DIGITAL ORIGINAL SERIES

Transcription

1 DIGITAL ORIGINAL SERIES Global Demand Report 2nd Quarter, 2017

2 Digital Original Series 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 }} 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 Q Reasons Why Black Mirror United States United Kingdom Singapore Germany Canada Australia France Mexico Brazil Turkey 2

3 Contents Introduction 4 Quarterly Events 5 Demand Trends for Digital Original Series by Market 7 Methodology 28 About Parrot Analytics 29 3

4 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. 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 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 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. 4

5 Quarterly Events OTT news Immediately before the quarter on March 31 st, 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 26 th. 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 9 th. During the quarter, Netflix also announced some high-profile cancellations: The Get Down (cancelled on May 24 th ) and Sense8 (cancelled on Jun 1 st ). Due to an outcry by fans, Netflix partially reversed the cancellation of Sense8 on June 29 th 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

6 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

7 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, A time series plot illustrating interesting demand trends over the last three months accompanies an analysis of these trends in each market. 7

8 Demand Over Time in the United States April 1 st June 30 th, 2017 Released on March 31 st, 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 drama Orange Is The New Black. Arriving on April 26 th 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 drama Sense8 came after its surprise cancellation on June 1 st. The outcry from fans over this generated 39% more demand than the show s Season 2 release on May 5 th ; the announcement of a two-hour special on June 29 th also generated significant demand. 13 Reasons Why Skam Orange Is The New Black Sense8 The Handmaid s Tale Apr 14 Weekly episodes commenced Jun 9 Season 5 released 1 May 5 2 Jun 1 1 Season 2 released 2 Cancelled Apr 26 3 initial episodes released DEMAND EXPRESSIONS 80 M 60 M 40 M 20 Million April 2017 May June 8

9 Top Digital Original Series in the United States April 1 st June 30 th, 2017 Average Demand Expressions The top 25 most in-demand Digital Original Series in the United States: 13 Reasons Why Netflix Drama 31,515,564 Orange Is The New Black Netflix Comedy-drama 17,009,736 The Handmaid's Tale Hulu Drama 14,949,414 House Of Cards Netflix Drama 9,261,759 Marvel's Iron Fist Netflix Drama 8,678,799 Sense8 Netflix Science Fiction 7,401,222 Marvel's Luke Cage Netflix Drama 5,303,703 The Keepers Netflix Documentary 4,818,259 Stranger Things Netflix Science Fiction 4,744,995 The Grand Tour Amazon Video Reality 4,649,676 The Man In The High Castle Amazon Video Drama 4,413,528 Master Of None Netflix Comedy 4,239,166 Bloodline Netflix Drama 3,953,654 The Good Fight CBS All Access Drama 3,946,503 Daredevil Netflix Drama 3,885,196 The Path Hulu Drama 3,722,888 Fuller House Netflix Comedy 3,523,439 Narcos Netflix Drama 3,425,028 The Ranch Netflix Comedy 3,335,649 Dear White People Netflix Drama 3,333,654 Harlots Hulu Drama 3,279,091 Unbreakable Kimmy Schmidt Netflix Comedy 3,263,744 Skam NRK TV Drama 3,130,160 The Get Down Netflix Drama 3,142,171 Grace And Frankie Netflix Comedy 2,797,722 A selection of 5 additional Digital Original Series of interest in the United States: Rhett & Link's Buddy System YouTube Red Comedy 2,222,737 Escape The Night YouTube Red Horror 1,378,975 Snatch Crackle Drama 1,105,394 Mind Field YouTube Red Reality 875,153 Supermansion Crackle Animation 795,611 9

