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.
Television executives today face an ever-evolving entertainment landscape, and being able to make informed content decisions, and acquisition and distribution decisions, in particular, is crucial to their success. This is where demand data can step in and provide valuable insights. For instance, let's look at the case of "Inkigayo" for the month of October 2023 in Japan and examine how demand data can help entertainment executives make better decisions.
Firstly, considering how much a title is worth is a crucial step for content valuation. With "Inkigayo" having an outstanding level of demand, 8.6 times the audience demand of the average show in Japan over the last 30 days, it would be considered a valuable asset for any platform. Additionally, executives can utilize demand data to estimate the baseline value of a title, assess the performance of a title in driving subscriptions or mitigating churn, and find new opportunity markets for its distribution.
Furthermore, executives can use demand data to pinpoint the specific elements of a show that generate the most interest from viewers, which can assist in making content decisions and optimizing upcoming productions. Additionally, executives can use it to identify the type of content that has the most opportunity to acquire or produce, giving them an edge in their programming decisions.
Demand data also plays a critical role in understanding where a show is most in-demand globally. In the case of "Inkigayo," its home market, South Korea, has outstanding audience demand, while it is also highly desirable in markets such as Japan, Sri Lanka, the Philippines, and Indonesia. By examining location-specific demand, executives can obtain a more comprehensive picture of a show's appeal, enabling them to determine which regions offer opportunities for expansion and investment.
Finally, executives can also utilize demand data in the decision-making process surrounding pre-release marketing as well as competitive benchmarking. Parrot Analytics' demand data can help identify how a show is performing relative to other available titles and predict how effective a marketing campaign will be ahead of premiere.
In conclusion, using demand data can provide entertainment executives with invaluable insights for their content decisions. By examining the audience demand for shows like "Inkigayo," they can make more informed content decisions, improve acquisition and distribution choices, and create more successful programming strategies that deliver the right shows to the right audience at the right time.
Inkigayo (인기가요)'s travelability to Japan in the last 30 days is 34%, which means that the audience demand for Inkigayo (인기가요) is 34% of the demand in its country of origin, South Korea. Click through to another market to discover how well Inkigayo (인기가요) travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular SBS‘s Inkigayo (인기가요) 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 Japan, 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 SBS 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 Inkigayo (인기가요), for example, can be assessed for a market e.g. Japan, which can then be benchmarked against genre averages (e.g. Music Variety), using our globally standardized Demand Expressions® metric.
This page has been modified on April 19, 2024, 2 p.m. PST using global demand datasets from Parrot Analytics for Inkigayo (인기가요) in Japan. We provide our partners with valuable TV industry competencies to help them drive better and more informed content licensing strategies. Contact us today to find out more.