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, you strive to make informed decisions about content production, acquisition, distribution, and programming that ensure your organization's success. One effective way to achieve this is through the use of demand data. Let us take the example of "Saturday Night Live" and understand how demand data can help with different strategic decision-making scenarios.
Firstly, demand data can enable effective content valuation by providing insights into what is popular in a given market. For instance, the demand for "Saturday Night Live" in South Africa has been exceptional compared to average demand for TV shows in the country. This indicates that it enjoys high popularity and can be viewed as a strategic asset for any streaming platform targeting South African audiences. Additionally, knowing how much a show like this is worth to any platform in a specific region can be determined by analyzing a show’s audience demand trends.
Secondly, demand data can help entertainment executives to quantify a show's ability to drive subscriptions and mitigate churn. If a late-night comedy show like "Saturday Night Live" has a large following, it can drive sign-ups and retain subscribers for an SVOD service.
Furthermore, demand data can enable finding new opportunity markets for content distribution, particularly by identifying local whitespaces i.e., popular genres or content categories that are under-served by the current market offerings. Through its various features like demand analysis, reach, travelability, momentum, and more, using Parrot Analytics, executives can gather insights to guide supply and demand decisions, helping to determine what types of content exhibit opportunities to acquire or produce.
Fourthly, the role of demand data is crucial in making decisions regarding distribution. Television executives often need to make decisions about which platforms to sell or license their content to. Insights from demand data can help them understand which platforms to target for distribution of their content, considering where there is high demand. The travelability feature of the Parrot Analytics assessment framework can also be used here as a measure of how well a show can do globally.
Finally, demand data is also useful for mapping out global appeal, identifying how well a show is doing in different parts of the world, which informs decisions on global expansion strategy. With "Saturday Night Live," executives can identify which countries this show is in high demand and allocate funds accordingly. Furthermore, demand data can enable better decision-making for release strategy and pricing — knowing the periods when demand for the show is high means executives can choose to release new episodes at appropriate times or schedule re-runs accordingly, driving engagement and overall demand.
In conclusion, the entertainment industry is highly competitive, and success depends on making informed decisions. Demand data is a vital tool that can provide executives with insights into content valuation, audience engagement, supply and demand curve, acquisition, distribution, programming, recurring franchise opportunities and much more. Analyzing a show like "Saturday Night Live" can offer executives insights in securing the success of future productions in her/his own way.
Saturday Night Live's travelability to South Africa in the last 30 days is 16%, which means that the audience demand for Saturday Night Live is 16% of the demand in its country of origin, United States. Click through to another market to discover how well Saturday Night Live travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular NBC‘s Saturday Night Live 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 NBC 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 Saturday Night Live, for example, can be assessed for a market e.g. South Africa, which can then be benchmarked against genre averages (e.g. Sketch Comedy), using our globally standardized Demand Expressions® metric.
This page has been modified on March 28, 2024, 3:33 a.m. PST using television demand data from Parrot Analytics for Saturday Night Live in South Africa. We provide our partners with meaningful subscription-video-on-demand capabilities to help them drive better and more informed content distribution strategies. Contact us today to find out more.