Global Digital Originals Demand Report - Q3 2017 PDF

DIGITAL ORIGINAL SERIES
Global Demand Report

3rd Quarter, 2017
Copyright © 2017 Parrot Analytics. All rights reserved.

Digital Original Series — Global Demand Report | Q3, 2017
Executive Summary
}} New Netflix titles Ozark, Marvel’s The Defenders, and Stranger Things. In its one year anniversary since its
Castlevania drove high demand across most markets. Netflix release, the sci-fi thriller appears within the top 5
Ozark made the top 25 in all but one market, and topped across every market.
the chart in the US and UK. Castlevania appeared
throughout all reported countries, and Marvel’s The }} Season 1 of Hulu’s The Handmaid’s Tale wrapped up in
Defenders ranked in 8/10. Q2, but lingering buzz along with big Emmy win’s drove
continued demand for the dystopian drama on every
}} Season 3 of Narcos was an international hit, making the top 25 chart—and it landed in the #1 spot in Canada
top 10 in each market. It was the top Q3 series for France, and Australia.
Germany and Singapore.
}} Star Trek: Discovery was released towards the tail end
}} Marketing efforts combined with the anticipation of Q3, but it’s already rivalling other huge digital original
surrounding October’s sophomore season has hits and penetrating 7/10 of the top 25 charts. It is
drummed up demand in all reported countries for slated to be a top contender across markets for Q4.
Top Digital Original Series in Q3 2017
Stranger Things Narcos
Argentina Germany
Brazil France
Sweden Singapore
Ozark The Handmaid's Tale
United States Australia

United Kingdom Canada

Contents
Introduction 4
Quarterly Events 5
Demand for Digital Original Series by Market 7
Methodology 28
About Parrot Analytics 29

Introduction
Demand as the new paradigm

In this eighth edition of Parrot Analytics’ Digital platforms, blogging and micro-blogging platforms,
Original Series Global Demand Report, the demand fan and critic rating platforms, peer-to-peer protocols
for 30 recent, popular or otherwise interesting and file sharing platforms. Parrot Analytics captures
digital original series in ten global markets is the expressions of demand from these sources
analysed. These digital original series are original and combines them, using the power of advanced
content produced by SVOD platforms around the artificial intelligence, into a single weighted measure
world, including the major services Netflix, Hulu, of demand called Demand Expressions. This
and Amazon, as well as smaller players such as standard demand metric enables Parrot Analytics
Crackle, YouTube Red and CBS All Access. As these to wield the industry’s most powerful metric linking
titles can play a key role in the success of these consumers and content across the globe.
platforms, but their viewership numbers are kept a
closely-guarded secret, the purpose of this report Using Demand Expressions, a vast array of analyses
is to provide the industry with global insights into become possible. Demand is country-specific,
the demand for these shows, backed by empirical meaning that the differences in demand for content
data for the first time. between markets can be empirically measured even
if that content has not yet been officially released
With the rapid proliferation of content distribution in that market. Demand is also platform-agnostic:
platforms and the unprecedented levels of consumer while performance metrics may be available for
fragmentation, existing measurement services in the certain titles on linear TV, Parrot Analytics’ Demand
industry are falling increasingly short around the Expressions metric reaches all content, from the
globe. popular broadcast programs to obscure cable titles,
to SVOD digital original series, on which very little
The solution to the industry’s difficulty in navigating data has been released. Knowing the demand for all
the cross-platform fragmentation is through this content allows for empirical content acquisition,
measuring global content demand. Demand for licensing and advertising decisions to be made, with
content is what drives consumption on all platforms a full picture of the state of content demand in any
– linear and OTT alike. Consumers express their given market. In an industry traditionally guided by
demand for content through multiple “demand intuition and gut feelings, gaining insights into the
expression platforms” including video streaming actual demand for content, no matter the platform
platforms, social media platforms, photo sharing or market, is a definite competitive advantage.

