DIGITAL ORIGINAL SERIES

DIGITAL ORIGINAL SERIES Global Demand Report 1st Quarter, 2017

Digital Original Series Global Demand Report Q1, 2017 Executive Summary }} For the first time, a non-netflix show dominated the top digital originals around the world. Amazon Video s The Grand Tour was the most popular digital original series in five out of these ten markets. }} Though Stranger Things was only the top digital original series in the United States, the surprise announcement of its season two release date caused an average spike in demand of 262% in all ten markets. }} The wins by Netflix s The Crown and Amazon Video s Goliath at the Golden Globes resulted in their demand increasing by 50% and 123% on average, respectively. This effect was generally strongest in the Englishspeaking markets. }} Some titles that were unpopular in their home market found international fan bases. For example, Hulu s Chance was within the top ten digital originals in Sweden, Brazil, and Japan. Likewise, the overall most in-demand series, The Grand Tour, was less popular in Brazil and France. Top Digital Original Series in Q1 2017 The Grand Tour Stranger Things Black Mirror Orange Is The New Black Club De Cuervos The OA United Kingdom Sweden Germany Japan Australia United States Russia France Mexico Brazil 2

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

Introduction Demand as the new paradigm In the sixth edition of Parrot Analytics Digital Original Series Global Demand Report, the demand for 30 recent and popular digital original series in ten global markets is analyzed. The digital original series included in the report are original content produced by US-based SVOD platforms, including the major services Netflix, Hulu, and Amazon, as well as smaller players YouTube Red and NBC's Seeso. 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

Quarterly Events OTT news On March 17 th, the latest entry in Marvel s originals on Netflix, Iron Fist, was released. Despite poor reviews, it was the most in-demand digital original series for three weeks after its premiere. The 74 th Golden Globes were held on January 8 th, with wins for several digital original series: }} The Crown won for Best Television Series Drama, beating fellow Netflix series Stranger Things. }} Claire Foy from The Crown won Best Actress in a Television Drama, and Billy Bob Thornton from Amazon Video s Goliath won for Best Actor in a Television Drama. Existing digital original series aired new episodes during the quarter: Comedians In Cars Getting Coffee Crackle Reality January 5 February 9 The UCB Show Seeso Sketch Comedy January 12 Trailer Park Boys Netflix Comedy March 31 The Path Hulu Drama January 25 April 12 Foursome YouTube Red Drama February 1 The Cyanide & Happiness Show Seeso Comedy February 2 The Grand Tour Amazon Video Reality through February 3 The Mindy Project Hulu Comedy through March 28 Chef s Table Netflix Documentary February 17 Hand Of God Amazon Video Drama March 10 Love Netflix Comedy March 10 The Last Kingdom Netflix Drama March 21 Grace And Frankie Netflix Comedy March 24 5

Quarterly Events New digital original series released during the quarter: One Day At A Time Netflix Comedy January 6 Mind Field YouTube Red Reality January 8 Lemony Snicket's A Series Of Unfortunate Events Netflix Drama January 13 Sneaky Pete Amazon Video Drama January 13 Squad Wars YouTube Red Comedy January 26 Z: The Beginning Of Everything Amazon Video Drama January 27 Zoolander: Super Model Crackle Comedy January 27 Santa Clarita Diet Netflix Comedy February 3 Abstract: The Art of Design Netflix Documentary February 10 My Brother, My Brother And Me Seeso Comedy February 23 Ultimate Beastmaster Netflix Reality February 24 Patriot Amazon Video Comedy-drama February 24 Ingobernable Netflix Drama March 4 Snatch Crackle Drama March 16 Marvel's Iron Fist Netflix Drama March 17 Samurai Gourmet Netflix Drama March 17 Me And My Grandma YouTube Red Comedy March 22 Harlots Hulu Drama March 29 13 Reasons Why Netflix Drama March 31 Five Came Back Netflix Documentary March 31 6

Digital Original Series Global Demand Report Q1, 2017 Demand for Digital Original Series by Market For each of the ten markets, the 30 digital original series are ranked by their average Demand Expressions from January through March, 2017. A time series plot illustrates interesting demand trends over the last three months. Lastly, an analysis of this information is presented. 7

