DIGITAL ORIGINAL SERIES Global Demand Report

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Trends in 2016

Executive Summary

}} This year saw the release of several new, popular digital }} The release of popular titles such as The Grand Tour originals. Three first-season titles — Stranger Things, and The Man in the High Castle caused demand Marvel’s Luke Cage, and Gilmore Girls: A Year in the for Amazon Video to grow by over six times in some Life — had the highest peak demand in 2016 in seven markets, such as the UK, Sweden, and Japan, in Q4 of out of the ten markets. All three ranked within the 2016, illustrating the importance of hit titles for SVOD top ten titles by peak demand in nine out of the ten platforms. markets. }} Drama series had the most total demand over the }} As a percentage of all demand for digital original series year in these markets, indicating both the number and this year, Netflix had the highest share in Brazil and popularity of titles in this genre. third-highest share in Mexico, suggesting that the other platforms have yet to appeal to Latin American }} However, some markets had preferences for other markets. genres. Science fiction was especially popular in Brazil, while France, Mexico, and Sweden had strong }} Non-Netflix platforms had the highest share in Japan, demand for comedy-dramas. where Hulu and Amazon Video (as well as Netflix) have been available since 2015.

Digital Original Series with Highest Peak Demand in 2016

Orange Is Marels Stranger Things Gilmore Girls Club De Cueros The New Black Luke Cage

United Kingdom France United States Germany Meico Brazil Sweden Russia Australia Japan

Contents

Introduction 4

Methodology 5

Major Events in 2016 7

Demand Trends for Digital Original Series by Market 8

About Parrot Analytics 29

Introduction

Demand as the new paradigm

In the fifth edition ofParrot Analytics’ Digital Original micro-blogging platforms, fan and critic rating Series Global Demand Report, the demand for all platforms, peer-to-peer protocols and file sharing digital original series in ten global markets was platforms. Parrot Analytics captures the expressions analyzed over the entirety of 2016 and aggregated of demand from these sources and combines them, by platform and genre. The digital original series using the power of advanced artificial intelligence, included in the report are original content produced into a single measure of demand. Therefore, by US-based SVOD platforms, including the major measuring this demand enables Parrot Analytics services Netflix, Hulu, and Amazon, as well as smaller to wield the industry’s most powerful metric linking players YouTube Red and NBC's Seeso. As these consumers and content across the globe. titles can play a key role in the success of these platforms, but their viewership numbers are kept a With this measure of demand, a vast array of analyses closely-guarded secret, the purpose of this report is become possible. Demand is country-specific, to provide the industry with insights into the demand meaning that the differences in demand for content for these shows, backed by empirical data for the between markets can be empirically measured even first time. if that content has not yet been officially released in that market. Demand is also platform-agnostic: while With the rapid proliferation of content distribution performance metrics may be available for certain platforms and the unprecedented levels of consumer titles on linear TV, Parrot Analytics’ demand metric fragmentation, existing measurement services in the reaches all content, from the popular broadcast industry are falling increasingly short around the programs to obscure cable titles to SVOD digital globe. original series, on which very little data has been The solution to the industry’s difficulty in navigating the released. Knowing the demand for all this content cross-platform fragmentation is through measuring allows content acquisition, licensing and advertising global content demand. Demand for content is what decisions to be made based on empirical data, with drives consumption on all platforms — linear and OTT a full picture of the state of content demand in any alike. Consumers express their demand for content given market. In an industry traditionally guided by through multiple “demand expression platforms” intuition and gut feelings, gaining insights into the including video streaming platforms, social media actual demand for content, no matter the platform platforms, photo sharing platforms, blogging and or market, is a definite competitive advantage.

Methodology

Global Content Demand

Consumers express their demand for content through various “demand expression platforms” ie rin 2 rs including:

}} Video Streaming Platforms in rin ies ies }} Social Media Platforms }} Photo Sharing Platforms }} Blogging & Micro-Blogging Platforms }} Fan & Critic Rating Platforms }} Wikis & Informational Sites ide i rein }} Peer-to-Peer Protocols edi ies }} File-Sharing Platforms

Harnessing the power of cutting-edge artificial intelligence and hundreds of billions of data n rii irin points across the various demand expression in ies ies platforms, Parrot Analytics is able to combine the different methods consumers use to express their iis demand for content into the industry’s first and nrin ies only cross-platform Global Demand Measurement.

Industry-first Demand RankTM

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.