Quarterly Events
OTT news
The 69th Primetime Emmy Awards aired September 17th proved to be a historic night for digital originals.
Hulu’s The Handmaid’s Tale won big taking home the awards for best series (drama) and lead actress (drama)—
both first time wins for streaming services in these categories. Other wins included Netflix’s Master of None
and The Crown. Overall, Netflix and Hulu scored 32 Emmy’s upending the big three major networks (NBC,
ABC, CBS) which pulled in a total of 26. While Amazon was shut out for the 2017 awards, all three top streaming
providers received over 125 nominations.
In terms of Q3 new releases, Netflix premiered Ozark, opening to significant buzz and becoming a summer
streaming hit. Marvel’s The Defenders was Q3’s comic book premiere, providing a superhero team-up for
excited fans. Castlevania, an adult animated series based on a 1989 video game, also received favorable
reviews after its July release. Finally, the highly anticipated Season 3 of crime drama Narcos received critical
acclaim as well as global attention.
Amazon Video released period drama The Last Tycoon in July after the pilot aired in 2016. In September
however, Amazon cancelled the show reportedly due to the high production cost. The Tick was released in
August receiving favorable reviews—the remainder of the season is set to air in February 2018.
Star Trek: Discovery premiered on CBS All Access—the first series developed specifically for the service. The
series generated record subscriptions for All Access, driving its biggest month of signups.
Existing digital original series aired new episodes

during the quarter:
Home: Adventures with Tip & Oh Netflix Children August 11
Narcos Netflix Drama September 1
Last Chance U Netflix Documentary September 1
Bojack Horseman Netflix Animation September 8
One Mississippi Amazon Video Comedy-drama September 8
The Thick of It Hulu Comedy September 9
The Mindy Project Hulu Comedy September 12
Project Mc2 Netflix Children September 15
Transparent Amazon Video Comedy-drama September 21
Fuller House Netflix Comedy September 22
Real Rob Netflix Comedy September 29
Club de Cuervos Netflix Comedy-drama September 29

Quarterly Events
New digital original series released during the quarter:

The Standups Netflix Stand-up comedy July 04
Castlevania Netflix Animation July 07
Kantaro: The Sweet Tooth Salaryman Netflix Comedy July 08
Inside Edge Amazon Video Drama July 10
Buddy Thunderstruck: The Maybe Pile Netflix Children July 14
Friends From College Netflix Comedy July 14
Ozark Netflix Drama July 21
Niko and the Sword of Light Amazon Video Children July 21
The Worst Witch Netflix Children July 22
Daughters of Destiny Netflix Documentary July 28
The Last Tycoon Amazon Video Drama July 28
Wet Hot American Summer: 10 Years Later Netflix Comedy August 04
Comrade Detective Amazon Video Comedy August 04
Lost in Oz Amazon Video Children August 04
Fire Chasers Netflix Documentary August 08
Atypical Netflix Drama August 11
True and the Rainbow Kingdom Netflix Children August 11
Million Yen Women Netflix Drama August 15
Marvel's The Defenders Netflix Drama August 18
The Tick Amazon Video Comedy August 25
Disjointed Netflix Comedy August 26
Good Game YouTube Red Comedy August 30
Lego Elves: Secret of Elvendale Netflix Children September 01
FINAL FANTASY XIV Dad of Light Netflix Drama September 01
The Confession Tapes Netflix Documentary September 08
Hassel Viaplay Drama September 08
Greenhouse Academy Netflix Children September 08
American Vandal Netflix Mockumentary September 15
Strong Island Netflix Documentary September 15
Jack Whitehall: Travels with My Father Netflix Documentary September 22
Neo Yokio Netflix Animation September 22
Star Trek: Discovery CBS All Access Drama September 24
Big Mouth Netflix Comedy September 29
The Magic School Bus Rides Again Netflix Children September 29

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 July through September, 2017. A time series plot illustrating
interesting demand trends over the last three months accompanies an analysis of these
trends in each market.

