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Digital Original Series DIGITAL ORIGINAL SERIES Global Demand Report 2nd Quarter, 2017 Copyright © 2017 Parrot Analytics. All rights reserved. Digital Original Series — Global Demand Report | Q2, 2017 Executive Summary } Netflix once again dominates the world’s digital originals: } Some older titles found success in international markets: In 9 of the 10 markets, teen drama 13 Reasons Why was For example, in Turkey the Netflix sci-fi drama Black the most in-demand title this quarter. Mirror was the most popular digital original this quarter even though the show hasn’t released new episodes } This could well be the quarter of teen dramas: As well since October 2016. as 13 Reasons Why, breakout hit Skam from Norwegian platform NRK TV featured in the top 25 of 9 markets, } This quarter saw the cancellations of the highest profile despite the teen drama not being officially translated Netflix shows to date. Fans did not take the news well: from Norwegian. The social media backlash against the cancellation of Sense8 had a higher demand peak than the show’s } Critical acclaim and demand aligned for Hulu’s The Season 2 release in most markets. 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 tates Turkey nited ingdom Singapore Gerany Canada Australia France Mexico Brazil 2 Copyright © 2017 Parrot Analytics. All rights reserved. Digital Original Series — 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 — Global Demand Report | Q2, 2017 Introduction Demand as the new paradigm In this seventh edition of Parrot Analytics’ Digital platforms, peer-to-peer protocols and file sharing Original Series Global Demand Report, the demand platforms. Parrot Analytics captures the expressions for 30 recent, popular or otherwise interesting digital of demand from these sources and combines them, original series in ten global markets is analyzed. These using the power of advanced artificial intelligence, digital original series are original content produced into a single measure of demand. Therefore, by SVOD platforms around the world, including the measuring this demand enables Parrot Analytics major services Netflix, Hulu, and Amazon, as well as to wield the industry’s most powerful metric linking smaller players such as Crackle and YouTube Red. consumers and content across the globe. As these titles can play a key role in the success of these platforms, but their viewership numbers are With this measure of demand, a vast array of analyses kept a closely-guarded secret, the purpose of this become possible. Demand is country-specific, report is to provide the industry with insights into meaning that the differences in demand for content the demand for these shows, backed by empirical between markets can be empirically measured even data for the 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 decisions to be made based on empirical data, with what drives consumption on all platforms — linear a full picture of the state of content demand in any and OTT alike. Consumers express their demand given market. In an industry traditionally guided by for content through multiple “demand expression intuition and gut feelings, gaining insights into the platforms” including video streaming platforms, social actual demand for content, no matter the platform media platforms, photo sharing platforms, blogging or market, is a definite competitive advantage. and microblogging platforms, fan and critic rating 4 Copyright © 2017 Parrot Analytics. All rights reserved. Digital Original Series — 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 through May 15 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 May 23 onward 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. Digital Original Series — Global Demand Report | Q2, 2017 Quarterly Events New digital original series released during the quarter: Dimension 404 Hulu Science Fiction April 04 American Playboy: The Hugh Hefner Story Amazon Video Drama April 07 DanTDM Creates A Big Scene YouTube Red Childrens April 07 Kings Of Atlantis YouTube Red Childrens April 07 Girlboss Netflix Comedy April 21 Hot Girls Wanted: Turned On Netflix Documentary April 21 Bill Nye Saves the World Netflix Documentary April 21 The Handmaid's Tale Hulu Drama April 26 Dear White People Netflix Drama April 28 Las Chicas Del Cable Netflix Drama April 28 Fruit Ninja: Frenzy Force YouTube Red Childrens May 05 I Love Dick Amazon Video Comedy-drama May 12 The Keepers Netflix Documentary May 19 Run, BIGBANG Scout! YouTube Red Reality May 26 Hyperlinked YouTube Red Comedy May 31 My Only Love Song Netflix Drama June 09 GLOW Netflix Drama June 23 DANGER & EGGS Amazon Video Childrens June 30 Gypsy Netflix Drama June 30 6 Copyright © 2017 Parrot Analytics. All rights reserved. Digital Original Series — Global Demand Report | Q2, 2017 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. 7 Copyright © 2017 Parrot Analytics. All rights reserved. Digital Original Series — Global Demand Report | Q2, 2017 Demand Over Time in the United States April 1st – June 30th, 2017 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 dramaOrange 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 dramaSense8 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. 13 Reasons Why Skam Orange Is The New Black Sense8 The Handmaid’s Tale Apr 1 Jun 9 1 May 2 Jun 1 Apr 26 Weekly episodes Season released 1 Season 2 released 3 initial episodes commenced 2 ancelled released
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