Methodology

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

To 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 contentDemand Measurement system.

Global Demand Measurement System

The cross-platform, country-specific Demand Measurement system introduced by Parrot Analytics consists of two components:

Demand Expressions™ Demand Rating™

The industry’s de facto measure of global A measure designed to enable the comparison content demand. This metric measures the of demand for content across multiple total audience demand being expressed for markets. a title, within a market.

Characteristics of Demand Expressions™: Characteristics of Demand Rating™:

}} They measure actual, expressed demand. Parrot }} It is derived from Demand Expressions™ and adjusted Analytics does not use panel data. by country population size.

}} They encompass demand expressed by audiences }} Scores range from zero to 100+. from a multitude of sources, weighted by importance. }} It is exponentially harder for a TV show to get a higher } } There is no ceiling to how many Demand Expressions™ Demand Rating™. a title can generate in a market.

For more on Global Demand Measurement,

read the Guide

Major Events in 2016

SVOD news from the past year, by quarter

}} On January 6th, Netflix announced its launch in 130 new markets. This large expansion means that Q1 the leading SVOD platform is now available in over 190 countries, with the major exceptions of China, North Korea, and Syria.

}} The 73rd Golden Globes were held on January 10th, honoring both film and television. Netflix got one nomination for its original filmBeasts of No Nation as well as six nominations across five of its original series. However, Amazon was the SVOD winner: Mozart in the Jungle won both categories it was nominated in while Netflix went home empty-handed.

}} Hulu's two original series that premiered last quarter, 11.22.63 and The Path, rivalled Netflix's top Q2 original series in terms of demand for the first time.

}} YouTube Red released five new original series this quarter and renewed two existing series, Scare PewDiePie and Foursome, for a second season on June 23rd. Scare PewDiePie was then cancelled on February 14th, 2107 after controversy around its star.

}} On July 5th, Netflix and the CW confirmed a deal to release CW titles on Netflix a mere eight days after the show's season finale, replacing Hulu as the streaming provider of the CW's content.

}} Netflix released Stranger Things on July 15th to little initial fanfare, but it soon became a cultural Q3 phenomenon. Demand for the hit show remained high during the summer and it was the most popular title in the United States after its second season was announced.

}} The 68th Primetime Emmys were held on September 18th, with wins for several digital original series. Amazon Video’s Transparent won for Outstanding Lead Actor in a Comedy Series and Outstanding Directing for a Comedy Series. Netflix’sBloodline won for Outstanding Supporting Actor in a Drama Series and Master Of None won for Outstanding Writing for a Comedy Series.

}} On December 14th, Amazon expanded its Prime Video service to over 200 markets, becoming the Q4 second global SVOD platform behind Netflix. One of the biggest titles on the platform was theTop Gear host’s new show, The Grand Tour, which started airing in November to high demand.

Demand Trends for Digital Original Series by Market

For each of the ten markets, the top 30 digital original series are ranked by their maximum Demand Expressions™ from January through December, 2016. This method was chosen because nearly all episodes of digital original series are released at once, resulting in a large spike in demand. The maximum of demand measures this peak interest in each series, without bias towards titles released either at the beginning or end of the year.

Two time series plots illustrate the trends in platform and genre demand over the year. Lastly, an analysis of this information is presented. Digital Original Series — Global Demand Report | Trends in 2016

Top Digital Original Series in the United States

January–December, 2016 | Maximum Demand Expressionstm

1 Marvel's Luke Cage Netflix Drama 69,104,591 2 Gilmore Girls: A Year In The Life Netflix Comedy-drama 63,265,405 3 Fuller House Netflix Comedy 60,067,773 4 Orange Is The New Black Netflix Comedy-drama 54,578,314 5 Stranger Things Netflix Science Fiction 52,523,584 6 The OA Netflix Drama 48,060,030 7 Marvel's Daredevil Netflix Drama 41,315,040 8 Making A Murderer Netflix Documentary 38,129,937 9 The Man In The High Castle Amazon Video Drama 37,673,092 10 Narcos Netflix Drama 35,796,873 11 The Get Down Netflix Drama 34,839,732 12 The Crown Netflix Drama 33,004,704 13 House Of Cards Netflix Drama 31,219,826 14 Mozart In The Jungle Amazon Video Comedy-drama 28,856,973 15 Love Netflix Comedy 28,677,025 16 Black Mirror Netflix Science Fiction 28,308,196 17 Travelers Netflix Science Fiction 24,134,917 18 Marco Polo Netflix Drama 23,851,819 19 Haters Back Off Netflix Comedy 22,604,049 20 Bloodline Netflix Drama 22,406,797 21 Unbreakable Kimmy Schmidt Netflix Comedy 21,334,397 22 Sense8 Netflix Science Fiction 20,611,338 23 The Grand Tour Amazon Video Reality 20,571,129 24 BoJack Horseman Netflix Animation 20,096,395 25 11.22.63 Hulu Drama 18,862,472 26 Voltron: Legendary Defender Netflix Children 17,278,044 27 Longmire Netflix Drama 14,182,980 28 Marvel's Jessica Jones Netflix Drama 13,662,861 29 East Los High Hulu Drama 13,432,214 30 Trailer Park Boys Netflix Comedy 13,390,839