Demand Over Time in the United States

July 1st – September 30th, 2017
New Netflix crime drama series Ozark drove the highest demand among US shows during Q3 at an average
of 15.6MM Demand Expressions, sustaining within the top 2 for most of Q3. Animated series based on the
80’s action adventure videogame of the same name, Castlevania, pulled in an average of 9.9MM Demand
Expressions for the quarter, securing it’s spot at #5. New Netflix comedy series, Friends From College, spiked
in the days post release though demand failed to uphold and the title ranked at #25 for the quarter.
Megahit Stranger Things, reached its one year anniversary in July and still generated enough demand to land at
#3 on the Q3 chart. On July 11th, the Netflix sci-fi series peaked at 45MM demand, driven by the announcement
of Season 2’s release date. A second peak occurred on July 22nd, aligning with the trailer release at Comic-Con.
Hulu’s breakout hit The Handmaid’s Tale moved up one spot to #2 in the US, for Q3 vs. Q2. Demand for the
dystopian drama decreased through the first half of September, until the day following the 69th Primetime
Emmy Awards. Demand for the show doubled the week post the Emmy’s vs. the week prior.
Appearing within the Top 100 titles in the US for Q3 was Harmonquest aligning with Season 2’s premiere on
September 15th. The part adult-animation part live-action show was previously released on the soon-to-be
defunct streaming service Seeso and is now available on VRV, the a la carte media service from Ellation, the
parent company of Crunchyroll.
Ozark The Handmaid’s Stranger Things Castlevania Friends From College

Tale
Jul 21 Jul 7 Jul 14
Released Released Released
50 M
DEMAND EXPRESSIONS®
25 M
0
July 2017 August September
Demand Expressions®: the total audience demand being expressed for a title, within a country, on any platform.

Top Digital Original Series in the United States

July 1st – September 30th, 2017 | Average Demand Expressions®
The top 25 most in-demand Digital Original Series in the United States:
1 Ozark Netflix Drama 15,629,504

2 The Handmaid's Tale Hulu Drama 12,436,467
3 Stranger Things Netflix Science Fiction 11,182,834
4 Orange Is The New Black Netflix Comedy-drama 10,093,861
5 Castlevania Netflix Animation 9,920,664
6 Narcos Netflix Drama 9,390,695
7 13 Reasons Why Netflix Drama 8,348,619
8 Marvel's The Defenders Netflix Action and Adventure 8,196,976
9 House Of Cards Netflix Drama 6,264,045
10 Star Trek: Discovery CBS All Access Action and Adventure 6,104,888
11 Marvel's Iron Fist Netflix Action and Adventure 5,104,140
12 GLOW Netflix Comedy 5,093,120
13 Daredevil Netflix Action and Adventure 4,708,096
14 The Man In The High Castle Amazon Video Drama 4,597,742
15 Fuller House Netflix Comedy 4,359,815
16 Escape The Night YouTube Red Drama 4,318,304
17 Sense8 Netflix Science Fiction 4,259,350
18 Marvel's Luke Cage Netflix Action and Adventure 4,104,244
19 Gypsy Netflix Drama 4,051,543
20 Bojack Horseman Netflix Animation 3,989,469
21 The Last Kingdom Netflix Drama 3,868,191
22 The Ranch Netflix Comedy 3,738,985
23 Community Yahoo! Comedy 3,683,553
24 Marvel's Jessica Jones Netflix Action and Adventure 3,470,609
25 Friends From College Netflix Comedy 3,452,329
A selection of 5 additional Digital Original Series of interest in the United States:
37 The Good Fight CBS All Access Drama 2,535,149

40 Rhett & Link's Buddy System YouTube Red Comedy 2,380,653
57 Big Brother: Over The Top CBS All Access Reality 1,731,464
59 Annoying Orange YouTube Red Comedy 1,675,070
76 Harmonquest VRV Comedy 1,192,956

Demand Over Time in Argentina

Argentina’s Q3 top 5 ranking was dominated by Netflix titles, although no newly released digital originals were
included. Instead, the top title by over a third of Demand Expressions was Stranger Things, one year post its
premiere. Argentina was also the only market that featured sci-fi anthology Black Mirror within its top 5. Season
3 was released in October 2016.
Spanish language series Las Chicas del Cable and Club de Cuervos ranked at #11 and #19 respectively. While
Spanish period drama Las Chicas del Cable—released in April 2017—lost steam over the course of the quarter,
the opposite was true for Club de Cuervos. The Mexican comedy drama’s Season 3 was released September
29th, and anticipation was building in the weeks prior. The highest peak for the show occurred on 9/7, aligning
with a marketing effort involving a former Mexican president playing a fictional version of himself supporting
the governmental candidacy of one of the show’s characters.
Rounding out the top 25 titles at #23 is Viaplay’s Veni Vidi Vici—a Swedish comedy series that premiered in
April 2017. It is the only series to make Argentina’s top 25 from an SVOD outside of Netflix, Hulu or Amazon.
Narcos Las Chicas Stranger Things Black Mirror Club de Cuervos

