DIGITAL ORIGINAL SERIES - Parrot Analytics€¦ · Top Digital Original Series in Q2 2017} Netflix once again dominates the world’s digital originals: ... trends over the last three

Copyright © 2017 Parrot Analytics. All rights reserved.

2nd Quarter, 2017

DIGITAL ORIGINAL SERIES

Global Demand Report


https://www.parrotanalytics.com/?utm_source=global-demand-report&utm_campaign=2017-q2&utm_medium=pdf

Digital Original Series — Global Demand Report | Q2, 2017

2


Top Digital Original Series in Q2 2017

} Netflix once again dominates the world’s digital originals: In 9 of the 10 markets, teen drama 13 Reasons Why was the most in-demand title this quarter.

} This could well be the quarter of teen dramas: As well as 13 Reasons Why, breakout hit Skam from Norwegian platform NRK TV featured in the top 25 of 9 markets, despite the teen drama not being officially translated from Norwegian.

} Critical acclaim and demand aligned for Hulu’s The Handmaid’s Tale. The highly regarded show appeared in the top 5 in 4 markets.

} Some older titles found success in international markets: For example, in Turkey the Netflix sci-fi drama Black Mirror was the most popular digital original this quarter even though the show hasn’t released new episodes since October 2016.

} This quarter saw the cancellations of the highest profile Netflix shows to date. Fans did not take the news well: The social media backlash against the cancellation of Sense8 had a higher demand peak than the show’s Season 2 release in most markets.

Executive Summary

13 Reasons Why

United StatesUnited Kingdom

SingaporeGermanyCanada

AustraliaFranceMexicoBrazil

Turkey

Black Mirror



3


Contents

Introduction 4

Quarterly Events 5

Demand Trends for Digital Original Series by Market 7

Methodology 28

About Parrot Analytics 29



4


Introduction

Demand as the new paradigmIn this seventh edition of Parrot Analytics ’ Digital Original Series Global Demand Report, the demand for 30 recent, popular or otherwise interesting digital original series in ten global markets is analyzed. These digital original series are original content produced by SVOD platforms around the world, including the major services Netflix, Hulu, and Amazon, as well as smaller players such as Crackle and YouTube Red. As these titles can play a key role in the success of these platforms, but their viewership numbers are kept a closely-guarded secret, the purpose of this report is to provide the industry with insights into the demand for these shows, backed by empirical data for the first time.

With the rapid proliferation of content distribution platforms and the unprecedented levels of consumer fragmentation, existing measurement services in the industry are falling increasingly short around the globe.

The solution to the industry’s difficulty in navigating the cross-platform fragmentation is through measuring global content demand. Demand for content is what drives consumption on all platforms — linear and OTT alike. Consumers express their demand for content through multiple “demand expression platforms” including video streaming platforms, social media platforms, photo sharing platforms, blogging and microblogging platforms, fan and critic rating

platforms, peer-to-peer protocols and file sharing platforms. Parrot Analytics captures the expressions of demand from these sources and combines them, using the power of advanced artificial intelligence, into a single measure of demand. Therefore, measuring this demand enables Parrot Analytics to wield the industry’s most powerful metric linking consumers and content across the globe.

With this measure of demand, a vast array of analyses become possible. Demand is country-specific, meaning that the differences in demand for content between markets can be empirically measured even if that content has not yet been officially released in that market. Demand is also platform-agnostic: while performance metrics may be available for certain titles on linear TV, Parrot Analytics’ demand metric reaches all content, from the popular broadcast programs to obscure cable titles to SVOD digital original series, on which very little data has been released. Knowing the demand for all this content allows content acquisition, licensing and advertising decisions to be made based on empirical data, with a full picture of the state of content demand in any given market. In an industry traditionally guided by intuition and gut feelings, gaining insights into the actual demand for content, no matter the platform or market, is a definite competitive advantage.




5


Quarterly Events

OTT newsImmediately before the quarter on March 31st, Netflix released their teen drama original series 13 Reasons Why. The show’s controversial content quickly attracted international headlines around the world.

Hulu’s show The Handmaid’s Tale started weekly releases on April 26th. The dystopian drama received immense acclaim from critics.

The highly anticipated new series of Netflix’s long-running comedy-drama Orange Is The New Black arrived on June 9th.

During the quarter, Netflix also announced some high-profile cancellations: The Get Down (cancelled on May 24th) and Sense8 (cancelled on Jun 1st). Due to an outcry by fans, Netflix partially reversed the cancellation of Sense8 on June 29th by announcing that they had commissioned a special finale episode for the show.