Demand Expressions™: an empirical measure of demand within a market. Used to compare the audience demand for multiple titles in the same market. The maximum Demand Expressions™ that occurred from January 1st to December 31st were found to create this ranking.

Demand Trends in the United States January–December, 2016

Four out of the five top titles by peak demand were new releases this year, led byMarvel’s Luke Cage.

Though the United States is the home market of all the SVOD platforms in this report, the non-Netflix services only had about 21% of the total demand for digital original series, only slightly higher than the global average. The 79% market share for Netflix indicates that it remained the dominant SVOD platform in 2016.

While Amazon Video’s Q4 increase started with the release of The Grand Tour in November, the second season of The Man in the High Castle was more popular, ranking ninth by peak demand in the US.

Tta Share Demand Total Platform Demand in 2016 (ex. Netﬂix) r atrms in man ide rae Sees Te ed

Netﬂix iin

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Demand for drama series increased throughout the year, however, earlier on in the year it was surpassed by comedies, comedy-dramas, and science fiction after the release of those genres’ biggest titles: Fuller House, Orange is the New Black, and Stranger Things.

Tta enre Demand in

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omedydrama etch omedy Documentary al how iin

Drama ee

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Top Digital Original Series in the United Kingdom

January–December, 2016 | Maximum Demand Expressionstm

1 Stranger Things Netflix Science Fiction 13,322,833 2 Marvel's Luke Cage Netflix Drama 13,120,801 3 The Grand Tour Amazon Video Reality 12,641,729 4 Gilmore Girls: A Year In The Life Netflix Comedy-drama 11,455,180 5 The OA Netflix Drama 11,144,462 6 Orange Is The New Black Netflix Comedy-drama 10,122,923 7 The Man In The High Castle Amazon Video Drama 8,954,727 8 Fuller House Netflix Comedy 8,695,351 9 Marvel's Daredevil Netflix Drama 8,584,673 10 The Crown Netflix Drama 8,050,561 11 Narcos Netflix Drama 7,837,983 12 The Get Down Netflix Drama 6,999,653 13 House Of Cards Netflix Drama 6,969,319 14 Black Mirror Netflix Science Fiction 6,860,486 15 Making A Murderer Netflix Documentary 6,274,458 16 Travelers Netflix Science Fiction 5,873,438 17 Marco Polo Netflix Drama 5,703,114 18 Love Netflix Comedy 5,527,566 19 Mozart In The Jungle Amazon Video Comedy-drama 4,598,098 20 Marvel's Jessica Jones Netflix Drama 4,596,086 21 11.22.63 Hulu Drama 4,583,853 22 Unbreakable Kimmy Schmidt Netflix Comedy 4,441,961 23 BoJack Horseman Netflix Animation 4,255,743 24 Haters Back Off Netflix Comedy 3,834,251 25 Sense8 Netflix Science Fiction 3,557,198 26 Bloodline Netflix Drama 3,507,108 27 The Path Hulu Drama 3,165,977 28 Trailer Park Boys Netflix Comedy 2,856,371 29 Longmire Netflix Drama 2,416,775 30 Between Netflix Science Fiction 2,004,093

Demand Trends in the United Kingdom January–December, 2016

The titles with the top five highest peaks in demand, led byStranger Things, were all new series in 2016, indicating that people in the United Kingdom are eager to consume the latest original series.

Non-Netflix platforms had a relatively high percentage of total demand for digital originals, likely due to the popularity of The Grand Tour. This Amazon series ranked highest by peak demand out of any non-Netflix series in these markets.

The Grand Tour also contributed to the steep increase in demand for Amazon Video in Q4 along with The Man in the High Castle, which ranked seventh by peak demand.