Sep 1
del Cable Sep 29
Released Released
50 M
25 M
0
10

Demand Over Time in Argentina

The top 25 most in-demand Digital Original Series in Argentina:

3 Black Mirror Netflix Drama 1,744,527
6 Orange Is The New Black Netflix Comedy-drama 963,817
7 Narcos Netflix Drama 925,791
8 The Last Kingdom Netflix Drama 707,682
9 Marvel's Iron Fist Netflix Action and Adventure 682,966
10 Castlevania Netflix Animation 583,569
11 Las Chicas Del Cable Netflix Drama 527,742
12 The OA Netflix Drama 509,216
13 The Killing Netflix Drama 500,668
14 Ozark Netflix Drama 478,749
15 The Handmaid's Tale Hulu Drama 471,035
16 The Crown Netflix Drama 411,173
17 GLOW Netflix Comedy 393,017
18 Daredevil Netflix Action and Adventure 389,516
19 Club De Cuervos Netflix Comedy 372,021
20 Marvel's Jessica Jones Netflix Action and Adventure 355,567
21 Transparent Amazon Video Comedy 351,553
22 Veni Vidi Vici Viaplay Comedy 343,300
23 Gilmore Girls Netflix Comedy 322,120
24 Chance Hulu Drama 314,033
25 Gypsy Netflix Drama 278,893
A selection of 5 additional Digital Original Series of interest in Argentina:
34 Community Yahoo! Comedy 202,499

45 Star Trek: Discovery CBS All Access Drama 115,664
50 The Good Fight CBS All Access Drama 108,461
67 Snatch Crackle Drama 63,198
75 StartUp Crackle Drama 49,657
11

Demand Over Time in Australia

The Handmaid’s Tale maintained strong demand expression levels consistently throughout Q3, making it the
country’s #1 digital original for the quarter. Coming out of the season finale’s release in June, the series started
with high demand in July that weaned mid to late August. Following three major Emmy wins, the Hulu series
spiked the day post the award’s show in September.
The six next-most popular series in Australia are all Netflix titles, including newly released series Ozark (released
July 21) and Marvel’s The Defenders (released August 18th). While demand endured for the former driving it
to be the top title from late July through mid-August, the latter didn’t sustain demand beyond the week of
its release. Fellow Netflix series Narcos showed building anticipation ahead of the September 1st release for
Season 3, priming it to be the top digital original for the first half of September.
Amazon Video’s The Grand Tour dropped three spots to #8 this quarter. With the final episode of the series
released in February 2017, the motoring hit’s popularity continued to decline in Q3.
Ozark The Handmaid’s Narcos Marvel’s The Grand Tour

Tale The Defenders
Jul 21 Sep 1
Aug 18
Released Released
Released
4M
2M
0
12

Top Digital Original Series in Australia

The top 25 most in-demand Digital Original Series in Australia:

3 Orange Is The New Black Netflix Comedy-drama 876,793
4 Stranger Things Netflix Science Fiction 866,570
6 13 Reasons Why Netflix Drama 691,181
7 Marvel's The Defenders Netflix Action and Adventure 594,871
8 The Grand Tour Amazon Video Reality 491,585
9 House Of Cards Netflix Drama 488,105
12 Star Trek: Discovery CBS All Access Action and Adventure 348,109
13 Escape The Night YouTube Red Drama 347,976
17 The Man In The High Castle Amazon Video Drama 325,873
18 Bojack Horseman Netflix Animation 321,778
22 Sense8 Netflix Science Fiction 273,856
23 Bloodline Netflix Drama 266,811
25 Atypical Netflix Comedy 254,243
A selection of 5 additional Digital Original Series of interest in Australia:

74 Rhett & Link's Buddy System YouTube Red Comedy 83,091
78 Wolf Creek Stan Horror 73,805
89 Big Brother: Over The Top CBS All Access Reality 58,208
13