Harlots Hulu Drama through May 15Tumble Leaf Amazon Video Children April 04The Get Down Netflix Drama April 07Mystery Science Theater 3000 Netflix Comedy April 14Bosch Amazon Video Drama April 21Sense8 Netflix Science Fiction May 05Master Of None Netflix Comedy May 12Unbreakable Kimmy Schmidt Netflix Comedy May 19Bloodline Netflix Drama May 26Casual Hulu Comedy May 23 onwardF Is For Family Netflix Animation May 30House Of Cards Netflix Drama May 30Bajillion Dollar Propertie$ Seeso Comedy June 01Flaked Netflix Comedy June 02Orange Is The New Black Netflix Comedy-drama June 09The Ranch Netflix Comedy June 16Escape The Night YouTube Red Horror June 22

Existing digital original series airing new episodes during the quarter:



6


Quarterly Events

Dimension 404 Hulu Science Fiction April 04American Playboy: The Hugh Hefner Story Amazon Video Drama April 07DanTDM Creates A Big Scene YouTube Red Childrens April 07Kings Of Atlantis YouTube Red Childrens April 07Girlboss Netflix Comedy April 21Hot Girls Wanted: Turned On Netflix Documentary April 21Bill Nye Saves the World Netflix Documentary April 21The Handmaid's Tale Hulu Drama April 26Dear White People Netflix Drama April 28Las Chicas Del Cable Netflix Drama April 28Fruit Ninja: Frenzy Force YouTube Red Childrens May 05I Love Dick Amazon Video Comedy-drama May 12The Keepers Netflix Documentary May 19Run, BIGBANG Scout! YouTube Red Reality May 26Hyperlinked YouTube Red Comedy May 31My Only Love Song Netflix Drama June 09GLOW Netflix Drama June 23DANGER & EGGS Amazon Video Childrens June 30Gypsy Netflix Drama June 30

New digital original series released during the quarter:



7


Demand for Digital Original Series by Market

For each of the ten markets, selected digital original series are ranked by their average Demand Expressions® from April through June, 2017. A time series plot illustrating interesting demand trends over the last three months accompanies an analysis of these trends in each market.



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April 1st – June 30th, 2017

Demand Over Time in the United States

Released on March 31st, the most popular series in 9 of the 10 markets in this report was Netflix’s teen drama 13 Reasons Why. Unlike the typical all-episodes-at-once release schedules, which sees demand decline strongly in the first few weeks after release, demand for this show actually increased by 79%. This is likely because media outlets started extensively covering the show’s controversial subject matter, helping the show become a “must-see”.

Q2 could well be called the “Quarter of breakout teen dramas” as NRK TV’s show Skam also breached the top 25 in 9 of the 10 markets. This is remarkable as the Norwegian show never received any official releases in other languages; instead, it appears that communities of fans around the world translated and shared each episode themselves.

Hulu also gained a hit in the US, drama The Handmaid’s Tale was one of the biggest new shows this quarter with just 12% less demand than season 5 of the highly anticipated long-running Netflix comedy drama Orange Is The New Black. Arriving on April 26th with a 3 episode premiere, followed by weekly episodes, the strong storyline and acting helped draw new viewers to The Handmaid’s Tale, which helped it finish the quarter with a finale that had 44% more demand than the premiere.

The biggest event for Netflix’s sci-fi drama Sense8 came after its surprise cancellation on June 1st. The outcry from fans over this generated 39% more demand than the show’s Season 2 release on May 5th; the announcement of a two-hour special on June 29th also generated significant demand.

80 M

60 M

40 M

20 Million

0

DEM

AND

EXP

RESS

ION

S®

May JuneApril 2017

21

Sense8

3 initial episodesreleased

Season 5 releasedWeekly episodescommenced

The Handmaid’s TaleApr 26

Orange Is The New BlackJun 9

SkamApr 14

13 Reasons Why

1 – Season 2 released2 – Cancelled

May 51 Jun 12

Demand Expressions®: the total audience demand being expressed for a title, within a country, on any platform.



9


April 1st – June 30th, 2017 | Average Demand Expressions®


The top 25 most in-demand Digital Original Series in the United States:

13 Reasons Why Netflix Drama 31,515,564Orange Is The New Black Netflix Comedy-drama 17,009,736The Handmaid's Tale Hulu Drama 14,949,414House Of Cards Netflix Drama 9,261,759Marvel's Iron Fist Netflix Drama 8,678,799Sense8 Netflix Science Fiction 7,401,222Marvel's Luke Cage Netflix Drama 5,303,703The Keepers Netflix Documentary 4,818,259Stranger Things Netflix Science Fiction 4,744,995The Grand Tour Amazon Video Reality 4,649,676The Man In The High Castle Amazon Video Drama 4,413,528Master Of None Netflix Comedy 4,239,166Bloodline Netflix Drama 3,953,654The Good Fight CBS All Access Drama 3,946,503Daredevil Netflix Drama 3,885,196The Path Hulu Drama 3,722,888Fuller House Netflix Comedy 3,523,439Narcos Netflix Drama 3,425,028The Ranch Netflix Comedy 3,335,649Dear White People Netflix Drama 3,333,654Harlots Hulu Drama 3,279,091Unbreakable Kimmy Schmidt Netflix Comedy 3,263,744Skam NRK TV Drama 3,130,160The Get Down Netflix Drama 3,142,171Grace And Frankie Netflix Comedy 2,797,722