Total Platform Demand in 2016 (ex. Netﬂix)

Netﬂix

Drama series were most in-demand throughout 2016 except for the three weeks following the release of Stranger Things when science fiction titles became the most popular.

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Top Digital Original Series in Australia

January–December, 2016 | Maximum Demand Expressionstm

1 Gilmore Girls: A Year In The Life Netflix Comedy-drama 5,760,476 2 Marvel's Luke Cage Netflix Drama 4,437,575 3 Orange Is The New Black Netflix Comedy-drama 4,239,848 4 Stranger Things Netflix Science Fiction 3,996,559 5 Fuller House Netflix Comedy 3,841,591 6 The OA Netflix Drama 3,484,239 7 Making A Murderer Netflix Documentary 3,063,128 8 Marvel's Daredevil Netflix Drama 2,702,109 9 The Crown Netflix Drama 2,659,852 10 The Grand Tour Amazon Video Reality 2,635,733 11 The Get Down Netflix Drama 2,413,823 12 Narcos Netflix Drama 2,401,815 13 The Man In The High Castle Amazon Video Drama 2,227,490 14 House Of Cards Netflix Drama 2,183,752 15 Unbreakable Kimmy Schmidt Netflix Comedy 2,114,882 16 Love Netflix Comedy 1,990,220 17 Travelers Netflix Science Fiction 1,922,937 18 Marco Polo Netflix Drama 1,820,329 19 Mozart In The Jungle Amazon Video Comedy-drama 1,766,799 20 Black Mirror Netflix Science Fiction 1,762,000 21 BoJack Horseman Netflix Animation 1,748,665 22 Haters Back Off Netflix Comedy 1,696,358 23 Bloodline Netflix Drama 1,582,151 24 11.22.63 Hulu Drama 1,351,000 25 Marvel's Jessica Jones Netflix Drama 1,140,896 26 Sense8 Netflix Science Fiction 1,084,155 27 Longmire Netflix Drama 983,763 28 Trailer Park Boys Netflix Comedy 938,607 29 The Ranch Netflix Comedy 895,987 30 The Path Hulu Drama 835,888

Demand Trends in Australia January–December, 2016

Australia had high interest in new Netflix releases: theGilmore Girls revival achieved the highest maximum demand of any digital original series in 2016, and three out of the top five series were new this year.

Out of all the demand expressed this year for digital original series, over 80% was for Netflix’s series with less than 20% for the other platforms.

Though Hulu had more total demand for about half the year, Amazon Video grew dramatically, by about five times, in Q4.

Total Share of Demand Total Platform Demand in 2016 (ex. Netﬂix) for Platforms in 2016 Amazon Video Crackle Hulu Seeso YouTube Red

Netﬂix Million

Bolstered by the release of new titles such as The Crown, dramas grew in total demand over 2016. Drama was generally the most popular genre, but was overtaken several times, notably by science fiction in July after the release ofStranger Things.

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Top Digital Original Series in France

January–December, 2016 | Maximum Demand Expressionstm

1 Orange Is The New Black Netflix Comedy-drama 15,765,088 2 Stranger Things Netflix Science Fiction 9,970,125 3 Marvel's Luke Cage Netflix Drama 8,512,348 4 Black Mirror Netflix Science Fiction 7,550,268 5 Marseille Netflix Drama 7,143,308 6 Gilmore Girls: A Year In The Life Netflix Comedy-drama 6,546,715 7 Narcos Netflix Drama 6,136,504 8 Marvel's Daredevil Netflix Drama 5,567,236 9 Sense8 Netflix Science Fiction 5,319,271 10 House Of Cards Netflix Drama 4,504,217 11 Star Wars: The Clone Wars Netflix Children 4,345,651 12 Marvel's Jessica Jones Netflix Drama 4,236,881 13 Dirk Gently's Holistic Detective Agency Netflix Drama 3,315,739 14 Bosch Amazon Video Drama 3,185,565 15 Longmire Netflix Drama 3,063,062 16 Fuller House Netflix Comedy 3,026,440 17 The Grand Tour Amazon Video Reality 2,967,856 18 The Man In The High Castle Amazon Video Drama 2,891,372 19 Making A Murderer Netflix Documentary 2,465,718 20 Marco Polo Netflix Drama 2,213,434 21 Unbreakable Kimmy Schmidt Netflix Comedy 2,190,078 22 BoJack Horseman Netflix Animation 1,826,311 23 The Crown Netflix Drama 1,789,316 24 Project MC2 Netflix Children 1,709,695 25 Bloodline Netflix Drama 1,681,201 26 The Get Down Netflix Drama 1,574,696 27 The OA Netflix Drama 1,450,788 28 Veggietales In The House Netflix Children 1,408,011 29 Haters Back Off Netflix Comedy 1,362,936 30 Deadbeat Hulu Comedy 1,203,645