Demand Over Time in Brazil

Among Brazil’s top five ranked shows, Narcos—rounding out the ranking at #5—was the only title with a newly
released season (Season 3, September 1st). All other series had been released months prior. That includes sci-fi
anthology Sense8 which had been released in May and its cancellation announced soon after, the first week
of June. The remnants of fans’ outcry from Netflix’s cancellation plans carried on from Q2 to Q3, sustaining the
title’s top ranking for another quarter. Netflix has since announced a series finale will air In 2018.
Season 4 of adult animated comedy Bojack Horseman was released September 8th, driving the title up to #10
in Brazil after ranking at #24 last quarter. Brazilian dystopian thriller 3% dipped a couple of spots from #11
in Q2 to #13 in Q3 , but it still drove one of the highest peaks in demand for the quarter (11.5MM Demand
Expressions on 7/17). The sharp increase aligns with the announcement of new actors joining the cast of the
local hit. The series is slated to launch globally in 2018.
New to Brazil’s top 25 is Ever After High, the companion series to the Mattel franchise of fashion dolls, ranking
at #19.
Narcos Sense8 3% Ever After High Bojack Horseman

Sep 1 Sep 8
Released Released
14 M
7M
0
14

Top Digital Original Series in Brazil

The top 25 most in-demand Digital Original Series in Brazil:

9 Gilmore Girls Netflix Comedy 1,798,639
10 Bojack Horseman Netflix Animation 1,448,878
11 The Crown Netflix Drama 1,444,822
13 3% Netflix Drama 1,360,375
15 The OA Netflix Drama 1,110,973
16 Marvel's Luke Cage Netflix Action and Adventure 1,096,509
17 The Ranch Netflix Comedy 1,040,474
19 Ever After High Netflix Children 922,424
22 Fuller House Netflix Comedy 816,137
25 Dear White People Netflix Comedy 653,850
A selection of 5 additional Digital Original Series of interest in Brazil:

63 Annoying Orange YouTube Red Comedy 188,074
88 Bad Internet YouTube Red Comedy 105,616
114 Mind Field YouTube Red Reality 44,934
15

Demand Over Time in Canada

Canada’s most popular title in Q3 was The Handmaid’s Tale, generating an average of 1.52MM Demand
Expressions. The Hulu dystopian drama was closely followed by Netflix’s Orange is the New Black, (1.51MM
Demand Expressions) which was released in June and sustained enough demand to earn the #2 spot in Q3.
Newly released crime drama Ozark peaked a few days after its release on July 21st and was the most in-demand
series through mid-August—third in Canada overall.
Anticipation for Narcos’ Season 3 September 1st release was building since July. The most notable peaks
occurred on 7/14 and 8/3 aligning with first the release of the premiere date plus a teaser trailer, and then the
full trailer respectively.
Canada’s top 100 titles featured two shows released via the soon to be defunct platform Seeso—now available
on VRV: Harmonquest, Season 2 released September 15th and My Brother, My Brother and Me, released in
February.
Ozark The Handmaid’s Narcos Sense8 Orange is

Tale the New Black
Jul 21 Sep 1
Released Released
5M
2.5 M
0
16

Top Digital Original Series in Canada

The top 25 most in-demand Digital Original Series in Canada:

10 Sense8 Netflix Science Fiction 608,099
16 Trailer Park Boys Netflix Comedy 439,173
20 Marvel's Luke Cage Netflix Action and Adventure 394,794
21 The Ranch Netflix Comedy 364,077
A selection of 5 additional Digital Original Series of interest in Canada:
39 Escape The Night YouTube Red Horror 240,705

87 Harmonquest Seeso Comedy 89,798
89 My Brother, My Brother And Me Seeso Comedy 84,085
17

Demand Over Time in Germany

Narcos had by far the highest demand in Germany in Q3—35% higher than the second top series Stranger
Things. Fellow Netflix hit, House of Cards, ranked highest in Germany among all markets reviewed in this report,
nabbing the #3 top spot. The political thriller managed to sustain demand even though the most recent release
wasn’t since Season 5 on May 30th.
Making a strong debut into the top 25 in Germany was Star Trek: Discovery, accessible via the CBS All Access
platform beginning September 24th. The prequel to the original Star Trek drove the highest peak at 19.7MM
Demand Expressions two days post release, only to surpass that number three days later reaching 20.1MM
Demand Expressions. Based on this glimpse of demand, the series, which will be released weekly, is set to be
one of the most in-demand in Germany for Q4.
The Good Fight, the sequel to CBS hit The Good Wife and also available via CBS All Access, was previously #28
in Q2 but dropped to #49 in Q3. The dip in demand was likely since the finale was released in April and fans are
already caught up on the series. Continued heightened interest in the Star Trek: Discovery series may spark
renewed interest in The Good Fight along with demand of other titles available in the CBS All Access catalogue
for the upcoming quarter. Finally, with just over half a million Demand Expressions, Amazon’s German original
series You are Wanted missed out on being featured in the top 25 in Q3.
Narcos Stranger Things House of Cards Orange is Star Trek: Discovery

