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.
Demand data has been proven to be a powerful tool for entertainment executives and stakeholders at every level of the industry to make informed and data-driven decisions regarding their content. For instance, the analysis of "The Daily Show" for October 2023 in the United States harnesses key indicators for different types of decisions.
Firstly, demand data can be harnessed for content valuation, such as knowing the worth of TV series to any platform on any given day. A strategic question that comes up is: How much is my show worth? By leveraging Parrot Analytics' demand data, it is possible to calculate an accurate valuation of a particular show and understand its supply and demand. "The Daily Show," for instance, is currently highly sought after, with 19.3 times more audience demand in the US than the average show. Its country-wide demand increased by 41.1% during October 2023 alone. It ranked #65 in the US and had global appeal with outstanding audience demand in markets such as China and the Netherlands. "The Daily Show" also had an outstanding worldwide audience demand across all platforms and was ranked highly in terms of its travelability, momentum, longevity, franchisability spin-off potential) and reach.
Secondly, demand data is useful in decisions concerning content acquisition. By examining audience demand data, TV series financing companies, OTT platforms, content distributors, and other decision-makers can assess the value of a title and understand whether it is worth acquiring the content. By understanding which shows are resonating with audiences in the given market, decision-makers can make more informed decisions, such as determining the type of content that exhibits an opportunity to acquire or produce. Through analysis of the top 10 global markets where "The Daily Show" is in demand, decision-makers could determine whether it is worth acquiring the show and assess its performance, such as understanding its popularity and its potential in different geographical locations.
Thirdly, demand data is key in programming decisions regarding aspects such as release strategy and pricing. The Parrot Analytics demand data is useful in understanding when audience demand spikes for specific shows. In the case of "The Daily Show," demand spiked at mid-October 2023 in the United States and also had an outstanding ranking in the reality genre for the same period. Decision-makers could optimize their marketing campaign ahead of the show's premiere, as insights about which shows fans of "The Daily Show" also like.
Lastly, demand data is pivotal in distribution decisions. By analyzing how well a show's audience demand is maintained over time, decision-makers can support global SVOD expansion and allocate funds to maximize future content investments. As shown in the case of "The Daily Show," its longevity was exceptional, meaning it maintained a consistent level of audience demand over time. For a TV production company or content distributor, this is evidence of a show's staying power and an indication of the level of investment required.
In summary, content valuation, programming decisions, acquisition, and distribution are a few of the pivotal areas where demand data can be effectively used to make informed decisions. "The Daily Show" is an excellent example of how entertainment executives can harness demand data to understand the popularity of shows and make decisions based on audience demand.
This is The Daily Show'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 Daily Show travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Comedy Central‘s The Daily Show 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 Comedy Central 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 Daily Show, for example, can be assessed for a market e.g. United States, which can then be benchmarked against genre averages (e.g. Late Night Talk Show), using our globally standardized Demand Expressions® metric.
This page has been amended on Nov. 28, 2023, 1:07 p.m. PST using global tv demand datasets from Parrot Analytics for The Daily Show in the United States. We provide our partners with essential TV series workflows to help them drive better and more informed content partnership strategies. Contact us today to find out more.