Demand Trends in France January–December, 2016

As it was in Q1 and Q2, Orange is the New Black was the most popular title of 2016 in France, driven by its high demand after its fourth season release in June. The French Netflix original Marseille had less than half of Orange is the New Black’s demand at its peak.

France, along with Brazil, were the only markets where over 90% of all the demand for digital originals was from Netflix series.

Amazon Video and Hulu had similar demand for their series until around September, when Amazon began releasing seasons of both new (Crisis in Six Scenes) and old (Transparent) titles.

Total Platform Demand in 2016 (ex. Netﬂix)

Netﬂix

Dramas and comedy-dramas also had similar demand for half the year, but comedy-dramas were overtaken by science fiction series after the release ofStranger Things.

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Top Digital Original Series in Germany

January–December, 2016 | Maximum Demand Expressionstm

1 Gilmore Girls: A Year In The Life Netflix Comedy-drama 17,092,906 2 Marvel's Luke Cage Netflix Drama 11,386,911 3 Narcos Netflix Drama 10,777,873 4 Stranger Things Netflix Science Fiction 10,550,558 5 The Man In The High Castle Amazon Video Drama 9,432,316 6 Orange Is The New Black Netflix Comedy-drama 7,947,555 7 The Grand Tour Amazon Video Reality 7,947,489 8 House Of Cards Netflix Drama 6,882,322 9 Marvel's Daredevil Netflix Drama 6,856,821 10 Fuller House Netflix Comedy 6,559,470 11 Black Mirror Netflix Science Fiction 6,498,512 12 Chelsea Does Netflix Documentary 6,433,962 13 The OA Netflix Drama 6,195,219 14 Goliath Amazon Video Drama 4,337,337 15 3% Netflix Drama 4,330,815 16 Longmire Netflix Drama 4,098,643 17 BoJack Horseman Netflix Animation 3,805,439 18 Mozart In The Jungle Amazon Video Comedy-drama 3,632,916 19 Marvel's Jessica Jones Netflix Drama 3,611,298 20 Marco Polo Netflix Drama 3,488,867 21 Dragons Netflix Children 3,433,199 22 Between Netflix Science Fiction 3,302,677 23 Dirk Gently's Holistic Detective Agency Netflix Drama 3,211,578 24 The Get Down Netflix Drama 2,759,064 25 Chef's Table Netflix Documentary 2,725,605 26 Sense8 Netflix Science Fiction 2,654,513 27 Star Wars: The Clone Wars Netflix Children 2,634,431 28 Lilyhammer Netflix Drama 2,632,811 29 11.22.63 Hulu Drama 2,620,718 30 All Hail King Julien Netflix Children 2,577,536

Demand Trends in Germany January–December, 2016

The peak demand for Gilmore Girls: A Year in the Life was 50% higher than the next highest peak, which was for another new title, Marvel’s Luke Cage.

Non-Netflix platforms had the second-largest share of total demand for digital original series this year, with 24.2% compared to Netflix’s 75.8%. Only Japan had more demand for non-Netflix platforms.

Amazon Video was second to Netflix throughout the entirety of 2016. The release ofThe Man in the High Castle and The Grand Tour helped increase its demand nearly fivefold in Q4.

Total Platform Demand in 2016 (ex. Netﬂix)

Netﬂix

Dramas were consistently the most popular genre in Germany during 2016. Comedy-dramas and science fiction series also had strong demand, and reality grew in Q4 after the premiere of The Grand Tour.

