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 for content is vital for making more informed content or acquisition decisions. By analyzing the performance of “Criminal Minds” in South Africa for October 2023, we can see how demand data can be used to make strategic decisions.
Firstly, content valuation can be derived from demand data, as it shows how much value a title provides to a platform in a particular region. "Criminal Minds" has had outstanding demand in South Africa, with 8.3 times the audience demand of the average show in the last 30 days. By using Parrot Analytics' content valuation system, executives can determine the dollar value contribution of the title to their platform, which can inform how much they should spend on content and assess the show's ability to drive subscriptions and reduce churn.
Secondly, demand data enables entertainment executives to assess a show's potential for global success and determine which content to produce or acquire for international expansion. For example, "Criminal Minds" has excellent travelability, measuring its international demand relative to its home market. The show's high demand in different countries makes it an excellent candidate for international distribution or could guide production decisions to make it more globally appealing.
Thirdly, understanding demand data allows executives to make distribution decisions as it shows where the show is most in-demand, guiding which platforms to target for content distribution. The top 10 global markets where “Criminal Minds” is most in-demand over the last 30 days highlight the importance of the US market, where it achieved outstanding audience demand of 14.6x, making it easier for executives to determine which regions to focus on.
Lastly, demand data can also guide programming decisions. For example, the analysis shows that other shows that “Criminal Minds” fans also like, which could inform programmers' decisions when creating the optimal programming lineup. Additionally, it highlights when demand spiked in late October for South Africa, which shows whether events or specific programming drove higher demand for the show.
In conclusion, the demand for content plays a crucial role in a TV executive's strategic decision-making process. By using demand data, entertainment executives can better understand their audience, assess their content's value, and make more informed content, acquisition, distribution, and programming decisions. Therefore, they can maximize the potential success of their franchises, increase engagement, acquire users, and improve customer retention rates.
Criminal Minds's travelability to South Africa in the last 30 days is 47%, which means that the audience demand for Criminal Minds is 47% of the demand in its country of origin, United States. Click through to another market to discover how well Criminal Minds travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular CBS‘s Criminal Minds 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 Africa, 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 CBS 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 Criminal Minds, for example, can be assessed for a market e.g. South Africa, which can then be benchmarked against genre averages (e.g. Procedural Drama), using our globally standardized Demand Expressions® metric.
This page has been recreated on April 22, 2024, 2 p.m. PST using demand analytics from Parrot Analytics for Criminal Minds in South Africa. We provide our partners with deep TV industry insight to help them drive better and more informed content partnership strategies. Contact us today to find out more.