Demand Over Time in the United States January 1 st March 31 st, 2017 Though it was released in July 2016, Stranger Things remained the most in-demand digital original series into the first quarter of 2017. It enjoyed a 257% overnight increase in popularity after the release date for season 2 was announced during the Super Bowl on February 5 th. After their wins at the Golden Globes on January 8 th, both Amazon Video s Goliath and Netflix s The Crown more than doubled in demand overnight. Stranger Things, which was nominated, also had a 90% increase on the day after the awards ceremony. The third season of Netflix comedy Grace and Frankie was released on March 24 th. This event resulted in a 483% increase in demand, making it the most popular digital original series for the remainder of March. In contrast, the second season of Hulu s The Path premiered on January 25 th, airing episodes weekly until April 12 th. This release strategy is unusual for digital originals, but The Path benefited from this schedule: demand remained steady and 228% higher for the entire two months after its premiere than in early January. Goliath Stranger Things The Crown The Path Grace and Frankie Jan 8 Feb 5 Jan 8 Jan 25 Won Golden Globe Season 2 release Won Golden Globes Weekly episodes start date announced Mar 24 Season 3 released 50 M 40 M DEMAND EXPRESSIONS 30 M 20 M 10 Million 0 January 2017 February March 8

Top Digital Original Series in the United States January 1 st March 31 st, 2017 Average Demand Expressions The table below contains a selection of the most in-demand Digital Original Series in the United States: Stranger Things Netflix Science Fiction 10,457,855 The OA Netflix Drama 9,115,511 The Grand Tour Amazon Video Reality 8,978,791 The Man In The High Castle Amazon Video Drama 8,875,885 Marvel's Luke Cage Netflix Drama 7,230,928 Orange Is The New Black Netflix Comedy-drama 6,347,805 House Of Cards Netflix Drama 5,616,202 The Crown Netflix Drama 5,240,756 The Path Hulu Drama 5,170,431 Fuller House Netflix Comedy 5,057,878 Haters Back Off Netflix Comedy 4,069,335 Black Mirror Netflix Science Fiction 3,038,055 The Ranch Netflix Comedy 2,828,686 Goliath Amazon Video Drama 2,801,342 Chance Hulu Drama 2,384,648 Grace And Frankie Netflix Comedy 2,234,379 The Mindy Project Hulu Comedy 2,086,288 Unbreakable Kimmy Schmidt Netflix Comedy 1,984,513 Transparent Amazon Video Comedy-drama 1,834,661 BoJack Horseman Netflix Animation 1,831,382 Mozart In The Jungle Amazon Video Comedy-drama 1,696,257 Love Netflix Comedy 1,672,364 Club De Cuervos Netflix Comedy-drama 1,355,331 Shut Eye Hulu Drama 1,294,179 Hand Of God Amazon Video Drama 1,193,368 Comedians In Cars Getting Coffee Crackle Reality 1,121,222 Red Oaks Amazon Video Comedy 950,133 3% Netflix Drama 782,550 Foursome YouTube Red Drama 212,730 Bajillion Dollar Propertie$ Seeso Comedy 167,471 9

Demand Over Time in the United Kingdom January 1 st March 31 st, 2017 Amazon Video s The Grand Tour was the most popular digital original title in five of these ten markets. In the United Kingdom, it had the greatest lead over the second-placed show with 137% more demand than Stranger Things, which is logical as it is the hosts home country. The only instance of another digital original series having more demand than The Grand Tour was on February 6th, the day after the release date of Stranger Things season two was announced. Stranger Things 214% spike in demand was smaller than the spike in the United States, but it had 24% more demand than The Grand Tour for a single day. The Golden Globe-winning titles, Goliath and The Crown, had overnight increases in demand after their win, but to a lesser extent than in the United States. Though The Crown is about the British royal family it had the least increase in demand after the Golden Globes, likely because it was already well-known in the market and so did not benefit as much from the exposure as the lesser-known Goliath. The release date of the fifth season of House of Cards was announced on January 20 th, causing an overnight increase in demand by 159%. Goliath Stranger Things The Crown House of Cards The Grand Tour Jan 8 Won Golden Globe Feb 5 Season 2 release date announced Jan 8 Won Golden Globes Jan 20 Season 5 release date announced Feb 3 Weekly episodes end 12 M 10 M DEMAND EXPRESSIONS 8 M 6 M 4M 2 Million 0 January 2017 February March 10

