Hits and Misses of 2019

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Hits and Misses of 2019 Digital Landscape in Television Global: Most Engaging Series of 2019 Based on YouGov Signal’s total aggregate of digital metrics which we call appetite score*, Netflix Originals were the most engaging series in 2019. Superhero series The Umbrella Academy was top- ranked among the global audience, followed closely by The Witcher and Stranger Things.

*Appetite score: See more on methodology slide. Global: 2019 Most Popular TV Series by Territory There was high digital appetite for HBO’s Game of Thrones and various Netflix Originals across the globe.

Games of Thrones Games of Thrones Games of Thrones Games of Thrones The Witcher The Umbrella Academy The Witcher The Umbrella Academy Stranger Things The Umbrella Academy

Canada France Netherlands Australia

Games of Thrones Games of Thrones Stranger Things The Witcher Titans Games of Thrones Sacred Games Stranger Things Stranger Things Lucifer

U.S. Russia Mexico India

Games of Thrones Games of Thrones Games of Thrones Mob Psycho 100 Titans Titans

Argentina Germany Spain South Korea

Games of Thrones Money Heist Games of Thrones Vagabond Manifest Titans The Witcher Kingdom The Name of the Rose A Place to Call Home The Masked Singer The Umbrella Academy My Country: New Age Brazil Italy Sweden Japan

Game of Thrones The Witcher Games of Thrones Titans The Umbrella Academy

Colombia Poland U.K. Global: Most Pirated TV Series of 2019 With over 337K torrent downloads, HBO’s Game of Thrones was the most pirated series* worldwide. New series Netflix’s The Witcher and Disney+’s The Mandalorian displayed similar appeal to the global audience.

Game of Thrones The Witcher The Mandalorian Chernobyl The Walking Dead 337k Downloads 248k Downloads 236k Downloads 106k Downloads 95k Downloads

*Does not include illegal streaming. Global: 2019’s Breakout Hit The Umbrella Academy Netflix Original The Umbrella Academy was a global breakout hit in 2019. Social engagement for the superhero series more than doubled in the days following its debut (Global Appetite Score: 48.62→99.96). Interest and curiosity regarding the series multiplied in a matter of days, with online searches increasing from 6.4k pre-premiere to 383k post-premiere. Its Instagram fanbase has also skyrocketed since launch—followers have increased from 83k to over 1.2m.

Umbrella Academy S1 Premiere Global: Appetite for SVOD Brands Netflix continues to be the most popular subscription video-on-demand service in the world, but faces increasing competition from Amazon Prime Video, Hulu and newcomer Disney+. Apple TV+ was another 2019 entrant but lost appeal among the global audience from the year before – unlike Disney+, which increased in global appeal. Both approaching their 2020 launches, Peacock and HBO Max have experienced increased popularity since 2018.

63 67 49 28 68 30 2019 82 2018 64 86 81 93 89 99 98 United States In 2019, the SVOD market expanded as new players entered the fold and created competition for industry leaders Netflix and Amazon Prime Video. Amplified streaming choices have led to American streaming consumers being inundated with a surge of new content.

Complicating the landscape even further, SVOD services are experimenting with diversifying their release patterns to expand their reach and retain their audiences. United States: Streaming Wars of 2019 Dynamics in the ongoing streaming war shifted with new entrants to the SVOD market in 2019. After its November launch, Disney+ surpassed Netflix to seize the top spot as the most desirable streaming service in the U.S. HBO Max, Quibi and Peacock’s popularity grew significantly from the year before in the leadup to their 2020 launches.

27.7 50.6

18.3 55.6

23.1 79.5

62.9 70.9

70.8 99.8

93.7 93.7

97.1 98.4 2018 99.7 99.7 2019 United States: Sentiment Surrounding Emerging Platforms There was high anticipation for the content that Quibi is slated to offer, and its method of delivery to audiences. Excitement surrounded series that are set to feature high-profile actors and/or celebrities - with content featuring Darren Criss, Chrissy Teigen, Joe Jonas, Robbie Amell, and Steven Amell generating the most chatter online. Content based on existing IP such as reboots of fan-favorite series, or titles based on popular movies and games, also resulted in tremendous social buzz. General excitement was high for Quibi’s innovative short-form content and its release strategy, and many expect the platform to sweep the Emmys in the short-form content categories.

I don’t know what a #Quibi is but I’m thrilled @Quibi Was skeptical at first but the I was reading about all the @Quibi shows and damn it’s bringing back the high class comedy of shows you're choosing would man I am excited? Hell Yes; hopefully quibi is going #Reno911 and wonderful weirdness of Lt. honestly work incredibly well with global soon so I can have it enjoy is as much as the Dangle and Deputy Weigel. your format. I am beyond pumped. ppl in the usa

The belief that HBO Max is a worthy opponent of Disney+ and will provide a more versatile offering was rampant online. Excitement and anticipation was widespread for all the planned DC Universe series, including Justice League Dark and Green Lantern. Warner Bros comic-based movies and Friends being made available inspired great enthusiasm.

@hbomax Nobody's interested in these Just @hbomax In Wan We Trust! can’t wait to get a subscription to HBO #ReleaseTheSnyderCut & gain millions of #ReleaseTheSnyderCut Can't wait for more Max ONLY because that will be the streaming followers in a second of Jason Momoa and Yahya! service friends is on

An appaeling aspect for the audience is Peacock’s library of classic shows. Excitement was high for key content including the Punky Brewster reboot, continuation of A.P. Bio, the racing documentary from Dale Earnhardt Jr., and animated series The Adventure Zone. Negative sentiment for the platform was driven by having to pay for yet another SVOD service as well as Peacock’s poor marketing strategy, with some consumers being unable to differentiate between the Peacock and Comcast streaming services.

