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, one can use demand data to help them make more informed decisions about content acquisition, programming, valuation, and distribution. In this article, we will use the example of the TV series "The Kitchen" in Russia for October 2023, and answer some of the questions that commonly arise within the industry by utilizing the demand data for the show.
One of the key questions for any executive is to determine how much a content piece is worth. Parrot Analytics content valuation system combines supply and demand data to provide a value for each title and give a dollar value contribution to any platform in any region. Using this system, executives can understand the demand-driven value of a title and make purchase decisions based on data rather than subjective impressions. In the case of "The Kitchen," we know that the show's demand is outstanding, being 18.7 times the average show in Russia over the last 30 days. Furthermore, demand for the show has increased recently, indicating its growing popularity. These demand metrics can aid executives in determining the worth of the show and how it ranks in comparison to other series.
Another important question that executives often ask concerns acquisition decisions, i.e., what type of content to acquire or produce. They need to understand what type(s) of content offer the best acquisition or production opportunities. Using demand data, executives can identify the genres that are most popular in their markets and make better acquisition decisions. In the case of "The Kitchen," we know that it ranks at the 99.8th percentile in the drama genre in Russia for October 2023, indicating the show's high demand in this genre in the Russian market.
Demand data also helps executives with programming decisions, i.e., which titles to buy to keep their current customers happy and what to buy to grow their audience. According to the Parrot Analytics data, audience demand for "The Kitchen" has increased in Russia by 19.4% in October. This means that the show is gaining more popularity among the audience and has a higher chance of attracting new viewers. Executives can use this data to make informed programming decisions to provide better content to their customers and grow their audience. Moreover, data shows that the show is most popular in Russia and Ukraine; executives can focus on these markets to acquire more viewers.
In addition to using demand data to create growth strategies, executives can also use it to identify under-monetized titles, understand taste clusters, and make more informed distribution decisions. For example, by examining the top 10 global markets where "The Kitchen" is most in-demand over the last 30 days, executives can find new opportunities and optimize distribution by identifying areas where the show can perform better. Furthermore, the show has a poor franchisability score; executives can focus on intellectual property that has higher franchising potential and will bring more revenue. Lastly, "The Kitchen" has a good score in audience momentum and longevity, indicating its potential to grow and maintain its popularity over time.
In conclusion, demand data can provide valuable insights to help entertainment executives make more informed decisions related to content valuation, acquisition, programming, and distribution. In this article, we have used the example of "The Kitchen" in Russia for October 2023 to demonstrate how demand data enables executives to make more cautiously planned choices based on data rather than assumptions. By relying on demand data, executives can expect to create effective content strategies and boost their businesses.
This is The Kitchen (Кухня)'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 The Kitchen (Кухня) travels internationally.
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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 СТС 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 Kitchen (Кухня), for example, can be assessed for a market e.g. Russia, which can then be benchmarked against genre averages (e.g. Comedy Drama), using our globally standardized Demand Expressions® metric.
This page has been changed on March 28, 2024, 7:59 a.m. PST using television demand analytics from Parrot Analytics for The Kitchen (Кухня) in Russia. We provide our partners with smart OTT competencies to help them drive better and more informed content acquisition strategies. Contact us today to find out more.