A selection of 5 additional Digital Original Series of interest in the United States:

Rhett & Link's Buddy System YouTube Red Comedy 2,222,737Escape The Night YouTube Red Horror 1,378,975Snatch Crackle Drama 1,105,394Mind Field YouTube Red Reality 875,153Supermansion Crackle Animation 795,611

Top Digital Original Series in the United States



10




8 M

6 M

4 M

2 Million

0

DEM

AND

EXP

RESS

ION

S®

May JuneApril 2017

Iron Fist Luke CageThe Man InThe High Castle

The CrownThe Grand Tour

The domination of this market by the Amazon show The Grand Tour is over for now; it is now second overall behind 13 Reasons Why. However, The Grand Tour is still very popular in the UK and places higher here than it does in any of the other markets.

The superhero Netflix titles Marvel’s Luke Cage and Marvel’s Iron Fist remain popular worldwide. Last quarter, the demand for Luke Cage (released in Sept 2016) was boosted by the March 17th release of Iron Fist, while this quarter both shows were boosted in early May by marketing for Marvel’s The Defenders, a miniseries featuring both characters. Iron Fist gained 15% more demand during this time, while Luke Cage gained 19%.

Amazon’s The Man In High Castle and Netflix’s The Crown both performed very similarly in the UK, both series were released near the end of 2016 and had only 4% difference in average demand between them this quarter. The affinity of British audiences for the subject matter of The Crown should be expected, but it appears that there is demand here for alternate-history dramas too.

The UK also has preference for content from the smaller streaming platforms; it has the highest ranking of all ten markets for Crackle’s Snatch and YouTube Red’s Rhett & Link's Buddy System.

Demand Over Time in the United Kingdom



11




The top 25 most in-demand Digital Original Series in the United Kingdom:

13 Reasons Why Netflix Drama 5,861,535The Grand Tour Amazon Video Reality 3,348,572The Handmaid's Tale Hulu Drama 3,142,102Orange Is The New Black Netflix Comedy-drama 2,924,055Marvel's Iron Fist Netflix Drama 2,545,121House Of Cards Netflix Drama 2,028,621Sense8 Netflix Science Fiction 1,645,423The Keepers Netflix Documentary 1,346,498The Man In The High Castle Amazon Video Drama 1,207,568The Crown Netflix Drama 1,158,399Stranger Things Netflix Science Fiction 1,156,923Marvel's Luke Cage Netflix Drama 985,067The Good Fight CBS All Access Drama 983,306Narcos Netflix Drama 885,113Skam NRK TV Drama 858,330Harlots Hulu Drama 837,206Bloodline Netflix Drama 790,702Daredevil Netflix Drama 785,048Master Of None Netflix Comedy 748,579The Get Down Netflix Drama 725,586Dear White People Netflix Drama 702,598Unbreakable Kimmy Schmidt Netflix Comedy 644,150The OA Netflix Drama 632,623Bosch Amazon Video Drama 512,527Gilmore Girls Netflix Comedy-drama 495,256

A selection of 5 additional Digital Original Series of interest in the United Kingdom:

Snatch Crackle Drama 458,850Rhett & Link's Buddy System Youtube Red Comedy 423,106Escape The Night Youtube Red Horror 300,664StartUp Crackle Drama 151,938Supermansion Crackle Animation 147,532

Top Digital Original Series in the United Kingdom



12




3 M

2 M

1 Million

0

DEM

AND

EXP

RESS

ION

S®

May JuneApril 2017

2

1

The Get Down

Season 3 releasedSeason 1 releasedWeekly episodes end

UnbreakableKimmy Schmidt

May 19

The KeepersMay 19

Harlots May 19

Season 5 released May 30

House Of Cards

1 – Season 1 part 2 released2 – Cancelled

Apr 71 May 242

The second of the two high-profile Netflix cancellations this quarter did well in this market. Despite the fact that The Get Down released new episodes on April 7th, it only made the top 25 in 7 of the 10 markets. The news Netflix would not make a Season 2 had 96% of the episode release demand.

Australia also displayed an appetite for True Crime, as Netflix documentary The Keepers was 8th this quarter, a position it also had in the US and the UK. Demand for this series declined slowly even after it’s May 19th release, keeping the show high on the overall Q2 chart.

Hulu series Harlots was also highly placed in this market. This show released episodes weekly from March 29th until mid May, after which demand tapered off.

Netflix drama series House Of Cards released Season 5 on May 30th while Netflix comedy Unbreakable Kimmy Schmidt released on May 19th. Both shows had a drop in demand afterwards, stabilizing at a baseline level. This behaviour is typical for shows that release all at once.