Top Digital Original Series in the United Kingdom January 1 st March 31 st, 2017 Average Demand Expressions The table below contains a selection of the most in-demand Digital Original Series in the United Kingdom: The Grand Tour Amazon Video Reality 6,255,415 Stranger Things Netflix Science Fiction 2,637,083 The Man In The High Castle Amazon Video Drama 2,604,421 The OA Netflix Drama 2,288,190 The Crown Netflix Drama 1,847,018 Marvel's Luke Cage Netflix Drama 1,265,856 House Of Cards Netflix Drama 1,205,351 Orange Is The New Black Netflix Comedy-drama 1,154,259 Haters Back Off Netflix Comedy 851,169 Black Mirror Netflix Science Fiction 603,820 The Path Hulu Drama 530,786 Goliath Amazon Video Drama 495,531 The Mindy Project Hulu Comedy 451,628 Grace And Frankie Netflix Comedy 414,858 BoJack Horseman Netflix Animation 414,192 Chance Hulu Drama 398,235 Love Netflix Comedy 370,616 Fuller House Netflix Comedy 328,950 Transparent Amazon Video Comedy-drama 319,108 Unbreakable Kimmy Schmidt Netflix Comedy 308,509 The Ranch Netflix Comedy 250,470 Red Oaks Amazon Video Comedy 231,870 Hand Of God Amazon Video Drama 208,888 Mozart In The Jungle Amazon Video Comedy-drama 206,539 Comedians In Cars Getting Coffee Crackle Reality 167,507 Shut Eye Hulu Drama 130,841 3% Netflix Drama 95,891 Club De Cuervos Netflix Comedy-drama 33,797 Bajillion Dollar Propertie$ Seeso Comedy 29,261 Foursome YouTube Red Drama 27,527 11

Demand Over Time in Australia January 1 st March 31 st, 2017 As in the United Kingdom, The Grand Tour was the most popular digital original series in Australia. Each episode, airing weekly from January 6 th to February 3 rd, had a clear spike in demand; the penultimate episode was most popular but the finale was least popular. Stranger Things more than tripled in demand after the release date of the second season was announced on February 5 th. The show remained in high demand for several weeks, suggesting that the announcement inspired people to watch or re-watch the series. While The Grand Tour and The OA began the year with about the same amount of demand, the fact that The Grand Tour aired new episodes through January meant that its demand remained high while demand for The OA fell over the quarter, only stabilizing in March. The second seasons of Netflix s Love and Amazon Video s Hand of God were both released on March 10th. Though Love had 186% more demand than Hand of God before their releases, demand for Hand of God grew by over 900% after its premiere, while Love only grew by 575%. Hand of God Stranger Things Love The OA The Grand Tour Mar 10 Season 2 released Feb 5 Season 2 release date announced Mar 10 Feb 8 Season 2 released Renewed for Season 2 Feb 3 Weekly episodes end 3.5 M 3 M DEMAND EXPRESSIONS 2.5 M 2 M 1.5 M 1 Million 500 K 0 January 2017 February March 12

Top Digital Original Series in Australia January 1 st March 31 st, 2017 Average Demand Expressions The table below contains a selection of the most in-demand Digital Original Series in Australia: The Grand Tour Amazon Video Reality 1,253,025 Stranger Things Netflix Science Fiction 820,534 Orange Is The New Black Netflix Comedy-drama 733,422 The OA Netflix Drama 699,690 The Crown Netflix Drama 589,445 The Man In The High Castle Amazon Video Drama 523,006 House Of Cards Netflix Drama 464,196 Marvel's Luke Cage Netflix Drama 341,006 Haters Back Off Netflix Comedy 329,793 Fuller House Netflix Comedy 260,747 The Mindy Project Hulu Comedy 253,452 The Path Hulu Drama 207,251 Grace And Frankie Netflix Comedy 179,050 Transparent Amazon Video Comedy-drama 177,826 Goliath Amazon Video Drama 172,894 The Ranch Netflix Comedy 150,029 Unbreakable Kimmy Schmidt Netflix Comedy 145,520 BoJack Horseman Netflix Animation 142,226 Black Mirror Netflix Science Fiction 139,787 Chance Hulu Drama 139,525 Love Netflix Comedy 128,163 Comedians In Cars Getting Coffee Crackle Reality 96,634 Mozart In The Jungle Amazon Video Comedy-drama 91,142 3% Netflix Drama 62,262 Hand Of God Amazon Video Drama 60,013 Red Oaks Amazon Video Comedy 59,160 Shut Eye Hulu Drama 44,320 Foursome YouTube Red Drama 14,645 Club De Cuervos Netflix Comedy-drama 14,583 Bajillion Dollar Propertie$ Seeso Comedy 10,747 13

