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, understanding audience demand is critical when making content decisions. Let's use "Qumi-qumi" as an example of how demand data can help make informed decisions.
The outstanding 8.6 times demand of "Qumi-qumi" in Russia at the 98.5th percentile in the family genre shows that it is a valuable asset worth investment. Using Parrot Analytics' content valuation system powered by global content demand and supply, the dollar value contribution of "Qumi-qumi" to any platform in any region can be calculated and determine how much to spend on acquiring or producing the show.
The fact that "Qumi-qumi" has increased in popularity, as evidenced by the 24.3% increase in demand in Russia during the month of October, suggests that it is resonating with audiences. This knowledge can be used to optimize the release strategy and pricing of the show to maximize its success.
In terms of distribution, examining the top 10 global markets where "Qumi-qumi" is most in-demand can inform which platforms to target for distribution. For example, as Russia is the number one market globally for "Qumi-qumi", this market should be prioritized for distribution. Staying aware of demand data across different markets is crucial for effective distribution strategies.
Additionally, the poor franchisability and reach of "Qumi-qumi" indicate that it may not be ideal for spin-offs or attracting new subscribers. Instead, the show may be better suited for retaining current audiences and satisfying existing subscribers.
Furthermore, the Parrot Pulse report for "Qumi-qumi" provides insight into its global performance across several dimensions. Using these metrics, executives can determine where and how the show could be improved, such as increasing its travelability and expanding its reach.
In conclusion, demand data is a useful tool for entertainment executives to make informed content, acquisition, distribution, and programming decisions. "Qumi-qumi" serves as a good case study to demonstrate how demand data can provide valuable insights to drive the success of a TV series.
This is Qumi-qumi'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 Qumi-qumi travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular 2x2‘s Qumi-qumi 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 Russia, 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 2x2 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 Qumi-qumi, for example, can be assessed for a market e.g. Russia, which can then be benchmarked against genre averages (e.g. Animated Comedy), using our globally standardized Demand Expressions® metric.
This page has been regenerated on April 22, 2024, 2:04 p.m. PST using demand content analytics from Parrot Analytics for Qumi-qumi in Russia. We provide our partners with far-reaching entertainment industry competencies to help them drive better and more informed content licensing strategies. Contact us today to find out more.