Also of note in this market is the appearance in the top 50 of Wolf Creek, a horror digital original from local Australian SVOD platform Stan.

Demand Over Time in Australia



13




The top 25 most in-demand Digital Original Series in Australia:

13 Reasons Why Netflix Drama 2,581,385Orange Is The New Black Netflix Comedy-drama 1,299,463The Handmaid's Tale Hulu Drama 923,077House Of Cards Netflix Drama 806,382The Grand Tour Amazon Video Reality 723,861Marvel's Iron Fist Netflix Drama 608,464Sense8 Netflix Science Fiction 484,322The Keepers Netflix Documentary 371,373Stranger Things Netflix Science Fiction 345,493Bloodline Netflix Drama 337,963The Crown Netflix Drama 317,582Master Of None Netflix Comedy 301,369Gilmore Girls Netflix Comedy-drama 294,860The Get Down Netflix Drama 287,488The Man In The High Castle Amazon Video Drama 282,597Marvel's Luke Cage Netflix Drama 273,414Unbreakable Kimmy Schmidt Netflix Comedy 265,177Narcos Netflix Drama 258,584Dear White People Netflix Drama 237,162Daredevil Netflix Drama 235,912Skam NRK TV Drama 234,194The Ranch Netflix Comedy 232,860Harlots Hulu Drama 231,757The Good Fight CBS All Access Drama 219,738Grace And Frankie Netflix Comedy 216,745

A selection of 5 additional Digital Original Series of interest in Australia:

Snatch Crackle Drama 115,230Rhett & Link's Buddy System Youtube Red Comedy 82,760Escape The Night Youtube Red Horror 79,569Wolf Creek Stan Horror 67,881Supermansion Crackle Animation 43,488

Top Digital Original Series in Australia



14




15 M

10 M

5 Million

0

DEM

AND

EXP

RESS

ION

S®

May JuneApril 2017

2

1

Sense8

Season 5 releasedWeekly episodescommenced

The OAOrange Is The New BlackJun 9

SkamApr 14

Marseille


May 51 Jun 12

Despite high anticipation for Orange Is The New Black making it the most in-demand show in this market last quarter, even the new Season 5 release this quarter couldn’t stop 13 Reasons Why from being the top ranking show in France. However, after the S5 release on June 9th, Orange Is The New Black became the most popular digital original series for the remainder of June.

NRK TV’s teen drama Skam has a lot of demand here; ranked 10th it achieved the 2nd highest placement out of all markets. Spikes in demand corresponding to episodes releasing on a weekly schedule over the quarter can be easily seen.

Netflix’s The OA, which last quarter did not do as well in France as it did in other markets reverses that position this quarter as it is now more popular here than in other markets, indicating the show took a while to find its audience in this market. The French Netflix series Marseille also reappears from last quarter, boosted by demand spikes likely corresponding to news related to the filming of Season 2.

Cancelled Netflix show Sense8 did especially well in France, ranked third in-demand this quarter. As in other markets, the news of the cancellation on June 1st generated more demand than the Season 2 release, 25% more in this case.

The Australian series Wolf Creek by Stan also appears in the French top 50, illustrating how digital originals from any country can find worldwide audiences.

Demand Over Time in France



15




The top 25 most in-demand Digital Original Series in France:

13 Reasons Why Netflix Drama 6,043,162Orange Is The New Black Netflix Comedy-drama 5,984,692Sense8 Netflix Science Fiction 2,955,953Narcos Netflix Drama 2,344,381House Of Cards Netflix Drama 1,741,611Stranger Things Netflix Science Fiction 1,717,521Black Mirror Netflix Science Fiction 1,521,323Marvel's Iron Fist Netflix Drama 1,297,474Daredevil Netflix Drama 795,403Skam NRK TV Drama 751,402Marvel's Luke Cage Netflix Drama 681,457The Crown Netflix Drama 645,896The Get Down Netflix Drama 550,327The OA Netflix Drama 512,485The Man In The High Castle Amazon Video Drama 451,002The Grand Tour Amazon Video Reality 406,242Bloodline Netflix Drama 394,520Snatch Crackle Drama 361,700Dear White People Netflix Drama 354,916The Handmaid's Tale Hulu Drama 294,709Master Of None Netflix Comedy 291,426Marseille Netflix Drama 276,221Gilmore Girls Netflix Comedy-drama 272,872Chance Hulu Drama 259,932Unbreakable Kimmy Schmidt Netflix Comedy 253,493

A selection of 5 additional Digital Original Series of interest in France:

Wolf Creek Stan Horror 61,022Rhett & Link's Buddy System YouTube Red Comedy 54,738StartUp Crackle Drama 41,041Mind Field YouTube Red Reality 39,992Chosen Crackle Drama 31,548

Top Digital Original Series in France



16




12 M

8 M

4 Million

0

DEM

AND

EXP

RESS

ION

S®

May JuneApril 2017

Hand Of God

Show renewedSeason 3 released

Gilmore GirlsApr 9

The Grand TourBoschApr 21

Black Mirror

Last quarter’s top show in this market, Amazon’s The Grand Tour fell to fourth this quarter. However, the show did experience a massive surge in demand after presenter Richard Hammond crashed while filming the next series on June 10th.