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Top Digital Original Series in Sweden

January–December, 2016 | Maximum Demand Expressionstm

1 Orange Is The New Black Netflix Comedy-drama 1,821,773 2 Gilmore Girls: A Year In The Life Netflix Comedy-drama 1,726,577 3 Stranger Things Netflix Science Fiction 1,401,217 4 Marvel's Luke Cage Netflix Drama 837,918 5 The Grand Tour Amazon Video Reality 714,444 6 House Of Cards Netflix Drama 704,281 7 Narcos Netflix Drama 703,847 8 Making A Murderer Netflix Documentary 701,176 9 Marco Polo Netflix Drama 649,711 10 Star Wars: The Clone Wars Netflix Children 600,654 11 Black Mirror Netflix Science Fiction 552,436 12 Trailer Park Boys Netflix Comedy 542,182 13 Marvel's Daredevil Netflix Drama 540,759 14 Bosch Amazon Video Drama 494,155 15 Marvel's Jessica Jones Netflix Drama 438,153 16 Fuller House Netflix Comedy 429,733 17 The Get Down Netflix Drama 420,500 18 The Mindy Project Hulu Comedy 366,165 19 Bloodline Netflix Drama 348,828 20 Lilyhammer Netflix Drama 322,308 21 Arrested Development Netflix Comedy 287,717 22 BoJack Horseman Netflix Animation 276,389 23 11.22.63 Hulu Drama 250,147 24 The Killing Netflix Drama 221,032 25 The Man In The High Castle Amazon Video Drama 214,078 26 Unbreakable Kimmy Schmidt Netflix Comedy 175,479 27 Haters Back Off Netflix Comedy 166,224 28 Hemlock Grove Netflix Horror 151,587 29 Travelers Netflix Science Fiction 137,249 30 Flaked Netflix Comedy 129,686

Demand Trends in Sweden January–December, 2016

The veteran series Orange is the New Black attained the highest peak demand in Sweden in 2016, though the other titles in the top five were new shows. The second-place title,Gilmore Girls, had 23% more peak demand than Stranger Things, indicating the popularity of comedy-dramas in this market.

Demand for Hulu titles was second only to Netflix for much of the year, boosted by the popularity of 11.22.63 and The Mindy Project. However, demand for Amazon Video increased by over six times due to the even greater popularity of The Grand Tour.

Total Platform Demand in 2016 (ex. Netﬂix)

Netﬂix

Dramas had the most demand for most of the year except in June after the release of the comedy-drama Orange is the New Black. After this point, demand for comedy-dramas remained high from the rest of 2016, only superseded by science fiction Stranger( Things) and reality (The Grand Tour).

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Top Digital Original Series in Russia

January–December, 2016 | Maximum Demand Expressionstm

1 Marvel's Luke Cage Netflix Drama 20,769,200 2 Black Mirror Netflix Science Fiction 20,151,726 3 Marvel's Daredevil Netflix Drama 16,526,204 4 BoJack Horseman Netflix Animation 11,347,814 5 Sense8 Netflix Science Fiction 11,059,253 6 Gilmore Girls: A Year In The Life Netflix Comedy-drama 10,510,808 7 The Grand Tour Amazon Video Reality 10,094,612 8 The Man In The High Castle Amazon Video Drama 9,939,752 9 Narcos Netflix Drama 8,790,400 10 House Of Cards Netflix Drama 8,670,021 11 Dirk Gently's Holistic Detective Agency Netflix Drama 8,411,256 12 Orange Is The New Black Netflix Comedy-drama 7,553,118 13 Stranger Things Netflix Science Fiction 6,992,789 14 Marvel's Jessica Jones Netflix Drama 6,235,880 15 The Killing Netflix Drama 6,049,705 16 Haters Back Off Netflix Comedy 5,910,224 17 Fuller House Netflix Comedy 5,863,185 18 World Of Winx Netflix Children 5,359,639 19 Star Wars: The Clone Wars Netflix Children 5,323,158 20 The Path Hulu Drama 4,816,784 21 Mozart In The Jungle Amazon Video Comedy-drama 4,277,961 22 Making A Murderer Netflix Documentary 3,957,059 23 Longmire Netflix Drama 3,742,215 24 Marco Polo Netflix Drama 3,697,369 25 Lilyhammer Netflix Drama 3,460,686 26 The OA Netflix Drama 3,424,549 27 Crisis In Six Scenes Amazon Video Comedy 3,320,610 28 Dragons Netflix Children 3,240,801 29 Shut Eye Hulu Drama 3,143,339 30 Ripper Street Amazon Video Drama 2,941,011

Demand Trends in Russia January–December, 2016

Marvel’s Luke Cage had the highest peak demand in Russia, followed by dystopian anthology Black Mirror. As revealed in Q3, BoJack Horseman had more demand than Stranger Things, ranking fourth by peak demand to the science fiction hit’s thirteenth.