10 Demand Over Time in the United Kingdom April 1 st June 30 th, 2017 The domination of this market by the Amazon show The Grand Tour is over for now; it is now second overall behind 13 Reasons Why. However, The Grand Tour is still very popular in the UK and places higher here than it does in any of the other markets. The superhero Netflix titles Marvel s Luke Cage and Marvel s Iron Fist remain popular worldwide. Last quarter, the demand for Luke Cage (released in Sept 2016) was boosted by the March 17 th release of Iron Fist, while this quarter both shows were boosted in early May by marketing for Marvel s The Defenders, a miniseries featuring both characters. Iron Fist gained 15% more demand during this time, while Luke Cage gained 19%. Amazon s The Man In High Castle and Netflix s The Crown both performed very similarly in the UK, both series were released near the end of 2016 and had only 4% difference in average demand between them this quarter. The affinity of British audiences for the subject matter of The Crown should be expected, but it appears that there is demand here for alternate-history dramas too. The UK also has preference for content from the smaller streaming platforms; it has the highest ranking of all ten markets for Crackle s Snatch and YouTube Red s Rhett & Link's Buddy System. The Grand Tour The Crown The Man In The High Castle Iron Fist Luke Cage DEMAND EXPRESSIONS 8 M 6 M 4 M 2 Million 0 April 2017 May June 10

11 Top Digital Original Series in the United Kingdom April 1 st June 30 th, 2017 Average Demand Expressions The top 25 most in-demand Digital Original Series in the United Kingdom: 13 Reasons Why Netflix Drama 5,861,535 The Grand Tour Amazon Video Reality 3,348,572 The Handmaid's Tale Hulu Drama 3,142,102 Orange Is The New Black Netflix Comedy-drama 2,924,055 Marvel's Iron Fist Netflix Drama 2,545,121 House Of Cards Netflix Drama 2,028,621 Sense8 Netflix Science Fiction 1,645,423 The Keepers Netflix Documentary 1,346,498 The Man In The High Castle Amazon Video Drama 1,207,568 The Crown Netflix Drama 1,158,399 Stranger Things Netflix Science Fiction 1,156,923 Marvel's Luke Cage Netflix Drama 985,067 The Good Fight CBS All Access Drama 983,306 Narcos Netflix Drama 885,113 Skam NRK TV Drama 858,330 Harlots Hulu Drama 837,206 Bloodline Netflix Drama 790,702 Daredevil Netflix Drama 785,048 Master Of None Netflix Comedy 748,579 The Get Down Netflix Drama 725,586 Dear White People Netflix Drama 702,598 Unbreakable Kimmy Schmidt Netflix Comedy 644,150 The OA Netflix Drama 632,623 Bosch Amazon Video Drama 512,527 Gilmore Girls Netflix Comedy-drama 495,256 A selection of 5 additional Digital Original Series of interest in the United Kingdom: Snatch Crackle Drama 458,850 Rhett & Link's Buddy System Youtube Red Comedy 423,106 Escape The Night Youtube Red Horror 300,664 StartUp Crackle Drama 151,938 Supermansion Crackle Animation 147,532 11

12 Demand Over Time in Australia April 1 st June 30 th, 2017 The second of the two high-profile Netflix cancellations this quarter did well in this market. Despite the fact that The Get Down released new episodes on April 7 th, it only made the top 25 in 7 of the 10 markets. The news Netflix would not make a Season 2 had 96% of the episode release demand. Australia also displayed an appetite for True Crime, as Netflix documentary The Keepers was 8 th this quarter, a position it also had in the US and the UK. Demand for this series declined slowly even after it s May 19 th release, keeping the show high on the overall Q2 chart. Hulu series Harlots was also highly placed in this market. This show released episodes weekly from March 29 th until mid May, after which demand tapered off. Netflix drama series House Of Cards released Season 5 on May 30 th while Netflix comedy Unbreakable Kimmy Schmidt released on May 19 th. Both shows had a drop in demand afterwards, stabilizing at a baseline level. This behaviour is typical for shows that release all at once. Also of note in this market is the appearance in the top 50 of Wolf Creek, a horror digital original from local Australian SVOD platform Stan. House Of Cards May 30 Season 5 released Harlots May 19 Weekly episodes end The Keepers May 19 Season 1 released The Get Down 1 Apr 7 2 May 24 1 Season 1 part 2 released 2 Cancelled Unbreakable Kimmy Schmidt May 19 Season 3 released DEMAND EXPRESSIONS 3 M 2 M 1 Million 1 0 April 2017 May 2 June 12