the New Black
Sep 1 Sep 24
Released Released
20 M
10 M
0
18

Top Digital Original Series in Germany

The top 25 most in-demand Digital Original Series in Germany:

7 Annoying Orange YouTube Animation 1,646,664
9 Gilmore Girls Netflix Comedy 1,370,482
10 The Grand Tour Amazon Video Reality 1,302,208
A selection of 5 additional Digital Original Series of interest in Germany:

68 My Brother, My Brother And Me Seeso Comedy 207,536
19

Demand Over Time in France

Season 3’s September 1st release of highly anticipated crime drama series, Narcos, drove it to be the most in-
demand title in France for Q3. In the week post release, on average it generated 66% more demand than the
average of the remaining top 4 shows. Orange is the New Black, still maintaining its popularity after its June
release of the show’s 4th season, began to decline for the second half of the quarter—a 19% dip from the first
half of Q3. Similarly Sense8, dipped at nearly the same rate (20%) over the same time period.
In contrast, Stranger Things and 13 Reasons Why show no signs of letting up demand in France. The latter’s
demand has remained relatively flat even though the drama mystery was released in Q1. The former’s demand
has increased by 24% in the second half of the quarter, assisted by fan anticipation and marketing drumming
up the October release of season 2.
Crackle series Snatch jumped from the #41 spot in Q2 to #26. The British/American film turned show released
in March more than doubled it’s demand quarter over quarter.
Narcos Stranger Things Sense8 Orange is 13 Reasons Why

the New Black
Sep 1
Released
12 M
6M
0
20

Top Digital Original Series in France

The top 25 most in-demand Digital Original Series in France:

9 Daredevil Netflix Action and Adventure 1,245,978
19 The OA Netflix Drama 423,645
20 Marco Polo Netflix Drama 353,016
23 Annoying Orange YouTube Red Animation 330,361
A selection of 5 additional Digital Original Series of interest in France:

21

Demand Over Time in the United Kingdom

In the United Kingdom for Q3, Netflix newcomer Ozark generated the highest demand. In the week post its
release, the crime drama drove 68% more demand than runner-up title The Handmaid’s Tale, dominating the
#1 spot through mid-August.
Narcos, was the top title for the first half of September after the third season was released at the beginning of
the month. The peak of anticipation was on 8/3 aligning with the release of the full trailer. At 49.4MM Demand
Expressions, demand on that day reached over half of the demand of the post release peak (83.8MM Demand
Expressions on 9/3) illustrating impactful marketing efforts.
The Grand Tour ranked #5 in the UK in Q3, dropping from the #2 spot in Q2. The dip is expected as Season 1’s
finale, the show’s most recent episode, was released back in February. Popularity continued to decrease over
the course of the quarter—demand weaned by 25% in the second half vs. the first half of Q3.
Community, accessible via Yahoo! Screen, was the #28th most in-demand digital original even though the
show hasn’t had new episodes since June 2015, for the show’s sixth and final season. The series has had time
to build a fan base, since the first five seasons aired on NBC.
Ozark The Handmaid’s Stranger Things Narcos The Grand Tour

Tale
Jul 21 Sep 1
Released Released
12 M
6M
0
22

Top Digital Original Series in the United Kingdom

The top 25 most in-demand Digital Original Series in the United Kingdom:

3 Stranger Things Netflix Drama 2,611,751
5 The Grand Tour Amazon Video Reality 2,236,435
6 Orange Is The New Black Netflix Comedy 1,921,820
14 The Crown Netflix Drama 1,160,866
19 Sense8 Netflix Drama 916,736
23 Escape The Night YouTube Red Drama 790,092
24 Friends From College Netflix Comedy 714,904
25 Atypical Netflix Comedy 610,417
A selection of 5 additional Digital Original Series of interest in the United Kingdom:

