the unique and limitless characteristics of taste clusters.
Deploy high impact entertainment marketing strategies across all genres including Variety. Contact us now to deploy demand-driven marketing, the only empirical earned media measure of your marketing spend. Access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles such as The Word, including those that have not even been released. Appeal to your target markets, including India, based on audience interests, enabling the personalization of campaigns to capitalize on pre-release demand.
Our TV audience measurement dataset is truly global. Discover how popular Channel 4‘s The Word 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 The Word, for example, can be assessed for a market e.g. India, which can then be benchmarked against genre averages (e.g. Talk Show), using our globally standardized Demand Expressions® metric.
This page has been reconstructed on April 22, 2024, 2:01 p.m. PST using television demand analytics from Parrot Analytics for The Word in India. We provide our partners with comprehensive television competencies to help them drive better and more informed content advertising strategies. Contact us today to find out more.