Demand Over Time in France January 1 st March 31 st, 2017 Netflix s long-running Orange Is The New Black was the most in-demand digital original series in France, with 83% more average demand than the runner-up, Black Mirror. Though the series has not aired since June 2016, it is so popular in this market that demand is already increasing in anticipation of season five in June 2017. In contrast, Black Mirror began January with the most demand, but declined steadily over the quarter to end March with less demand than Stranger Things. As in other markets, demand for Stranger Things more than doubled after its second season announcement. However, the series remained in high demand for the rest of the quarter, spiking in demand again on March 3 rd and 25 th, possibly due to rumors around David Harbor in Deadpool 2 and the soundtrack s release, respectively. Series that were among the top five in the English-speaking countries, such as The OA and The Grand Tour, had less demand in France, where they ranked several places lower. Black Mirror Stranger Things Orange Is The New Black The OA The Grand Tour Feb 5 Season 2 release date announced Feb 8 Feb 8 Season 5 release Renewed for Season 2 date announced Feb 3 Weekly episodes end 10 M DEMAND EXPRESSIONS 8 M 6 M 4 M 2 Million 0 January 2017 February March 14

Top Digital Original Series in France January 1 st March 31 st, 2017 Average Demand Expressions The table below contains a selection of the most in-demand Digital Original Series in France: Orange Is The New Black Netflix Comedy-drama 5,499,848 Black Mirror Netflix Science Fiction 3,004,557 Stranger Things Netflix Science Fiction 2,863,325 House Of Cards Netflix Drama 1,381,146 The Grand Tour Amazon Video Reality 1,267,094 The Man In The High Castle Amazon Video Drama 1,119,223 The OA Netflix Drama 839,430 Marvel's Luke Cage Netflix Drama 788,701 The Crown Netflix Drama 786,013 Transparent Amazon Video Comedy-drama 310,472 BoJack Horseman Netflix Animation 292,315 Mozart In The Jungle Amazon Video Comedy-drama 245,173 The Mindy Project Hulu Comedy 243,746 Shut Eye Hulu Drama 196,341 Unbreakable Kimmy Schmidt Netflix Comedy 185,938 Chance Hulu Drama 164,741 The Path Hulu Drama 156,229 Goliath Amazon Video Drama 150,781 Fuller House Netflix Comedy 114,560 Love Netflix Comedy 92,319 Red Oaks Amazon Video Comedy 83,285 Grace And Frankie Netflix Comedy 83,232 Hand Of God Amazon Video Drama 79,151 Haters Back Off Netflix Comedy 74,667 3% Netflix Drama 24,869 The Ranch Netflix Comedy 23,281 Comedians In Cars Getting Coffee Crackle Reality 10,234 Club De Cuervos Netflix Comedy-drama 8,124 Bajillion Dollar Propertie$ Seeso Comedy 609 Foursome YouTube Red Drama 70 15

Demand Over Time in Germany January 1 st March 31 st, 2017 The Grand Tour was the most popular digital original title during the first quarter of 2017, followed by fellow Amazon Video series The Man In The High Castle. As a result, Germany was the only market where a Netflix series did not rank first or second by average demand. Though The Man In The High Castle was released on December 16 th and renewed on January 3 rd, it peaked in demand during mid-january and had about the same demand as The Grand Tour after the latter show finished airing in February. This result suggests that viewers who came to Amazon Video for The Grand Tour also watched The Man In The High Castle, increasing its demand. This effect may also have lifted demand for other Amazon titles, such as Red Oaks. Another Amazon Video series, Hand Of God, aired its final season on March 10 th, resulting in a 480% increase in demand. The most popular non-amazon series, House Of Cards, had a 127% spike in popularity after the release date of its fifth season was announced on January 20 th. Hand of God Red Oaks The Man In The High Castle House of Cards The Grand Tour Mar 10 Jan 30 Jan 3 Season 2 released Renewed for Renewed for final Season Season 3 16 M Jan 20 Season 5 release date announced Feb 3 Weekly episodes end DEMAND EXPRESSIONS 12 M 8 M 4 Million 0 January 2017 February March 16