13 Top Digital Original Series in Australia April 1 st June 30 th, 2017 Average Demand Expressions The top 25 most in-demand Digital Original Series in Australia: 13 Reasons Why Netflix Drama 2,581,385 Orange Is The New Black Netflix Comedy-drama 1,299,463 The Handmaid's Tale Hulu Drama 923,077 House Of Cards Netflix Drama 806,382 The Grand Tour Amazon Video Reality 723,861 Marvel's Iron Fist Netflix Drama 608,464 Sense8 Netflix Science Fiction 484,322 The Keepers Netflix Documentary 371,373 Stranger Things Netflix Science Fiction 345,493 Bloodline Netflix Drama 337,963 The Crown Netflix Drama 317,582 Master Of None Netflix Comedy 301,369 Gilmore Girls Netflix Comedy-drama 294,860 The Get Down Netflix Drama 287,488 The Man In The High Castle Amazon Video Drama 282,597 Marvel's Luke Cage Netflix Drama 273,414 Unbreakable Kimmy Schmidt Netflix Comedy 265,177 Narcos Netflix Drama 258,584 Dear White People Netflix Drama 237,162 Daredevil Netflix Drama 235,912 Skam NRK TV Drama 234,194 The Ranch Netflix Comedy 232,860 Harlots Hulu Drama 231,757 The Good Fight CBS All Access Drama 219,738 Grace And Frankie Netflix Comedy 216,745 A selection of 5 additional Digital Original Series of interest in Australia: Snatch Crackle Drama 115,230 Rhett & Link's Buddy System Youtube Red Comedy 82,760 Escape The Night Youtube Red Horror 79,569 Wolf Creek Stan Horror 67,881 Supermansion Crackle Animation 43,488 13

14 Demand Over Time in France April 1 st June 30 th, 2017 Despite high anticipation for Orange Is The New Black making it the most in-demand show in this market last quarter, even the new Season 5 release this quarter couldn t stop 13 Reasons Why from being the top ranking show in France. However, after the S5 release on June 9 th, Orange Is The New Black became the most popular digital original series for the remainder of June. NRK TV s teen drama Skam has a lot of demand here; ranked 10 th it achieved the 2 nd highest placement out of all markets. Spikes in demand corresponding to episodes releasing on a weekly schedule over the quarter can be easily seen. Netflix s The OA, which last quarter did not do as well in France as it did in other markets reverses that position this quarter as it is now more popular here than in other markets, indicating the show took a while to find its audience in this market. The French Netflix series Marseille also reappears from last quarter, boosted by demand spikes likely corresponding to news related to the filming of Season 2. Cancelled Netflix show Sense8 did especially well in France, ranked third in-demand this quarter. As in other markets, the news of the cancellation on June 1 st generated more demand than the Season 2 release, 25% more in this case. The Australian series Wolf Creek by Stan also appears in the French top 50, illustrating how digital originals from any country can find worldwide audiences. Marseille Skam Orange Is The New Black Sense8 The OA Apr 14 Weekly episodes commenced Jun 9 Season 5 released 1 May 5 2 Jun 1 1 Season 2 released 2 Cancelled DEMAND EXPRESSIONS 15 M 10 M 2 5 Million 1 0 April 2017 May June 14