Amazon’s Bosch is one of the shows that performed best in the German market; it ranked 13th here but only appeared in the top 25 of two other markets. The show was released on April 21st which caused demand to jump by 528%. Similarly, Amazon drama Hand Of God released its final season towards the end of last quarter on March 10th but only made it into the German top 25 this quarter.

Netflix’s Gilmore Girls in 6th place is the show’s highest placement in all the markets this quarter even though there were no new episodes, however the show was renewed on April 9th. Although the last new episodes were released in 2016, Netflix’s sci-fi show Black Mirror remains popular in anticipation of the new season coming in late 2017, dropping only two places from last quarter.

Demand Over Time in Germany



17




The top 25 most in-demand Digital Original Series in Germany:

13 Reasons Why Netflix Drama 5,836,573House Of Cards Netflix Drama 3,338,631Orange Is The New Black Netflix Comedy-drama 2,966,815The Grand Tour Amazon Video Reality 2,150,452Marvel's Iron Fist Netflix Drama 1,473,736Gilmore Girls Netflix Comedy-drama 1,473,247Sense8 Netflix Science Fiction 1,407,033Black Mirror Netflix Science Fiction 1,396,252The Man In The High Castle Amazon Video Drama 1,260,581Narcos Netflix Drama 1,199,553Stranger Things Netflix Science Fiction 1,129,887Marvel's Luke Cage Netflix Drama 821,627Daredevil Netflix Drama 812,713Skam NRK TV Drama 809,833Bosch Amazon Video Drama 700,750The Handmaid's Tale Hulu Drama 595,041The OA Netflix Drama 562,807The Path Hulu Drama 530,758Fuller House Netflix Comedy 527,237Bloodline Netflix Drama 510,039Unbreakable Kimmy Schmidt Netflix Comedy 477,642The Crown Netflix Drama 471,459Dear White People Netflix Drama 433,667Master Of None Netflix Comedy 408,292Hand Of God Amazon Video Drama 406,567

A selection of 5 additional Digital Original Series of interest in Germany:

The Good Fight CBS All Access Drama 383,463Snatch Crackle Drama 245,141Rhett & Link's Buddy System Youtube Red Comedy 134,777StartUp Crackle Drama 132,403My Brother, My Brother And Me Seeso Comedy 99,449

Top Digital Original Series in Germany



18




8 M

6 M

4 M

2 Million

0

DEM

AND

EXP

RESS

ION

S®

May JuneApril 2017

The Mindy Project

3 initial episodesreleased

Season 5 releasedSeason 3 released

The Handmaid’s TaleApr 26


UnbreakableKimmy Schmidt

May 19

13 Reasons Why

Netflix’s 13 Reasons Why was the most in-demand show in Canada this quarter. The announcement that the show was renewed on May 7th resulted in a 43% demand boost compared to the day before. The same pattern can be seen for the comedy Unbreakable Kimmy Schmidt. That show released Season 3 on May 19th which resulted in a 267% day-on-day jump in demand. When the show’s renewal was announced on June 13th, there was a smaller 149% jump.

Hulu’s comedy The Mindy Project had its season 5 finale on March 28th. Of all 10 markets, this show placed highest here, although with no further episodes or show-related announcements demand slowly declined over the quarter.

The Handmaid’s Tale and Orange Is The New Black both released seasons this quarter. With 4 previous seasons, OITNB had the advantage of 8.8 times more demand than The Handmaid’s Tale before either released, but once both shows had completed airing they ended the quarter as the two most in-demand shows, with almost identical demand.

Demand Over Time in Canada



19




The top 25 most in-demand Digital Original Series in Canada:

13 Reasons Why Netflix Drama 3,287,446The Handmaid's Tale Hulu Drama 1,813,644Orange Is The New Black Netflix Comedy-drama 1,768,829House Of Cards Netflix Drama 941,826Marvel's Iron Fist Netflix Drama 856,312Sense8 Netflix Science Fiction 850,318The Grand Tour Amazon Video Reality 669,817Stranger Things Netflix Science Fiction 511,214Narcos Netflix Drama 479,482Marvel's Luke Cage Netflix Drama 467,696Bloodline Netflix Drama 443,645The Man In The High Castle Amazon Video Drama 429,674The Path Hulu Drama 394,549Skam NRK TV Drama 391,091The Keepers Netflix Documentary 385,056The Ranch Netflix Comedy 382,230Fuller House Netflix Comedy 374,123Master Of None Netflix Comedy 373,326The Good Fight CBS All Access Drama 368,377Daredevil Netflix Drama 360,188The Mindy Project Hulu Comedy 352,285Dear White People Netflix Drama 337,474Black Mirror Netflix Science Fiction 324,327Unbreakable Kimmy Schmidt Netflix Comedy 317,390The Crown Netflix Drama 304,746

