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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