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.
For entertainment executives looking to make more informed content decisions, demand data like that provided for "The Chi" can be an invaluable tool. Firstly, it can help with content or acquisition decisions by providing insights into how well a show is performing with its current audience or how much demand exists for a specific genre in a particular region. Demand data also allows for the valuation of potential content, enabling executives to determine how much a content library or individual title is worth to a streaming or SVOD platform.
Demand data can also be used to make distribution decisions: executives can determine which platforms to target for distribution of their content, and understand which of their titles are underperforming in specific regions and adjust accordingly.
Programming decisions can be made using demand data by determining what type of content has the greatest opportunity to acquire or produce. Affinity analysis provided by Parrot Analytics can be used to understand which TV shows, talents or brands are most likely to expand the audience of a particular show, or to acquire or retain subscribers of a particular streaming platform.
Finally, demand data can help with decisions surrounding subscriber retention and acquisition. Using demand insights to determine which titles are most likely to keep current subscribers happy, or which titles are most likely to grow the platform's audience base. Additionally, understanding taste clusters or genres can help executives optimize their marketing campaigns for their shows, enabling them to attract more viewers and retain them for longer periods of time.
When looking at the specific data for "The Chi," executives can glean a lot of valuable information from the insights provided. For example, they can understand that while the show's US market is performing well, audience demand has decreased 32.8% in the last 30 days. While this is a red flag, the information that demand spiked in late November tells executives there may be a specific episode or season that is fueling interest.
Additionally, executives could use the global demand data provided for "The Chi" to understand which regions to prioritize for distribution or promotion. Knowing that the show performs best in the US, Kenya, South Africa, Canada, and the United Kingdom, for instance, could be instrumental in directing marketing campaigns or arranging distribution deals.
Finally, information on the show's travelability, momentum, and franchisability is useful for understanding the long-term value of the IP. For instance, outstanding longevity and momentum could indicate that "The Chi" has the potential for multiple seasons of continued interest or storyline expansion, while good franchisability shows the possibility for spin-offs or franchise opportunities.
In conclusion, demand data is an essential tool for entertainment executives who want to make the most informed content, acquisition, distribution, and programming decisions. Whether using this data to understand what type of content resonates with audiences in different regions or to make pricing or programming choices, demand data can help executives to focus on the best choices for their business and audience. Companies like Parrot Analytics provide invaluable data insights like those provided above for "The Chi" to help executives make these decisions based on empirical data rather than guesswork.
This is The Chi'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 Chi travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Showtime‘s The Chi 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 the United States, 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 Showtime 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 Chi, for example, can be assessed for a market e.g. United States, which can then be benchmarked against genre averages (e.g. Life Story), using our globally standardized Demand Expressions® metric.
This page has been revised on Dec. 9, 2023, 1:02 p.m. PST using tv demand content analytics from Parrot Analytics for The Chi in the United States. We provide our partners with valuable media industry insight to help them drive better and more informed content partnership strategies. Contact us today to find out more.