15 Top Digital Original Series in France April 1 st June 30 th, 2017 Average Demand Expressions The top 25 most in-demand Digital Original Series in France: 13 Reasons Why Netflix Drama 6,043,162 Orange Is The New Black Netflix Comedy-drama 5,984,692 Sense8 Netflix Science Fiction 2,955,953 Narcos Netflix Drama 2,344,381 House Of Cards Netflix Drama 1,741,611 Stranger Things Netflix Science Fiction 1,717,521 Black Mirror Netflix Science Fiction 1,521,323 Marvel's Iron Fist Netflix Drama 1,297,474 Daredevil Netflix Drama 795,403 Skam NRK TV Drama 751,402 Marvel's Luke Cage Netflix Drama 681,457 The Crown Netflix Drama 645,896 The Get Down Netflix Drama 550,327 The OA Netflix Drama 512,485 The Man In The High Castle Amazon Video Drama 451,002 The Grand Tour Amazon Video Reality 406,242 Bloodline Netflix Drama 394,520 Snatch Crackle Drama 361,700 Dear White People Netflix Drama 354,916 The Handmaid's Tale Hulu Drama 294,709 Master Of None Netflix Comedy 291,426 Marseille Netflix Drama 276,221 Gilmore Girls Netflix Comedy-drama 272,872 Chance Hulu Drama 259,932 Unbreakable Kimmy Schmidt Netflix Comedy 253,493 A selection of 5 additional Digital Original Series of interest in France: Wolf Creek Stan Horror 61,022 Rhett & Link's Buddy System YouTube Red Comedy 54,738 StartUp Crackle Drama 41,041 Mind Field YouTube Red Reality 39,992 Chosen Crackle Drama 31,548 15

16 Demand Over Time in Germany April 1 st June 30 th, 2017 Last quarter s top show in this market, Amazon s The Grand Tour fell to fourth this quarter. However, the show did experience a massive surge in demand after presenter Richard Hammond crashed while filming the next series on June 10 th. Amazon s Bosch is one of the shows that performed best in the German market; it ranked 13 th here but only appeared in the top 25 of two other markets. The show was released on April 21 st which caused demand to jump by 528%. Similarly, Amazon drama Hand Of God released its final season towards the end of last quarter on March 10 th but only made it into the German top 25 this quarter. Netflix s Gilmore Girls in 6 th place is the show s highest placement in all the markets this quarter even though there were no new episodes, however the show was renewed on April 9 th. Although the last new episodes were released in 2016, Netflix s sci-fi show Black Mirror remains popular in anticipation of the new season coming in late 2017, dropping only two places from last quarter. Black Mirror Bosch The Grand Tour Hand Of God Gilmore Girls Apr 21 Season 3 released Apr 9 Show renewed DEMAND EXPRESSIONS 12 M 8 M 4 Million 0 April 2017 May June 16

17 Top Digital Original Series in Germany April 1 st June 30 th, 2017 Average Demand Expressions The top 25 most in-demand Digital Original Series in Germany: 13 Reasons Why Netflix Drama 5,836,573 House Of Cards Netflix Drama 3,338,631 Orange Is The New Black Netflix Comedy-drama 2,966,815 The Grand Tour Amazon Video Reality 2,150,452 Marvel's Iron Fist Netflix Drama 1,473,736 Gilmore Girls Netflix Comedy-drama 1,473,247 Sense8 Netflix Science Fiction 1,407,033 Black Mirror Netflix Science Fiction 1,396,252 The Man In The High Castle Amazon Video Drama 1,260,581 Narcos Netflix Drama 1,199,553 Stranger Things Netflix Science Fiction 1,129,887 Marvel's Luke Cage Netflix Drama 821,627 Daredevil Netflix Drama 812,713 Skam NRK TV Drama 809,833 Bosch Amazon Video Drama 700,750 The Handmaid's Tale Hulu Drama 595,041 The OA Netflix Drama 562,807 The Path Hulu Drama 530,758 Fuller House Netflix Comedy 527,237 Bloodline Netflix Drama 510,039 Unbreakable Kimmy Schmidt Netflix Comedy 477,642 The Crown Netflix Drama 471,459 Dear White People Netflix Drama 433,667 Master Of None Netflix Comedy 408,292 Hand Of God Amazon Video Drama 406,567 A selection of 5 additional Digital Original Series of interest in Germany: The Good Fight CBS All Access Drama 383,463 Snatch Crackle Drama 245,141 Rhett & Link's Buddy System Youtube Red Comedy 134,777 StartUp Crackle Drama 132,403 My Brother, My Brother And Me Seeso Comedy 99,449 17