23

Demand Over Time in Sweden

Overall, crime drama Narcos drove the second highest demand in Sweden for Q3. Anticipation for the title,
released September 1st, were seen via peaks in July and August. The highest point of demand in August was
on 8/3 where demand for the new Season reached 81% of the post release peak.
Brand new Netflix series based on the 80’s video game Castlevania peaked quickly 5 days post release. Within
30 days, demand plummeted by 55% illustrating a rapid dip in popularity. Decreasing at a significantly slower
rate was fellow Netflix title Gilmore Girls, which was most recently released in November 2016. Comparatively,
the cult classic has only decreased 18% from the first half of Q3 vs. the second half, remaining above Castlevania
for most of September.
Amazon Video’s The Grand Tour, #4 overall, declined by 31% in the second half of Q3 vs. the first. The last
episode aired February 2017, so demand is weaning as more viewers are catching up.
In contrast to the dips in demand, The Last Kingdom increased by 28% even though the last episode was
released in May 2017. The increased interest in September aligns with articles surrounding rumours of an
upcoming third season in 2018. Another series that holds strong is ViaPlay’s Swedish Dicks: Released a year
ago in September 2016, the comedy ranked #21 for Q3.
Narcos Gilmore Girls The Last Castlevania The Grand Tour

Kingdom
Sep 1 Jul 7
Released Released
1.4 M
0.7 M
0
24

Top Digital Original Series in Sweden

The top 25 most in-demand Digital Original Series in Sweden:
1 Stranger Things Netflix Science Fiction 450,602

3 Orange Is The New Black Netflix Comedy 330,235
8 Black Mirror Netflix Drama 121,733
13 Making A Murderer Netflix Documentary 92,976
15 Annoying Orange YouTube Animation 80,855
18 Trailer Park Boys Netflix Comedy 77,481
21 Swedish Dicks Viaplay Comedy 73,680
A selection of 5 additional Digital Original Series of interest in Sweden:

43 Veni Vidi Vici Viaplay Comedy 25,562
47 Mind Field YouTube Red Reality 22,324
25

Demand Over Time in Singapore

Among all markets included in this report, GLOW ranked highest in Singapore at #5. The Netflix comedy series,
released June 23rd, decreased in demand 39% from the first half of the Q3 vs. the second half. Similarly, Amazon
Video’s The Grand Tour decreased by 19% over the same time period, since the last episode aired in February.
New series Marvel’s The Defenders was released August 16th and drove an immediate peak in interest—even
slightly higher than Narcos’ post release peak (+8%). Demand weaned quicker for the comic book title, dropping
66% after the first week. By comparison, Narcos dipped 40%.
Another comic book turned TV series Marvel’s Iron Fist remained stable in Q3. The series was released all at
once on Netflix in March 2017 and was renewed for a second series in July. A combination of anticipation for
Defenders plus the renewal announcement in July could have worked to maintain popularity for the title half
a year after its release.
Narcos GLOW Marvel’s Iron Fist Marvel’s The Grand Tour

The Defenders
Sep 1
Aug 18
Released
Released
4M
2M
0
26

Top Digital Original Series in Singapore

The top 25 most in-demand Digital Original Series in Singapore:

3 Stranger Things Netflix Drama 182,369
9 Orange Is The New Black Netflix Comedy 110,762
14 Black Mirror Netflix Drama 67,907
18 Sense8 Netflix Drama 51,381
21 Unbreakable Kimmy Schmidt Netflix Comedy 42,883
23 Wet Hot American Summer: First Day Of Camp Netflix Comedy 39,351
25 Lemony Snicket's A Series Of Unfortunate Events Netflix Drama 34,930
A selection of 5 additional Digital Original Series of interest in Singapore:

31 Annoying Orange YouTube Comedy 29,096
27

Methodology
File Sharing /
P2P Platforms
Global Content Demand Blogging Photo Sharing

Sites Sites
Parrot Analytics is a technology and data science

company that measures global demand for television
content. Social
Video
Streaming
Media Sites
Consumers express their demand for content through

various “demand expression platforms” including:
Fan & Critic Microblogging
}} Video Streaming Platforms Rating Sites Sites
}} Social Media Platforms