@DaleJr @DirtyMoMedia @peacockTV This is such cool @TheZoneCast @peacockTV news. Learning NASCAR history is one of my favorite parts YESSSSSSSSSSSSSSSSSSSSSS OH MY GOD of the download. Will you make it available in Canada? YESSSSSSSSSSS I AM SO HYPED Most Engaging TV Series of 2019 United States

1 Game of Thrones 2 Stranger Things 3 The Witcher 4 You 5 Chernobyl 6 When They See Us 7 The Mandalorian 8 3% 9 Black Mirror 10 The Umbrella Academy United States: Most Searched TV Series for 2019 Between the build-up to season eight and its disappointing ending, there was much to research, dissect, and discuss for Game of Thrones fans. Online searches for Games of Thrones surpassed all other shows by a wide margin in 2019, and searches for the show spiked with each episode release. The premieres and finales of other series as well as special events like the Friends 25th anniversary drove increases in online search volume.

Index Search Volume – Year 2019

TOP 5 SEARCHED TITLES GOT GOT S8 Premiere S8 Finale Game of Thrones – 8M Stranger Things – 2.6M Stranger Things S3 Premiere Friends – 2.2 M American Idol – 2.0M Friends Vikings – 1.7M 25th Anniversary Idol Finale

Jan-19 Feb-19 Mar-19 Apr-19 May-19 Jun-19 Jul-19 Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 United States: New Hits of 2019 While veteran series like Game of Thrones and Stranger Things dominated overall social chatter, there were many new releases that carved out their own space on social media. These debut series were the most socially engaging in 2019, with each generating an appetite score of 99. United States: Highly Anticipated New Streaming Series Apple TV+ and Amazon Prime Video Based on Signal’s key metric of appetite score, Amazon Prime Video’s Lord of the Rings and The Wheel of Time are highly anticipated amongst the online audience. Four of the five titles below are adaptations of novels - Lord of the Rings, The Wheel of Time, Defending Jacob and Daisy Jones & The Six – and may have experienced high appetite scores due to previously existing IP. 01 02 03 04 05

Lord of the Rings The Wheel of Time Hunters Defending Jacob Daisy Jones & The Six Amazon Prime Video Amazon Prime Video Amazon Prime Video Apple TV+ Amazon Prime Video 2021 2021 Feb 2020 April 2020 2021 Appetite Score: 98 Appetite Score: 87 Appetite Score: 85 Appetite Score: 80 Appetite Score: 78 Cheer: Surprise Hit of 2020 Cheer, a docuseries following a competitive college cheer squad, has become a surprise mega hit for Netflix in 2020. Anticipation and awareness of the show was low in the lead-up to its launch but with expert social media campaigns, influencer partnerships, and viral videos, series popularity has soared since its premiere. (App Score: 33-89, +54 points) General public interest in the series has skyrocketed post-premiere, leading to an intense rise in online searches - or increased “cyber stalking.” • Strong Fandom. 25% of online conversation surrounding Cheer consists of fans discussing the show with their friends or recommending the show to others. • Talent. Members of the Cheer squad have been active on social media, driving interest to the show through Cheer promo content while also building their own personal brands.

Public interest skyrockets Cheer Premiere post-premiere Methodology

Discover the truth, find your Signal. YouGov Signal’s focus is on understanding digital and social reputation, and we operate by 3 guiding principles: Authenticity, Real-Time, and Accuracy. We automatically ingest, clean and display digital data in our easy-to-use platform while distilling trustworthy insights into overall surrounding engagement and opinion, and market efficacy of any entity's online presence. Signal provides the most holistic tool for understanding your company, products, and initiative performance and surrounding emotion through:

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We monitor the full range of digital We make sense of your own sector and Sentiment analysis that isn’t B.S. and social data across all social performance, and those of your clients and Manually-tagged emotional responses media, search and news platforms – partners, by contextualizing and ensure legitimate capture of audience monitoring 46+ metrics. benchmarking data against competitors. valence & sentiment. Methodology: Metrics

Appetite Score – Combined Index Sentiment: Positive/Negative/Neutral Insight Into: Popularity + Demand Insight Into: Public Feeling

Appetite Score is a scaled value between 0 (worst) and 100 The percentage of all daily sentiment regarding titles or (best) which averages and scales the most predictive publicly talent which was Positive, Negative, or Neutral. Each available social and digital data per title per day to indicate how segment is displayed individually. Sentiment can be further well a title is performing in terms of audience demand. filtered into Joy, Anticipation, Surprise, Anger/Disgust, and Sadness.

Indexed Search Volume – Index Torrent Downloads Insight Into: Public Interest Insight Into: Popularity + Demand & Public Interest

This is a relative value of daily online searches between The number of times a movie or TV show episode has been titles. Comparable within specific territories to other titles illegally downloaded, tracked daily. of the same type (Brand, Movie, etc.).

Wikipedia Volume – Volume Twitter Volume – Volume Insight Into: Public Curiosity Insight Into: Popularity + Demand & Public Interest The daily number of views a specific title’s Wikipedia page The total number of tweets where a title is mentioned. receives. Los Angeles

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