18 Demand Over Time in Canada April 1 st June 30 th, 2017 Netflix s 13 Reasons Why was the most in-demand show in Canada this quarter. The announcement that the show was renewed on May 7 th resulted in a 43% demand boost compared to the day before. The same pattern can be seen for the comedy Unbreakable Kimmy Schmidt. That show released Season 3 on May 19 th which resulted in a 267% day-on-day jump in demand. When the show s renewal was announced on June 13 th, there was a smaller 149% jump. Hulu s comedy The Mindy Project had its season 5 finale on March 28 th. Of all 10 markets, this show placed highest here, although with no further episodes or show-related announcements demand slowly declined over the quarter. The Handmaid s Tale and Orange Is The New Black both released seasons this quarter. With 4 previous seasons, OITNB had the advantage of 8.8 times more demand than The Handmaid s Tale before either released, but once both shows had completed airing they ended the quarter as the two most in-demand shows, with almost identical demand. 13 Reasons Why Unbreakable Kimmy Schmidt May 19 Season 3 released Orange Is The New Black Jun 9 Season 5 released The Mindy Project The Handmaid s Tale Apr 26 3 initial episodes released DEMAND EXPRESSIONS 8 M 6 M 4 M 2 Million 0 April 2017 May June 18

19 Top Digital Original Series in Canada April 1 st June 30 th, 2017 Average Demand Expressions The top 25 most in-demand Digital Original Series in Canada: 13 Reasons Why Netflix Drama 3,287,446 The Handmaid's Tale Hulu Drama 1,813,644 Orange Is The New Black Netflix Comedy-drama 1,768,829 House Of Cards Netflix Drama 941,826 Marvel's Iron Fist Netflix Drama 856,312 Sense8 Netflix Science Fiction 850,318 The Grand Tour Amazon Video Reality 669,817 Stranger Things Netflix Science Fiction 511,214 Narcos Netflix Drama 479,482 Marvel's Luke Cage Netflix Drama 467,696 Bloodline Netflix Drama 443,645 The Man In The High Castle Amazon Video Drama 429,674 The Path Hulu Drama 394,549 Skam NRK TV Drama 391,091 The Keepers Netflix Documentary 385,056 The Ranch Netflix Comedy 382,230 Fuller House Netflix Comedy 374,123 Master Of None Netflix Comedy 373,326 The Good Fight CBS All Access Drama 368,377 Daredevil Netflix Drama 360,188 The Mindy Project Hulu Comedy 352,285 Dear White People Netflix Drama 337,474 Black Mirror Netflix Science Fiction 324,327 Unbreakable Kimmy Schmidt Netflix Comedy 317,390 The Crown Netflix Drama 304,746 A selection of 5 additional Digital Original Series of interest in Canada: Snatch Crackle Drama 152,789 Rhett & Link's Buddy System YouTube Red Comedy 118,665 Escape The Night YouTube Red Horror 107,058 Supermansion Crackle Animation 64,558 Comedians In Cars Getting Coffee Crackle Reality 62,087 19

20 Demand Over Time in Turkey April 1 st June 30 th, 2017 Turkey is the only market in this report where 13 Reasons Why was not the top show; the Netflix teen drama ranked fourth. The most in demand digital original show in Turkey this quarter was sci-fi drama Black Mirror, which released its Season 3 last October. Second in the market is Netflix drama Narcos, which released season 2 back in September The drama beat Amazon s The Grand Tour, which released episodes two months later than Narcos did, but in Q2 had only a quarter of the drama s demand. However, generally Amazon series performed well in this market this quarter; both comedy-drama Mozart In The Jungle and comedy Transparent placed highest out of all markets here in fourteenth and twentieth place respectively. The Grand Tour Mozart In The Jungle Black Mirror Transparent Narcos DEMAND EXPRESSIONS 9 M 6 M 3 Million 0 April 2017 May June 20