}} Photo Sharing Platforms Wikis &
Informational
}} Blogging & Microblogging Platforms Sites
}} Fan & Critic Rating Platforms

}} Wikis & Informational Sites
}} Peer-to-Peer Protocols Global Demand Measurement
}} File-Sharing Platforms
To solve the industry’s measurement challenge with
the rapid proliferation of content distribution platforms
and unprecedented levels of consumer fragmentation,
Industry-first: DemandRank TM Parrot Analytics has developed the world’s first and
only cross-platform, country-specific and real-time
Parrot Analytics captures cross-platform audience content Demand Measurement System, powered by
demand for content around the world. Audience Demand Expressions®.
demand reflects the desire, engagement and
viewership, weighted by importance: a stream or a
download is a higher expression of demand than a Demand Expressions®
passive impression or a comment.
The industry’s de facto measure of global content
demand. This metric measures the total audience
demand being expressed for a title, within a market.
Characteristics of Demand Expressions®:
}} They measure actual, expressed demand. Parrot

Analytics does not use panel data.
}} They encompass demand expressed by audiences from

a multitude of sources, weighted by importance.
}} There is no ceiling to how many Demand Expressions®

a title can generate in a market.
28

About Parrot Analytics
Parrot Analytics is a data science company that empowers media & entertainment companies,
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Global Digital Originals Demand Report - Q3 2017 PDF

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DIGITAL ORIGINAL SERIES

Global Demand Report

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Top Digital Original Series in Q3 2017

Stranger Things Narcos

Ozark The Handmaid's Tale

United States Australia

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Demand for Digital Original Series by Market 7

About Parrot Analytics 29

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Demand as the new paradigm

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Existing digital original series aired new episodes

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New digital original series released during the quarter:

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Demand for Digital Original Series by Market

Copyright © 2017 Parrot Analytics. All rights reserved.

Demand Over Time in the United States

Ozark The Handmaid’s Stranger Things Castlevania Friends From College

Copyright © 2017 Parrot Analytics. All rights reserved.

Top Digital Original Series in the United States

1 Ozark Netflix Drama 15,629,504

A selection of 5 additional Digital Original Series of interest in the United States:

37 The Good Fight CBS All Access Drama 2,535,149

Copyright © 2017 Parrot Analytics. All rights reserved.

Demand Over Time in Argentina

Narcos Las Chicas Stranger Things Black Mirror Club de Cuervos

Copyright © 2017 Parrot Analytics. All rights reserved.

Demand Over Time in Argentina

The top 25 most in-demand Digital Original Series in Argentina:

1 Stranger Things Netflix Science Fiction 2,575,231

A selection of 5 additional Digital Original Series of interest in Argentina:

34 Community Yahoo! Comedy 202,499

Copyright © 2017 Parrot Analytics. All rights reserved.

Demand Over Time in Australia

Ozark The Handmaid’s Narcos Marvel’s The Grand Tour

Copyright © 2017 Parrot Analytics. All rights reserved.

Top Digital Original Series in Australia

The top 25 most in-demand Digital Original Series in Australia:

1 The Handmaid's Tale Hulu Drama 1,159,854

A selection of 5 additional Digital Original Series of interest in Australia:

29 Community Yahoo! Comedy 241,066

Copyright © 2017 Parrot Analytics. All rights reserved.

Demand Over Time in Brazil

Narcos Sense8 3% Ever After High Bojack Horseman

Copyright © 2017 Parrot Analytics. All rights reserved.

Top Digital Original Series in Brazil

The top 25 most in-demand Digital Original Series in Brazil:

1 Stranger Things Netflix Science Fiction 8,964,219

A selection of 5 additional Digital Original Series of interest in Brazil:

59 Snatch Crackle Drama 234,835

Copyright © 2017 Parrot Analytics. All rights reserved.

Demand Over Time in Canada

Ozark The Handmaid’s Narcos Sense8 Orange is

Copyright © 2017 Parrot Analytics. All rights reserved.

Top Digital Original Series in Canada

The top 25 most in-demand Digital Original Series in Canada:

1 The Handmaid's Tale Hulu Drama 1,523,566

A selection of 5 additional Digital Original Series of interest in Canada:

39 Escape The Night YouTube Red Horror 240,705

Copyright © 2017 Parrot Analytics. All rights reserved.