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, analyzing demand data can help in making more informed content acquisition, distribution, programming, and content valuation decisions. Taking "Knowing Bros" as an example:
- Content Valuation: Demand data quantifies the dollar value contribution of any title to any platform in any region. With demand for "Knowing Bros" being 8.6 times the average show in South Korea and ranking at the 99.7th percentile in the comedy genre, this TV show can be appropriately valued. A content financing company or studio can use this information to determine how much value an individual series or an entire library has, and that can help in negotiation with distributors or other platforms.
- Programming Decisions: Knowing the audience demand trend can help with optimizing a release strategy and pricing. Also, demand can inform the platform and network fit, and consequently decide which platforms to target for distribution of content. In the case of "Knowing Bros," although it dropped in rank by 40 spots during October in South Korea, the demand for the show spiked late in the month. This can indicate the need to continue the series or introduce similar types of content.
- Acquisition Decisions: Demand data powers Parrot Analytics' content valuation system, and through it, a TV series' ability to drive subscriptions and reduce churn can be assessed. Besides, demand data can inform scalable concept testing, enabling one to answer questions like what elements of existing content fans like the most and how an upcoming production can be optimized for success. By analyzing the top 10 global markets where "Knowing Bros" is demanded the most, a content distributor can use this data to determine which markets to target and promote content.
- Distribution Decisions: By examining the global demand for a show over time, it is possible to identify markets with the highest interest and therefore allocate funds to maximize future content investments. For example, "Knowing Bros" is most in-demand in South Korea, followed by Indonesia. Promoting the show heavily in these regions can lead to increased demand, helping to retain current audiences or acquire new subscribers to a streaming platform.
Overall, analyzing demand data can provide a comprehensive and in-depth understanding of a show's performance and how it can help decision-makers make more informed content acquisition, distribution, programming, and content valuation decisions.
This is Knowing Bros (아는 형님)'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 Knowing Bros (아는 형님) travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular JTBC‘s Knowing Bros (아는 형님) 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 South Korea, 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 JTBC 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 Knowing Bros (아는 형님), for example, can be assessed for a market e.g. South Korea, which can then be benchmarked against genre averages (e.g. Talk Show), using our globally standardized Demand Expressions® metric.
This page has been revised on March 18, 2024, 12:52 p.m. PST using tv demand content analytics from Parrot Analytics for Knowing Bros (아는 형님) in South Korea. We provide our partners with smart subscription-video-on-demand insight to help them drive better and more informed content advertising strategies. Contact us today to find out more.