21 Top Digital Original Series in Turkey April 1 st June 30 th, 2017 Average Demand Expressions The top 25 most in-demand Digital Original Series in Turkey: Black Mirror Netflix Science Fiction 2,562,013 Narcos Netflix Drama 2,359,215 Marvel's Iron Fist Netflix Drama 1,570, Reasons Why Netflix Drama 1,050,972 House Of Cards Netflix Drama 948,305 Stranger Things Netflix Science Fiction 910,425 Orange Is The New Black Netflix Comedy-drama 701,585 The OA Netflix Drama 630,653 Marvel's Luke Cage Netflix Drama 601,194 The Grand Tour Amazon Video Reality 596,650 Daredevil Netflix Drama 567,512 Sense8 Netflix Science Fiction 522,561 The Handmaid's Tale Hulu Drama 373,647 Mozart In The Jungle Amazon Video Comedy-drama 342,546 The Man In The High Castle Amazon Video Drama 300,030 The Crown Netflix Drama 265,002 Chance Hulu Drama 259,132 Goliath Amazon Video Drama 184,707 The Good Fight CBS All Access Drama 177,717 Transparent Amazon Video Comedy-drama 136,217 Skam NRK TV Drama 125,735 Gilmore Girls Netflix Comedy-drama 124,597 The Path Hulu Drama 112,738 Bosch Amazon Video Drama 93,514 Bloodline Netflix Drama 88,265 A selection of 5 additional Digital Original Series of interest in Turkey: Snatch Crackle Drama 80,809 Mind Field YouTube Red Reality 67,869 StartUp Crackle Drama 48,959 Wolf Creek Stan Horror 13,117 Rhett & Link's Buddy System YouTube Red Comedy 7,115 21

22 Demand Over Time in Mexico April 1 st June 30 th, 2017 The most in-demand show in Mexico was 13 Reasons Why. However, this show had a narrow lead of only 13% more demand than local Mexican Netflix drama Ingobernable, which had a demand increase after news it would get a second season. Two other Netflix Spanish language digital originals, comedy-drama Club de Cuervos and Spain-set period drama Las Chicas Del Cable also ranked highly. In fourth place this quarter, Netflix s Orange Is The New Black keeps the same ranking in Mexico that it had last quarter, despite the new season release in June. Unusually though, the release demand never surpassed anticipation demand. The likely reason is the hacking of the new season and illegal release of episodes around the 22 nd of May, this had at peak 8% more demand than the actual Season 5 release peak after July 9 th. That event had a much stronger effect on demand here than it did in other markets, indicating many people in Mexico did not wait for the official release to watch the show. 13 Reasons Why Ingobernable Orange Is The New Black Club de Cuervos Las Chicas Del Cable Apr 27 Jun 9 Apr 28 Renewed Season 5 released Season 1 released DEMAND EXPRESSIONS 30 M 20 M 10 Million 0 April 2017 May June 22

23 Top Digital Original Series in Mexico April 1 st June 30 th, 2017 Average Demand Expressions The top 25 most in-demand Digital Original Series in Mexico: 13 Reasons Why Netflix Drama 12,649,201 Ingobernable Netflix Drama 11,165,070 Club De Cuervos Netflix Comedy-drama 6,734,989 Orange Is The New Black Netflix Comedy-drama 4,666,077 Sense8 Netflix Science Fiction 4,482,122 Las Chicas Del Cable Netflix Drama 2,918,119 Black Mirror Netflix Science Fiction 2,799,853 House Of Cards Netflix Drama 2,514,789 Stranger Things Netflix Science Fiction 2,415,204 Marvel's Iron Fist Netflix Drama 2,272,821 The Grand Tour Amazon Video Reality 1,470,989 Skam NRK TV Drama 1,436,788 Daredevil Netflix Drama 1,024,339 Narcos Netflix Drama 1,008,583 The OA Netflix Drama 988,016 Marvel's Luke Cage Netflix Drama 908,828 Gilmore Girls Netflix Comedy-drama 841,472 The Handmaid's Tale Hulu Drama 822,447 The Good Fight CBS All Access Drama 770,037 The Crown Netflix Drama 730,480 Mozart In The Jungle Amazon Video Comedy-drama 721,646 The Man In The High Castle Amazon Video Drama 712,042 Santa Clarita Diet Netflix Comedy 652,460 The Get Down Netflix Drama 485,359 The Path Hulu Drama 452,010 A selection of 5 additional Digital Original Series of interest in Mexico: Snatch Crackle Drama 259,343 Mind Field YouTube Red Reality 176,515 Veni Vidi Vici Viaplay Comedy 118,785 StartUp Crackle Drama 104,516 The Art Of More Crackle Drama 100,318 23