Russia had about the median amount of demand share from Netflix and non-Netflix series.

The popularity of The Grand Tour and The Man in the High Castle, which both ranked within the top ten by peak demand, caused the demand for Amazon Video to grow more quickly in Q4 than Hulu. Hulu’s title Shut Eye premiered in December, but to less than a third of the demand for the Amazon titles.

Total Platform Demand in 2016 (ex. Netﬂix)

Netﬂix

Drama had the most demand of any genre in Russia, but the popularity of science fiction, animation, comedy-drama, and reality grew over the last six months of the year.

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Top Digital Original Series in Mexico

January–December, 2016 | Maximum Demand Expressionstm

1 Club De Cuervos Netflix Comedy-drama 26,689,743 2 Gilmore Girls: A Year In The Life Netflix Comedy-drama 12,834,529 3 Marvel's Daredevil Netflix Drama 11,092,712 4 Mozart In The Jungle Amazon Video Comedy-drama 10,911,119 5 Stranger Things Netflix Science Fiction 9,546,455 6 Marvel's Luke Cage Netflix Drama 9,200,011 7 Narcos Netflix Drama 8,713,344 8 Orange Is The New Black Netflix Comedy-drama 8,614,718 9 Black Mirror Netflix Science Fiction 8,582,826 10 Marvel's Jessica Jones Netflix Drama 6,652,254 11 BoJack Horseman Netflix Animation 6,530,803 12 House Of Cards Netflix Drama 6,425,872 13 The OA Netflix Drama 4,667,516 14 Sense8 Netflix Science Fiction 4,651,821 15 Ripper Street Amazon Video Drama 4,218,823 16 Star Wars: The Clone Wars Netflix Children 4,018,904 17 Between Netflix Science Fiction 3,987,212 18 Longmire Netflix Drama 3,978,922 19 F Is For Family Netflix Animation 3,789,914 20 The Man In The High Castle Amazon Video Drama 3,739,662 21 Grace And Frankie Netflix Comedy 3,546,400 22 Ever After High Netflix Children 3,415,056 23 11.22.63 Hulu Drama 3,080,771 24 Fuller House Netflix Comedy 3,078,797 25 The Grand Tour Amazon Video Reality 2,872,899 26 The Ranch Netflix Comedy 2,779,051 27 Bloodline Netflix Drama 2,584,269 28 StartUp Crackle Drama 2,363,217 29 Making A Murderer Netflix Documentary 2,333,967 30 Dragons Netflix Children 2,289,989

Demand Trends in Mexico January–December, 2016

The second season of the Mexican Netflix seriesClub de Cuervos had the largest peak demand during 2016. The second- highest peak, for Gilmore Girls: A Year in the Life, had less than half of its demand.

Mexico had the third-highest share of demand for Netflix, behind Brazil and France. Since two out of the three markets with the strongest demand for Netflix are in Latin America, it follows that Netflix is unusually popular in this region.

After the premiere of Crackle’s StartUp in September, the platform temporarily overtook Hulu by total demand.

Total Platform Demand in 2016 (ex. Netﬂix)

Netﬂix

The release of Club de Cuervos in December increased the demand for comedy-dramas, making this genre achieve the highest peak demand in Mexico. The popularity of other comedy-dramas such as Gilmore Girls, Mozart in the Jungle, and Orange is the New Black indicates that this genre is in-demand in this market.

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Top Digital Original Series in Brazil

January–December, 2016 | Maximum Demand Expressionstm

1 Stranger Things Netflix Science Fiction 48,163,259 2 Gilmore Girls: A Year In The Life Netflix Comedy-drama 37,541,232 3 Orange Is The New Black Netflix Comedy-drama 27,242,157 4 The OA Netflix Drama 26,264,655 5 3% Netflix Drama 25,062,755 6 Black Mirror Netflix Science Fiction 24,677,550 7 Sense8 Netflix Science Fiction 24,502,851 8 Narcos Netflix Drama 23,973,921 9 Marvel's Daredevil Netflix Drama 16,430,155 10 Marvel's Luke Cage Netflix Drama 14,171,132 11 Between Netflix Science Fiction 10,889,129 12 Marvel's Jessica Jones Netflix Drama 9,733,584 13 Star Wars: The Clone Wars Netflix Children 8,775,912 14 The Ranch Netflix Comedy 6,643,405 15 Marco Polo Netflix Drama 6,616,982 16 Transparent Amazon Video Comedy-drama 6,038,176 17 BoJack Horseman Netflix Animation 5,880,249 18 Unbreakable Kimmy Schmidt Netflix Comedy 5,284,846 19 All Hail King Julien Netflix Children 4,911,622 20 Fuller House Netflix Comedy 4,592,672 21 House Of Cards Netflix Drama 4,239,328 22 Bloodline Netflix Drama 3,581,745 23 11.22.63 Hulu Drama 3,482,785 24 Making A Murderer Netflix Documentary 3,112,268 25 Mozart In The Jungle Amazon Video Comedy-drama 2,692,864 26 The Adventures Of Puss In Boots Netflix Children 2,648,677 27 Hemlock Grove Netflix Horror 2,565,129 28 Arrested Development Netflix Comedy 2,194,451 29 Dawn Of The Croods Netflix Children 2,134,353 30 The Crown Netflix Drama 2,117,567

