DIGITAL ORIGINAL SERIES
DIGITAL ORIGINAL SERIES
Global Demand Report
2nd Quarter, 2017
Copyright ? 2017 Parrot Analytics. All rights reserved.
Digital Original Series ¡ª Global Demand Report | Q2, 2017
Executive Summary
}} 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.
}} 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 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.
}} 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.
}} Critical acclaim and demand aligned for Hulu¡¯s The
Handmaid¡¯s Tale. The highly regarded show appeared
in the top 5 in 4 markets.
Top Digital Original Series in Q2 2017
13 Reasons Why
Black Mirror
United States
United Kingdom
Singapore
Germany
Canada
Australia
France
Mexico
Brazil
Turkey
2
Copyright ? 2017 Parrot Analytics. All rights reserved.
Digital Original Series ¡ª Global Demand Report | Q2, 2017
Contents
Introduction
4
Quarterly Events
5
Demand Trends for Digital Original Series by Market
7
Methodology
28
About Parrot Analytics
29
3
Copyright ? 2017 Parrot Analytics. All rights reserved.
Digital Original Series ¡ª Global Demand Report | Q2, 2017
Introduction
Demand as the new paradigm
In 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.
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.
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 ¡ª 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
4
Copyright ? 2017 Parrot Analytics. All rights reserved.
Digital Original Series ¡ª Global Demand Report | Q2, 2017
Quarterly Events
OTT news
Immediately 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.
Existing digital original series airing new episodes
during the quarter:
Harlots
Hulu
Drama
Tumble Leaf
Amazon Video
Children
April 04
The Get Down
Netflix
Drama
April 07
Mystery Science Theater 3000
Netflix
Comedy
April 14
Bosch
Amazon Video
Drama
April 21
Sense8
Netflix
Science Fiction
May 05
Master Of None
Netflix
Comedy
May 12
Unbreakable Kimmy Schmidt
Netflix
Comedy
May 19
Bloodline
Netflix
Drama
May 26
Casual
Hulu
Comedy
F Is For Family
Netflix
Animation
May 30
House Of Cards
Netflix
Drama
May 30
Bajillion Dollar Propertie$
Seeso
Comedy
June 01
Flaked
Netflix
Comedy
June 02
Orange Is The New Black
Netflix
Comedy-drama
June 09
The Ranch
Netflix
Comedy
June 16
Escape The Night
YouTube Red
Horror
June 22
5
Copyright ? 2017 Parrot Analytics. All rights reserved.
through May 15
May 23 onward
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