24 Demand Over Time in Brazil April 1 st June 30 th, 2017 Like most other markets, the highest ranked digital original in Brazil was 13 Reasons Why, but Brazil also had high demand for the Netflix sci-fi drama Sense8. This chart clearly shows the increases in demand caused by the release of Sense8 s Season 2 on May 5 th and then the fan outcry after the show was cancelled on June 1 st. Just like other markets, the cancellation news caused higher peak demand (by 10%) than its premiere release. Another show that performed best in Brazil out of all the markets in this report is the fourth-placed teen drama Skam from NRK TV. Again, the demand spikes for each fan-translated episode can be seen; the show must have gained new fans through social media and word of mouth during the quarter as the finale episode had 103% more demand than the premiere. Sense8 has 10% more demand overall this quarter than Orange Is The New Black, which was the third most popular show in Brazil. However, Orange Is The New Black did have the biggest peak demand; 6% more for the Season 5 release on June 9 th compared to Sense8 s biggest peak. Netflix comedy, The Ranch, also performed well in this market. Demand for that show jumped by 328% on the release of Season 2 on July 16 th. Even between seasons, demand in Brazil is steady for Netflix s South American crime drama Narcos. The Ranch Skam Orange Is The New Black Sense8 Narcos Jun 16 Season 2 released Apr 14 Weekly episodes commenced Jun 9 Season 5 released 1 May 5 2 Jun 1 1 Season 2 released 2 Cancelled DEMAND EXPRESSIONS 30 M 20 M Million 0 April 2017 May June 24

25 Top Digital Original Series in Brazil April 1 st June 30 th, 2017 Average Demand Expressions The top 25 most in-demand Digital Original Series in Brazil: 13 Reasons Why Netflix Drama 21,767,285 Sense8 Netflix Science Fiction 7,216,330 Orange Is The New Black Netflix Comedy-drama 6,541,549 Skam NRK TV Drama 4,758,927 Stranger Things Netflix Science Fiction 3,522,912 Narcos Netflix Drama 2,334,167 Marvel's Iron Fist Netflix Drama 2,220,733 Black Mirror Netflix Science Fiction 1,683,781 Gilmore Girls Netflix Comedy-drama 1,668,765 House Of Cards Netflix Drama 1,612,605 3% Netflix Drama 1,550,019 The OA Netflix Drama 1,486,188 Marvel's Luke Cage Netflix Drama 1,341,610 The Crown Netflix Drama 969,095 Daredevil Netflix Drama 898,848 The Ranch Netflix Comedy 854,203 The Good Fight CBS All Access Drama 851,546 The Handmaid's Tale Hulu Drama 834,131 The Man In The High Castle Amazon Video Drama 827,360 The Get Down Netflix Drama 821,167 Santa Clarita Diet Netflix Comedy 733,635 Unbreakable Kimmy Schmidt Netflix Comedy 705,578 The Grand Tour Amazon Video Reality 679,311 Bojack Horseman Netflix Animation 670,058 Dear White People Netflix Drama 668,792 A selection of 5 additional Digital Original Series of interest in Brazil: Snatch Crackle Drama 342,266 StartUp Crackle Drama 141,550 Mind Field YouTube Red Reality 104,497 Annoying Orange YouTube Red Comedy 103,041 Wolf Creek Stan Horror 43,554 25