A selection of 5 additional Digital Original Series of interest in Canada:

Snatch Crackle Drama 152,789Rhett & Link's Buddy System YouTube Red Comedy 118,665Escape The Night YouTube Red Horror 107,058Supermansion Crackle Animation 64,558Comedians In Cars Getting Coffee Crackle Reality 62,087

Top Digital Original Series in Canada



20




9 M

6 M

3 Million

0

DEM

AND

EXP

RESS

ION

S®

May JuneApril 2017

Transparent NarcosBlack MirrorMozart In The JungleThe Grand Tour

Turkey is the only market in this report where 13 Reasons Why was not the top show; the Netflix teen drama ranked fourth. The most in demand digital original show in Turkey this quarter was sci-fi drama Black Mirror, which released its Season 3 last October.

Second in the market is Netflix drama Narcos, which released season 2 back in September 2016. The drama beat Amazon’s The Grand Tour, which released episodes two months later than Narcos did, but in Q2 had only a quarter of the drama’s demand.

However, generally Amazon series performed well in this market this quarter; both comedy-drama Mozart In The Jungle and comedy Transparent placed highest out of all markets here in fourteenth and twentieth place respectively.

Demand Over Time in Turkey



21




The top 25 most in-demand Digital Original Series in Turkey:

Black Mirror Netflix Science Fiction 2,562,013Narcos Netflix Drama 2,359,215Marvel's Iron Fist Netflix Drama 1,570,86413 Reasons Why Netflix Drama 1,050,972House Of Cards Netflix Drama 948,305Stranger Things Netflix Science Fiction 910,425Orange Is The New Black Netflix Comedy-drama 701,585The OA Netflix Drama 630,653Marvel's Luke Cage Netflix Drama 601,194The Grand Tour Amazon Video Reality 596,650Daredevil Netflix Drama 567,512Sense8 Netflix Science Fiction 522,561The Handmaid's Tale Hulu Drama 373,647Mozart In The Jungle Amazon Video Comedy-drama 342,546The Man In The High Castle Amazon Video Drama 300,030The Crown Netflix Drama 265,002Chance Hulu Drama 259,132Goliath Amazon Video Drama 184,707The Good Fight CBS All Access Drama 177,717Transparent Amazon Video Comedy-drama 136,217Skam NRK TV Drama 125,735Gilmore Girls Netflix Comedy-drama 124,597The Path Hulu Drama 112,738Bosch Amazon Video Drama 93,514Bloodline Netflix Drama 88,265

A selection of 5 additional Digital Original Series of interest in Turkey:

Snatch Crackle Drama 80,809Mind Field YouTube Red Reality 67,869StartUp Crackle Drama 48,959Wolf Creek Stan Horror 13,117Rhett & Link's Buddy System YouTube Red Comedy 7,115

Top Digital Original Series in Turkey



22




30 M

20 M

10 Million

0

DEM

AND

EXP

RESS

ION

S®

May JuneApril 2017

Club de Cuervos

Season 1 releasedSeason 5 releasedRenewed

Las Chicas Del CableApr 28


IngobernableApr 27

13 Reasons Why

The most in-demand show in Mexico was 13 Reasons Why. However, this show had a narrow lead of only 13% more demand than local Mexican Netflix drama Ingobernable, which had a demand increase after news it would get a second season. Two other Netflix Spanish language digital originals, comedy-drama Club de Cuervos and Spain-set period drama Las Chicas Del Cable also ranked highly.

In fourth place this quarter, Netflix’s Orange Is The New Black keeps the same ranking in Mexico that it had last quarter, despite the new season release in June. Unusually though, the release demand never surpassed anticipation demand.

The likely reason is the hacking of the new season and illegal release of episodes around the 22nd of May, this had at peak 8% more demand than the actual Season 5 release peak after July 9th. That event had a much stronger effect on demand here than it did in other markets, indicating many people in Mexico did not wait for the official release to watch the show.

