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 at an OTT or SVOD platform or content distributor, understanding audience demand data is paramount for making informed content and programming decisions. The case of "Skeem Saam" in South Africa provides a perfect example of how demand data can be leveraged to drive content valuation, programming, acquisition, and distribution decisions.
Content valuation, for example, uses demand data to determine the monetary value of a TV show. By analyzing the audience demand trends for "Skeem Saam" in South Africa, we can determine its true value. The show has 9.7 times the audience demand of the average show in South Africa over the last 30 days, indicating that it has a high value. Furthermore, its demand has been increasing recently, which means that the show's value is likely to increase. As an entertainment executive, this demand data can help in determining the worth of similar titles, which can in turn influence acquisition and distribution decisions.
Concerning programming decisions, the demand data for "Skeem Saam" shows that its demand has increased by 31.1% in South Africa during October. Therefore, as a TV production company or a studio, investing in a show that attracts such a demand can drive programming decisions for local audiences. By understanding that "Skeem Saam" is a popular show in the soap-opera genre in South Africa, executives can create similar programs that target that specific audience, which can contribute significantly to audience growth and retention. Additionally, analyzing the demand data for the show's spin-off potential can influence franchising decisions.
The global measurement metrics from Parrot Pulse can help entertainment executives to make informed decisions. For "Skeem Saam," it shows that the show performs well across six dimensions, with the potential for growth in travelability. This information can help in determining the show's suitability for international markets, which can influence distribution decisions.
The demand data for "Skeem Saam" also reveals valuable insights on how to optimize marketing campaigns ahead of a premiere. By examining the demand trends for the show, it is evident that there was a demand spike in late October 2023 in South Africa. This information, together with Parrot Pulse's momentum, helps entertainment executives decide how to drive audience engagement through effective marketing campaigns. The demand data also provides insights into how much audiences are willing to pay for popular shows. Therefore, executives can use this information to make pricing decisions on a show-by-show basis, depending on its demand trends.
In conclusion, analyzing audience demand data can help entertainment executives to make informed content, acquisition, distribution, and programming decisions. The case of "Skeem Saam" in South Africa shows the importance of tracking demand trends and understanding a show's value to its audience. With demand data, executives can make informed decisions that drive audience growth and retention, maximize the value of their content, and grow their businesses.
This is Skeem Saam'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 Skeem Saam travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular SABC 1‘s Skeem Saam 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 SABC 1 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 Skeem Saam, for example, can be assessed for a market e.g. South Africa, which can then be benchmarked against genre averages (e.g. Soap Opera), using our globally standardized Demand Expressions® metric.
This page has been adjusted on April 22, 2024, 2 p.m. PST using tv demand metrics from Parrot Analytics for Skeem Saam in South Africa. We provide our partners with essential media industry workflows to help them drive better and more informed content advertising strategies. Contact us today to find out more.
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