26 Demand Over Time in Singapore April 1 st June 30 th, Reasons Why is the top ranked show with 74% more demand than second placed Marvel s Iron Fist. Both shows remained popular in this market after being released at the end of the last quarter. Amazon s Japanese series Kamen Rider Amazons performed well in this market; although it released episodes weekly for almost the entire quarter it did not appear in the top 25 of any other country. Despite the fact the show has not yet been officially localized from Japanese, it seems the Singaporean audience enjoys the tokusatsu genre enough for it to reach 24 th. The Good Fight from CBS All Access also placed highly at 13 th, although this title did appear in 5 other top 25 lists. This is the first show from CBS All Access to appear in this report, although the service s upcoming Star Trek show is likely to do well next quarter. Ranked 14 th, Netflix comedy Santa Clarita Diet is another title that did best in Singapore of all the countries. These shows have a stronger fan base in this market than in the United States, their home market, demonstrating that a global view should be taken when considering the popularity of titles. 13 Reasons Why Kamen Rider Amazons The Good Fight Iron Fist Santa Clarita Diet Apr 7 Weekly episodes started Apr 16 Weekly episodes ended DEMAND EXPRESSIONS 1.2 M 800 K 400,000 0 April 2017 May June 26

27 Top Digital Original Series in Singapore April 1 st June 30 th, 2017 Average Demand Expressions The top 25 most in-demand Digital Original Series in Singapore: 13 Reasons Why Netflix Drama 500,730 Marvel's Iron Fist Netflix Drama 287,570 The Grand Tour Amazon Video Reality 234,232 House Of Cards Netflix Drama 186,267 Orange Is The New Black Netflix Comedy-drama 155,962 Marvel's Luke Cage Netflix Drama 111,871 The Handmaid's Tale Hulu Drama 107,865 Stranger Things Netflix Science Fiction 84,085 Daredevil Netflix Drama 80,586 Black Mirror Netflix Science Fiction 78,945 Sense8 Netflix Science Fiction 74,485 Narcos Netflix Drama 59,503 The Good Fight CBS All Access Drama 54,671 Santa Clarita Diet Netflix Comedy 53,754 The Crown Netflix Drama 53,016 Unbreakable Kimmy Schmidt Netflix Comedy 47,710 Dear White People Netflix Drama 44,396 Master Of None Netflix Comedy 43,992 The Keepers Netflix Documentary 40,230 The Man In The High Castle Amazon Video Drama 39,728 The Get Down Netflix Drama 30,834 The OA Netflix Drama 30,352 Haters Back Off Netflix Comedy 30,178 Kamen Rider Amazons Amazon Video Animation 26,739 Gilmore Girls Netflix Comedy-drama 25,557 A selection of 5 additional Digital Original Series of interest in Singapore: Skam NRK TV Drama 21,344 Snatch Crackle Drama 14,774 Run, BIGBANG Scout! YouTube Red Reality 8,969 StartUp Crackle Drama 7,324 Rhett & Link's Buddy System YouTube Red Comedy 6,844 27

28 Methodology Global Content Demand Parrot Analytics is a technology and data science company that measures global demand for television content. Consumers express their demand for content through various demand expression platforms including: Social Media Blogging Sites File Sharing / P2P Platforms Photo Sharing Sites Video Streaming Sites }} Video Streaming Platforms }} Social Media Platforms }} Photo Sharing Platforms }} Blogging & Microblogging Platforms }} Fan & Critic Rating Platforms }} Wikis & Informational Sites }} Peer-to-Peer Protocols }} File-Sharing Platforms Industry-first: DemandRank TM 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. Fan & Critic Rating Sites Wikis & Informational Sites Microblogging Sites Global Demand Measurement 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 content Demand Measurement System, powered by Demand Expressions. Demand Expressions 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

29 About Parrot Analytics Parrot Analytics is a data science company that empowers media & entertainment companies, brands and agencies to understand global audience demand for television content. Wielding the world s largest audience behavior data sets, the company has developed the world s only global cross-platform, country- specific audience demand measurement system. Parrot Analytics captures an unprecedented spectrum of actual fan and audience behavior including video streaming consumption, social media, blogging platforms, file-sharing and peer-topeer consumption spanning 249 countries. This enables media companies, for the very first time, to understand audience demand for content across all content distribution platforms in all markets around the world. Parrot Analytics leadership includes a group of media industry executives, creatives and scientists who believe in the magic of content and the impact it has on people s lives. The company is on a mission to connect content creators and consumers by enabling data-driven decisions across the industry. For more information, visit parrotanalytics.com Daily Audience Demand Measurement In any Market, on any Platform REQUEST DEMO contact@parrotanalytics.com