Top Digital Original Series in the Germany January 1 st March 31 st, 2017 Average Demand Expressions The table below contains a selection of the most in-demand Digital Original Series in Germany: The Grand Tour Amazon Video Reality 5,058,734 The Man In The High Castle Amazon Video Drama 3,659,222 House Of Cards Netflix Drama 2,170,464 Orange Is The New Black Netflix Comedy-drama 1,800,429 Stranger Things Netflix Science Fiction 1,693,006 Black Mirror Netflix Science Fiction 1,573,520 Marvel's Luke Cage Netflix Drama 1,316,962 The OA Netflix Drama 1,240,311 Fuller House Netflix Comedy 878,103 Chance Hulu Drama 619,011 BoJack Horseman Netflix Animation 613,158 Red Oaks Amazon Video Comedy 588,689 Mozart In The Jungle Amazon Video Comedy-drama 511,438 The Crown Netflix Drama 487,400 Haters Back Off Netflix Comedy 427,595 Transparent Amazon Video Comedy-drama 379,975 Hand Of God Amazon Video Drama 379,628 Goliath Amazon Video Drama 364,216 Shut Eye Hulu Drama 357,891 The Path Hulu Drama 315,256 The Mindy Project Hulu Comedy 249,329 Unbreakable Kimmy Schmidt Netflix Comedy 213,612 Grace And Frankie Netflix Comedy 210,600 The Ranch Netflix Comedy 185,806 Comedians In Cars Getting Coffee Crackle Reality 113,305 3% Netflix Drama 112,655 Love Netflix Comedy 55,963 Club De Cuervos Netflix Comedy-drama 5,968 Bajillion Dollar Propertie$ Seeso Comedy 2,393 Foursome YouTube Red Drama 5 17

Demand Over Time in Sweden January 1 st March 31 st, 2017 The Grand Tour was again the most in-demand digital original series, with 91% more popularity than Orange Is The New Black. While demand for The Grand Tour declined over the quarter, especially after it finished airing in early February, demand for Orange Is The New Black increased gradually over the same time period. Stranger Things was the most popular digital original on only one day: February 6 th, the day after the announcement of season two s release date. Crackle s Comedians In Cars Getting Coffee had a large spike in demand after its ninth season began airing on January 5 th, but only a small bump on January 27 th when it was announced the show would move to Netflix. Hulu s Chance, starring Hugh Laurie, aired from October to December 2016. Though it ranked poorly in most markets, it was within the top 10 digital original series in Sweden, Brazil, and Japan this quarter. This popularity illustrates how, due to their distribution method, digital original series can find fan bases anywhere around the world. Chance Stranger Things Feb 5 Season 2 release date announced Orange Is The New Black Feb 8 Season 5 release date announced Comedians In Cars Getting Coffee Jan 5 Feb 9 Weekly episodes The Grand Tour Feb 3 Weekly episodes end 800 K DEMAND EXPRESSIONS 600 K 400 K 200,000 0 January 2017 February March 18