Demand Over Time in Mexico



23




The top 25 most in-demand Digital Original Series in Mexico:

13 Reasons Why Netflix Drama 12,649,201Ingobernable Netflix Drama 11,165,070Club De Cuervos Netflix Comedy-drama 6,734,989Orange Is The New Black Netflix Comedy-drama 4,666,077Sense8 Netflix Science Fiction 4,482,122Las Chicas Del Cable Netflix Drama 2,918,119Black Mirror Netflix Science Fiction 2,799,853House Of Cards Netflix Drama 2,514,789Stranger Things Netflix Science Fiction 2,415,204Marvel's Iron Fist Netflix Drama 2,272,821The Grand Tour Amazon Video Reality 1,470,989Skam NRK TV Drama 1,436,788Daredevil Netflix Drama 1,024,339Narcos Netflix Drama 1,008,583The OA Netflix Drama 988,016Marvel's Luke Cage Netflix Drama 908,828Gilmore Girls Netflix Comedy-drama 841,472The Handmaid's Tale Hulu Drama 822,447The Good Fight CBS All Access Drama 770,037The Crown Netflix Drama 730,480Mozart In The Jungle Amazon Video Comedy-drama 721,646The Man In The High Castle Amazon Video Drama 712,042Santa Clarita Diet Netflix Comedy 652,460The Get Down Netflix Drama 485,359The Path Hulu Drama 452,010

A selection of 5 additional Digital Original Series of interest in Mexico:

Snatch Crackle Drama 259,343Mind Field YouTube Red Reality 176,515Veni Vidi Vici Viaplay Comedy 118,785StartUp Crackle Drama 104,516The Art Of More Crackle Drama 100,318

Top Digital Original Series in Mexico



24




30 M

20 M

10 Million

0

DEM

AND

EXP

RESS

ION

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May JuneApril 2017

2

1

Sense8

Season 2 released Season 5 releasedWeekly episodescommenced

NarcosJun 16


SkamApr 14

The Ranch


May 51 Jun 12

Like most other markets, the highest ranked digital original in Brazil was 13 Reasons Why, but Brazil also had high demand for the Netflix sci-fi drama Sense8. This chart clearly shows the increases in demand caused by the release of Sense8 ’s Season 2 on May 5th and then the fan outcry after the show was cancelled on June 1st. Just like other markets, the cancellation news caused higher peak demand (by 10%) than its premiere release.

Another show that performed best in Brazil out of all the markets in this report is the fourth-placed teen drama Skam from NRK TV. Again, the demand spikes for each fan-translated episode can be seen; the show must have gained new fans through social media and word of mouth during the quarter as the finale episode had 103% more demand than the premiere.

Sense8 has 10% more demand overall this quarter than Orange Is The New Black, which was the third most popular show in Brazil. However, Orange Is The New Black did have the biggest peak demand; 6% more for the Season 5 release on June 9th compared to Sense8 ’s biggest peak.

Netflix comedy, The Ranch, also performed well in this market. Demand for that show jumped by 328% on the release of Season 2 on July 16th. Even between seasons, demand in Brazil is steady for Netflix’s South American crime drama Narcos.

Demand Over Time in Brazil



25




The top 25 most in-demand Digital Original Series in Brazil:

13 Reasons Why Netflix Drama 21,767,285Sense8 Netflix Science Fiction 7,216,330Orange Is The New Black Netflix Comedy-drama 6,541,549Skam NRK TV Drama 4,758,927Stranger Things Netflix Science Fiction 3,522,912Narcos Netflix Drama 2,334,167Marvel's Iron Fist Netflix Drama 2,220,733Black Mirror Netflix Science Fiction 1,683,781Gilmore Girls Netflix Comedy-drama 1,668,765House Of Cards Netflix Drama 1,612,6053% Netflix Drama 1,550,019The OA Netflix Drama 1,486,188Marvel's Luke Cage Netflix Drama 1,341,610The Crown Netflix Drama 969,095Daredevil Netflix Drama 898,848The Ranch Netflix Comedy 854,203The Good Fight CBS All Access Drama 851,546The Handmaid's Tale Hulu Drama 834,131The Man In The High Castle Amazon Video Drama 827,360The Get Down Netflix Drama 821,167Santa Clarita Diet Netflix Comedy 733,635Unbreakable Kimmy Schmidt Netflix Comedy 705,578The Grand Tour Amazon Video Reality 679,311Bojack Horseman Netflix Animation 670,058Dear White People Netflix Drama 668,792

A selection of 5 additional Digital Original Series of interest in Brazil:

Snatch Crackle Drama 342,266StartUp Crackle Drama 141,550Mind Field YouTube Red Reality 104,497Annoying Orange YouTube Red Comedy 103,041Wolf Creek Stan Horror 43,554

Top Digital Original Series in Brazil



26




1.2 M

800 K

400,000

0

DEM

AND

EXP

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May JuneApril 2017

Iron Fist

Weekly episodesended

Weekly episodesstarted

Santa Clarita Diet The Good FightApr 16

Kamen Rider Amazons Apr 7

13 Reasons Why

13 Reasons Why is the top ranked show with 74% more demand than second placed Marvel’s Iron Fist. Both shows remained popular in this market after being released at the end of the last quarter.

