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 executives working in the entertainment industry, utilizing audience demand data can provide important insights into the popularity of a show amongst viewers and assist with various content-related decision making processes. Using the example of "The Kardashians" in South Africa for the month of October 2023, let's explore how demand data can inform different decisions across the industry.
For content valuation purposes, utilizing demand data can provide insight into how much a show's worth on any platform, in any region. In the case of "The Kardashians," with 12.9 times the audience demand of the average title in South Africa over the last 30 days, it stands out in terms of demand. This can give decision-makers confidence that the show is capable of driving engagement across their catalog.
Acquisition and distribution decisions can also be influenced by demand data. Knowing which shows fans of "The Kardashians" are also interested in, such as "Rick and Morty" or "The Real Housewives," can help executives understand the kinds of titles that may perform well with similar audiences and make informed decisions around acquiring or creating similar properties. Similarly, examining the performance of a show in different global markets can inform decisions about where to distribute or acquire content. For example, "The Kardashians" may be most valuable in South Africa, where it has outstanding demand, but outstanding demand in other markets, like the US, UK, Canada, Australia, and the Netherlands, may also be worth considering.
Programming decisions are also impacted by demand data. Examining the performance of a show over time can help executives understand whether it will be a long-term hit. For "The Kardashians" in South Africa, demand has been consistently high over the last 90 days and peaked in mid-October, which demonstrates that the show has been able to retain audience interest. Furthermore, examining global markets can help inform decisions around marketing campaigns to build a global audience.
Finally, demand data can inform talent agencies, studios, and TV production companies around the popularity of different genres. With "The Kardashians" ranking at the 100th percentile in its genre in South Africa in October, it's clear that audiences in the region are highly engaged with reality programming. By understanding the best-performing genres, entertainment professionals can more effectively pitch and produce new titles that better match consumer desires.
In conclusion, whether it's content valuation, acquisition and distribution, or programming decisions, utilizing audience demand data provides important insights for executives working in the entertainment industry. By examining a show like "The Kardashians" in South Africa during October 2023, decision-makers can gain a better understanding of how to optimize their business strategies and better appeal to audiences.
The Kardashians's travelability to South Africa in the last 30 days is 91%, which means that the audience demand for The Kardashians is 91% of the demand in its country of origin, United States. Click through to another market to discover how well The Kardashians travels internationally.
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Acquire the best shows from partners such as Hulu to fortify your competitive position in South Africa. Contact us now to access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles (e.g. The Kardashians), including those that have not even been released. Leverage a return-focused selection criteria for title acquisition by incorporating country-specific trend and market demand factors.
Command your Reality genre niche with maximum net subscriber adds. Contact us now to harnesses audience demand data to gain insights for growing and keeping a subscriber base. Leverage a return-focused selection criteria for title acquisition from partners such as Hulu by incorporating country-specific trend and market demand factors for all markets including South Africa. Appeal to the individuality of your audience base, taking into consideration the unique and limitless characteristics of taste clusters.
Deploy high impact entertainment marketing strategies across all genres including Reality. Contact us now to deploy demand-driven marketing, the only empirical earned media measure of your marketing spend. Access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles such as The Kardashians, including those that have not even been released. Appeal to your target markets, including South Africa, based on audience interests, enabling the personalization of campaigns to capitalize on pre-release demand.
Our TV audience measurement dataset is truly global. Discover how popular Hulu‘s The Kardashians 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 Hulu 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 Kardashians, for example, can be assessed for a market e.g. South Africa, which can then be benchmarked against genre averages (e.g. Celebrity Reality), using our globally standardized Demand Expressions® metric.
This page has been revised on April 22, 2024, 2:04 p.m. PST using global television demand data from Parrot Analytics for The Kardashians in South Africa. We provide our partners with comprehensive SVOD workflows to help them drive better and more informed content acquisition strategies. Contact us today to find out more.