Top Digital Original Series in Sweden January 1 st March 31 st, 2017 Average Demand Expressions The table below contains a selection of the most in-demand Digital Original Series in Sweden: The Grand Tour Amazon Video Reality 468,440 Orange Is The New Black Netflix Comedy-drama 244,685 Stranger Things Netflix Science Fiction 152,309 House Of Cards Netflix Drama 146,791 Marvel's Luke Cage Netflix Drama 97,013 The Man In The High Castle Amazon Video Drama 91,734 Black Mirror Netflix Science Fiction 89,861 The OA Netflix Drama 57,694 Chance Hulu Drama 45,462 The Crown Netflix Drama 39,395 Goliath Amazon Video Drama 38,852 The Path Hulu Drama 34,952 Transparent Amazon Video Comedy-drama 26,267 The Mindy Project Hulu Comedy 23,613 BoJack Horseman Netflix Animation 19,993 Shut Eye Hulu Drama 18,794 Fuller House Netflix Comedy 12,546 Red Oaks Amazon Video Comedy 11,647 Comedians In Cars Getting Coffee Crackle Reality 11,470 Unbreakable Kimmy Schmidt Netflix Comedy 10,098 The Ranch Netflix Comedy 8,236 Mozart In The Jungle Amazon Video Comedy-drama 8,186 Haters Back Off Netflix Comedy 7,960 Hand Of God Amazon Video Drama 5,822 Grace And Frankie Netflix Comedy 5,354 Love Netflix Comedy 4,280 3% Netflix Drama 2,980 Bajillion Dollar Propertie$ Seeso Comedy 1,012 Club De Cuervos Netflix Comedy-drama 428 Foursome YouTube Red Drama 3 19

Demand Over Time in Russia January 1 st March 31 st, 2017 Due to the decline in demand after The Grand Tour ended in early February, the steadily in-demand Black Mirror had the highest average demand this quarter in Russia. Though it aired in September 2016, Marvel s Luke Cage had a resurgence in demand after the release of its sister series, Iron Fist, on March 17 th. People who watched the new Marvel series may have gone back to watch or re-watch past entries, and given that Luke Cage was more well-received critically than Iron Fist, they continued to watch the better series. Hulu s The Path gained a following in Russia over its second season, as demand increased from its premiere on January 25 th through the end of March. At its peaks, The Path had more demand than Luke Cage or The Grand Tour. Amazon Video s Red Oaks had an unusual demand pattern in late February and early March. The spikes in popularity every few days suggests that it was being promoted heavily or airing episodes sequentially on a platform. Black Mirror Luke Cage Red Oaks The Path The Grand Tour Jan 30 Renewed for final Season Jan 25 Weekly episodes start Feb 3 Weekly episodes end 12 M 10 M DEMAND EXPRESSIONS 8 M 6 M 4 M 2 Million 0 January 2017 February March 20

Top Digital Original Series in Russia January 1 st March 31 st, 2017 Average Demand Expressions The table below contains a selection of the most in-demand Digital Original Series in Russia: Black Mirror Netflix Science Fiction 5,416,615 The Grand Tour Amazon Video Reality 4,251,400 House Of Cards Netflix Drama 3,110,684 Marvel's Luke Cage Netflix Drama 3,092,566 The Man In The High Castle Amazon Video Drama 2,036,428 Mozart In The Jungle Amazon Video Comedy-drama 1,621,594 The OA Netflix Drama 1,451,707 BoJack Horseman Netflix Animation 1,439,463 Orange Is The New Black Netflix Comedy-drama 1,179,004 Stranger Things Netflix Science Fiction 1,005,755 The Path Hulu Drama 867,025 Chance Hulu Drama 847,349 The Crown Netflix Drama 783,630 Red Oaks Amazon Video Comedy 458,348 Goliath Amazon Video Drama 430,446 The Mindy Project Hulu Comedy 330,621 Shut Eye Hulu Drama 221,930 Haters Back Off Netflix Comedy 194,187 Grace And Frankie Netflix Comedy 186,398 Hand Of God Amazon Video Drama 160,159 Love Netflix Comedy 152,956 Transparent Amazon Video Comedy-drama 130,012 Unbreakable Kimmy Schmidt Netflix Comedy 94,009 Fuller House Netflix Comedy 66,258 Comedians In Cars Getting Coffee Crackle Reality 35,117 The Ranch Netflix Comedy 31,048 3% Netflix Drama 30,948 Club De Cuervos Netflix Comedy-drama 28,626 Bajillion Dollar Propertie$ Seeso Comedy 7,533 Foursome YouTube Red Drama 79 21