Amazon’s Japanese series Kamen Rider Amazons performed well in this market; although it released episodes weekly for almost the entire quarter it did not appear in the top 25 of any other country. Despite the fact the show has not yet been officially localized from Japanese, it seems the Singaporean audience enjoys the tokusatsu genre enough for it to reach 24th.

The Good Fight from CBS All Access also placed highly at 13th, although this title did appear in 5 other top 25 lists. This is the first show from CBS All Access to appear in this report, although the service’s upcoming Star Trek show is likely to do well next quarter.

Ranked 14th, Netflix comedy Santa Clarita Diet is another title that did best in Singapore of all the countries. These shows have a stronger fan base in this market than in the United States, their home market, demonstrating that a global view should be taken when considering the popularity of titles.

Demand Over Time in Singapore



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The top 25 most in-demand Digital Original Series in Singapore:

13 Reasons Why Netflix Drama 500,730Marvel's Iron Fist Netflix Drama 287,570The Grand Tour Amazon Video Reality 234,232House Of Cards Netflix Drama 186,267Orange Is The New Black Netflix Comedy-drama 155,962Marvel's Luke Cage Netflix Drama 111,871The Handmaid's Tale Hulu Drama 107,865Stranger Things Netflix Science Fiction 84,085Daredevil Netflix Drama 80,586Black Mirror Netflix Science Fiction 78,945Sense8 Netflix Science Fiction 74,485Narcos Netflix Drama 59,503The Good Fight CBS All Access Drama 54,671Santa Clarita Diet Netflix Comedy 53,754The Crown Netflix Drama 53,016Unbreakable Kimmy Schmidt Netflix Comedy 47,710Dear White People Netflix Drama 44,396Master Of None Netflix Comedy 43,992The Keepers Netflix Documentary 40,230The Man In The High Castle Amazon Video Drama 39,728The Get Down Netflix Drama 30,834The OA Netflix Drama 30,352Haters Back Off Netflix Comedy 30,178Kamen Rider Amazons Amazon Video Animation 26,739Gilmore Girls Netflix Comedy-drama 25,557

A selection of 5 additional Digital Original Series of interest in Singapore:

Skam NRK TV Drama 21,344Snatch Crackle Drama 14,774Run, BIGBANG Scout! YouTube Red Reality 8,969StartUp Crackle Drama 7,324Rhett & Link's Buddy System YouTube Red Comedy 6,844

Top Digital Original Series in Singapore



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Methodology

Global Demand MeasurementTo solve the industry’s measurement challenge with the rapid proliferation of content distribution platforms and unprecedented levels of consumer fragmentation, Parrot Analytics has developed the world’s first and only cross-platform, country-specific and real-time content Demand Measurement System, powered by Demand Expressions®.

Global Content DemandParrot Analytics is a technology and data science company that measures global demand for television content.

Consumers express their demand for content through various “demand expression platforms” including:

} Video Streaming Platforms } Social Media Platforms } Photo Sharing Platforms } Blogging & Microblogging Platforms } Fan & Critic Rating Platforms } Wikis & Informational Sites } Peer-to-Peer Protocols } File-Sharing Platforms

Industry-first: DemandRankTM

Parrot Analytics captures cross-platform audience demand for content around the world. Audience demand reflects the desire, engagement and viewership, weighted by importance: a stream or a download is a higher expression of demand than a passive impression or a comment.

Demand Expressions® The industry’s de facto measure of global content demand. This metric measures the total audience demand being expressed for a title, within a market.

Characteristics of Demand Expressions®:

} They measure actual, expressed demand. Parrot Analytics does not use panel data.

} They encompass demand expressed by audiences from a multitude of sources, weighted by importance.

} There is no ceiling to how many Demand Expressions® a title can generate in a market.

BloggingSites

SocialMedia

Fan & CriticRating Sites

Wikis &Informational

Sites

Microblogging Sites

Video StreamingSites

Photo Sharing Sites

File Sharing /P2P Platforms



About Parrot Analytics


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Parrot Analytics is a data science company that empowers media & entertainment companies, brands and agencies to understand global audience demand for television content. Wielding the world’s largest audience behavior data sets, the company has developed the world’s only global cross-platform, country- specific audience demand measurement system.

Parrot Analytics captures an unprecedented spectrum of actual fan and audience behavior including video streaming consumption, social media, blogging platforms, file-sharing and peer-to-peer consumption spanning 249 countries. This enables media companies, for the very first time, to understand audience demand for content across all content distribution platforms in all markets around the world.

Parrot Analytics’ leadership includes a group of media industry executives, creatives and scientists who believe in the magic of content and the impact it has on people’s lives. The company is on a mission to connect content creators and consumers by enabling data-driven decisions across the industry.

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DIGITAL ORIGINAL SERIES - Parrot Analytics€¦ · Top Digital Original Series in Q2 2017} Netflix once again dominates the world’s digital originals: ... trends over the last three