Demand Trends in Brazil January–December, 2016

Though 3% was produced and set in Brazil, it did not have as much demand at its peak as other new science fiction series Stranger Things and The OA.

Netflix’s dominance was strongest in Brazil: over 90% of all demand for digital original series was for Netflix series while other platforms only had 8%.

Amazon Video started and ended 2016 with the highest demand out of the non-Netflix platforms, but Hulu was a strong challenger with the release of 11.22.63 and The Path in Q2.

Total Platform Demand in 2016 (ex. Netﬂix)

Netﬂix

Science fiction had the highest peak demand after the release ofStranger Things; along with the trend towards this genre among the top titles, these facts indicate that science fiction is particularly popular in Brazil.

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Top Digital Original Series in Japan

January–December, 2016 | Maximum Demand Expressionstm

1 Stranger Things Netflix Science Fiction 9,076,875 2 House Of Cards Netflix Drama 9,022,966 3 Marvel's Luke Cage Netflix Drama 8,979,572 4 Red Oaks Amazon Video Comedy 8,616,655 5 Mozart In The Jungle Amazon Video Comedy-drama 7,733,541 6 Narcos Netflix Drama 7,511,404 7 BoJack Horseman Netflix Animation 7,263,231 8 The Grand Tour Amazon Video Reality 7,250,505 9 Marvel's Daredevil Netflix Drama 5,521,619 10 Marco Polo Netflix Drama 5,245,260 11 The Get Down Netflix Drama 5,170,163 12 Fuller House Netflix Comedy 5,132,962 13 11.22.63 Hulu Drama 4,788,680 14 F Is For Family Netflix Animation 4,469,228 15 Sense8 Netflix Science Fiction 4,415,728 16 Longmire Netflix Drama 4,146,378 17 Orange Is The New Black Netflix Comedy-drama 4,140,547 18 Marvel's Jessica Jones Netflix Drama 3,930,412 19 Bad Internet YouTube Red Comedy 3,843,600 20 The Mindy Project Hulu Comedy 3,452,697 21 Unbreakable Kimmy Schmidt Netflix Comedy 3,319,338 22 Haters Back Off Netflix Comedy 3,273,656 23 Skylanders Academy Netflix Children 2,809,276 24 StartUp Crackle Drama 2,730,798 25 Shut Eye Hulu Drama 2,677,743 26 The OA Netflix Drama 2,658,041 27 Comedians In Cars Getting Coffee Crackle Reality 2,600,067 28 The Man In The High Castle Amazon Video Drama 2,595,348 29 Dirk Gently's Holistic Detective Agency Netflix Drama 2,420,812 30 Black Mirror Netflix Science Fiction 2,409,128

Demand Trends in Japan January–December, 2016

Though the globally popular Stranger Things had the highest peak demand in Japan, more unusual titles also had high demand. Amazon Video’s older series Red Oaks and Mozart in the Jungle had more demand at their peak than the newer The Grand Tour, and the now-cancelled Marco Polo made the top ten.

Non-Netflix platforms had the highest share of total demand in Japan out of these markets, with nearly 25%. This is likely because both Hulu and Amazon Video, along with Netflix, have been present in the country since 2015.

YouTube Red had a surge of demand in the middle of the year due to the popularity of Bad Internet, which was the only YouTube Red original to rank among the top 30 titles in these markets.

Total Platform Demand in 2016 (ex. Netﬂix)

Netﬂix

Drama was the most popular genre throughout all of 2016 in Japan, though comedy and science fiction came close to matching it on several occasions.

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