Demand Over Time in Mexico January 1 st March 31 st, 2017 The Spanish-language Club De Cuervos was by far the most in-demand series in Mexico, with nearly 250% more average demand than Black Mirror, the next-most popular title. Since the second season was released on December 9 th the show s demand decreased, but it still ended the quarter with more than double the popularity of all other digital originals. Black Mirror and The Grand Tour began the year with about the same level of demand, but after The Grand Tour ended in February its demand slowly fell. However, demand for Black Mirror, which last aired in October, had plateaued and so remained steady, making it the second-most popular show on average. Though demand for Stranger Things spiked by over 350% after the announcement of the second season airdate, it did not come close to matching the popularity of Club De Cuervos. House of Cards had about the same demand as Stranger Things and the announcement of its fifth season release date had the same increase as the same event for Stranger Things, indicating that these two series are equal in popularity in Mexico. Black Mirror Club De Cuervos Stranger Things House of Cards The Grand Tour Feb 5 Season 2 release date announced Jan 20 Season 5 release date announced Feb 3 Weekly episodes end 25 M DEMAND EXPRESSIONS 20 M 15 M 10 M 5 Million 0 January 2017 February March 22

Top Digital Original Series in Mexico January 1 st March 31 st, 2017 Average Demand Expressions The table below contains a selection of the most in-demand Digital Original Series in Mexico: Club De Cuervos Netflix Comedy-drama 11,922,872 Black Mirror Netflix Science Fiction 3,445,678 The OA Netflix Drama 2,700,937 Orange Is The New Black Netflix Comedy-drama 2,523,767 The Grand Tour Amazon Video Reality 2,512,620 Stranger Things Netflix Science Fiction 1,878,045 House Of Cards Netflix Drama 1,863,122 Mozart In The Jungle Amazon Video Comedy-drama 1,677,736 The Man In The High Castle Amazon Video Drama 1,318,488 Marvel's Luke Cage Netflix Drama 1,243,051 The Crown Netflix Drama 829,641 The Path Hulu Drama 534,623 Chance Hulu Drama 472,730 Goliath Amazon Video Drama 437,973 Transparent Amazon Video Comedy-drama 409,357 The Mindy Project Hulu Comedy 377,313 BoJack Horseman Netflix Animation 321,207 Grace And Frankie Netflix Comedy 283,780 Fuller House Netflix Comedy 250,289 3% Netflix Drama 220,345 Red Oaks Amazon Video Comedy 195,607 Unbreakable Kimmy Schmidt Netflix Comedy 181,413 The Ranch Netflix Comedy 139,190 Shut Eye Hulu Drama 110,153 Comedians In Cars Getting Coffee Crackle Reality 69,200 Love Netflix Comedy 54,243 Haters Back Off Netflix Comedy 44,255 Hand Of God Amazon Video Drama 30,917 Bajillion Dollar Propertie$ Seeso Comedy 7,100 Foursome YouTube Red Drama 8 23

Demand Over Time in Brazil January 1 st March 31 st, 2017 Brazil was the only market where The OA, which was released on December 16th, had the highest average demand during the first quarter of 2017. However, it was a close race as The OA had only 6% more demand than runner-up Stranger Things. The Portuguese-language series 3% fell in demand during January since it was first released on November 25 th. Demand stabilized over the rest of the quarter, but spiked at the same time as Stranger Things; perhaps popularity was boosted for all science fiction series. Orange Is The New Black was the third-most popular series this quarter with steady demand and periodic spikes. Unlike all other markets, Amazon s The Grand Tour did not rank within the top five digital original series in Brazil: demand for the series did not spike during the episodes, nor decline after the show ended in early February. 3% Stranger Things Orange Is The New Black The OA The Grand Tour Feb 5 Season 2 release date announced Feb 8 Season 5 release date announced Feb 8 Renewed for Season 2 Feb 3 Weekly episodes end 20 M DEMAND EXPRESSIONS 15 M 10 M 5 M 0 January 2017 February March 24

