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Global streamers command more than half the demand for series/originals in Asia Pacific, says data science company Parrot Analytics. Demand share by original series: APAC, Q3 2021
Demand share for series by corporate owner: APAC, Q3 2021
Methodology note: Originals demand share is the total demand for all series where the most recent season first aired on this platform. Where appropriate, related platforms have been combined eg FX and FXX, HBO and HBO Max.
Methodology note: Corporate demand share is the total demand for all series where the most recent season first aired on this platform controlled by each corporate entity. For example: ABC, National Geographic and FX original series will all count towards the Disney share
Just under half of audience demand for original series in the Asia-Pacific
its live action Marvel series.
region in the three months to end September went to shows outside of
Parrot Analytics said that, collectively, the six largest media corporations
major global networks/platforms, according to data science company
controlled almost three quarters of U.S. demand for TV series. 29.2% of audi-
Parrot Analytics.
ence attention went to originals from other platforms in the quarter.
Of today’s largest global programmers, Netflix, with 10.9% share, com-
The highest share (20.1%) of U.S. audience attention in Q3 2021 was
manded more than double the demand of its closest rivals, led by HBO/
paid to series ultimately from the Walt Disney Company – including Hulu,
HBO Max (4.8%), CBS (4.5% share), and BBC Studios (4.3%).
Disney+ and Hotstar – with ViacomCBS content holding the second
The latest figures show Netflix, Viacom and WarnerMedia neck and neck in share of demand for digital/streaming across Asia Pacific in the
largest share (13.4%). Also in its Q3 report, Parrot showed that Netflix’s share of global and
third quarter of this year, well behind Disney and at a fraction of the
U.S. demand for digital originals hit a record low, down to 45.8% globally
consolidated demand on a slew of domestic platforms.
and 43.7% in the U.S. In Q2 2021, Netflix was at 48.3% globally, and 46%
Amazon Prime Video remains the second most in-demand streaming service for original content globally at 12.1% – boosted by the high global demand of its Indian originals. Off the success of Ted Lasso, Apple TV+ is now the fourth most in-de-
in the U.S. Parrot said total global demand for Netflix originals grew 3.3% in Q3 compared to Q2 2021, and was up 74% in the two years since Q2 2019. “However, global demand for original content from Netflix’s competi-
mand streaming service for original content globally, with 6.1% demand
tors grew 14.3% in Q3 2021, and is up 196% since Q2 2019 – before com-
share in Q3 2021.
petitors like Disney+, HBO Max, and Apple TV+ entered the market,”
Apple TV+ leapfrogged Hulu (5.5%), but still trails Netflix (45.8%), Amazon Prime Video (12.1%) and Disney+ (8.4%). In the U.S., Amazon Prime Video fell to third place for the first time, ending the quarter at 8.6%, behind Disney+’s 8.9%, driven by success of
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the report said, adding that “this matters because demand for original content is a key leading indicator of subscriber growth, so Netflix may be able to grow its subscriber base while its dominant position in the market continues to erode.”
contentasia november 2021