Top Digital Original Series in Brazil January 1 st March 31 st, 2017 Average Demand Expressions The table below contains a selection of the most in-demand Digital Original Series in Brazil: The OA Netflix Drama 6,143,431 Stranger Things Netflix Science Fiction 5,792,528 Orange Is The New Black Netflix Comedy-drama 4,298,489 3% Netflix Drama 2,350,159 Marvel's Luke Cage Netflix Drama 2,315,086 Black Mirror Netflix Science Fiction 1,929,855 The Man In The High Castle Amazon Video Drama 1,098,406 House Of Cards Netflix Drama 999,112 Chance Hulu Drama 994,929 The Grand Tour Amazon Video Reality 952,178 Mozart In The Jungle Amazon Video Comedy-drama 818,110 BoJack Horseman Netflix Animation 722,270 The Ranch Netflix Comedy 603,966 The Crown Netflix Drama 595,040 Unbreakable Kimmy Schmidt Netflix Comedy 543,648 Transparent Amazon Video Comedy-drama 499,569 The Mindy Project Hulu Comedy 478,566 The Path Hulu Drama 437,098 Goliath Amazon Video Drama 406,911 Shut Eye Hulu Drama 394,252 Fuller House Netflix Comedy 216,482 Red Oaks Amazon Video Comedy 161,629 Club De Cuervos Netflix Comedy-drama 102,161 Grace And Frankie Netflix Comedy 88,513 Love Netflix Comedy 76,527 Haters Back Off Netflix Comedy 68,425 Hand Of God Amazon Video Drama 9,506 Comedians In Cars Getting Coffee Crackle Reality 8,854 Bajillion Dollar Propertie$ Seeso Comedy 2,025 Foursome YouTube Red Drama 144 25

Demand Over Time in Japan January 1 st March 31 st, 2017 The Grand Tour was the most popular digital original series in Japan, with 67% more demand than the secondmost in-demand show, Stranger Things. The second season airdate announcement for Stranger Things resulted in a spike in demand, as in all other markets, but demand also increased during March. Some titles were more popular in Japan than in other markets, such as Amazon Video s Red Oaks at rank 12, Hulu s Chance at rank 9, and Hulu s Shut Eye at rank 5. These shows have a stronger fan base in this market than in the United States, their home market, illustrating that a global view should be taken when considering the popularity of titles. The two non-english titles in this report, 3% and Club De Cuervos, had less than a third of the demand for the next-lowest ranked title, Seeso s Bajillion Dollar Propertie$; only YouTube Red s Foursome had less demand. This result indicates that non-english content may not find success outside of their home markets. Chance Stranger Things Red Oaks Shut eye The Grand Tour Feb 5 Season 2 release date announced Jan 30 Renewed for final Season Mar 20 Season 2 ordered Feb 3 Weekly episodes end 8 M DEMAND EXPRESSIONS 6 M 4 M 2 M 0 January 2017 February March 26

Top Digital Original Series in Japan January 1 st March 31 st, 2017 Average Demand Expressions The table below contains a selection of the most in-demand Digital Original Series in Japan: The Grand Tour Amazon Video Reality 3,342,592 Stranger Things Netflix Science Fiction 1,997,569 Marvel's Luke Cage Netflix Drama 1,774,509 House Of Cards Netflix Drama 1,355,527 Shut Eye Hulu Drama 1,060,232 The Man In The High Castle Amazon Video Drama 893,985 Fuller House Netflix Comedy 877,519 The Crown Netflix Drama 767,961 Chance Hulu Drama 745,424 Orange Is The New Black Netflix Comedy-drama 668,439 The OA Netflix Drama 629,255 Red Oaks Amazon Video Comedy 610,794 The Mindy Project Hulu Comedy 509,771 Black Mirror Netflix Science Fiction 424,203 BoJack Horseman Netflix Animation 290,196 Goliath Amazon Video Drama 246,951 Mozart In The Jungle Amazon Video Comedy-drama 186,914 The Path Hulu Drama 182,633 Unbreakable Kimmy Schmidt Netflix Comedy 125,558 Transparent Amazon Video Comedy-drama 100,181 Hand Of God Amazon Video Drama 83,897 The Ranch Netflix Comedy 73,075 Haters Back Off Netflix Comedy 71,148 Comedians In Cars Getting Coffee Crackle Reality 66,284 Grace And Frankie Netflix Comedy 59,334 Love Netflix Comedy 51,006 Bajillion Dollar Propertie$ Seeso Comedy 14,756 3% Netflix Drama 5,130 Club De Cuervos Netflix Comedy-drama 1,079 Foursome YouTube Red Drama 13 27

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

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 1 877 624 7109