datasingapore
Singapore: Disney+ rules Drama is by far Singapore’s favourite genre, according to data science platform Parrot Analytics’ “Global Television Demand Report for Q2 2021”. By title, there’s also a clear winner: Disney+. WandaVision, The Falcon and the Winter Soldier and The Mandalorian were Singapore’s top shows in Q2 2021, followed by three from Amazon Prime Video – The Boys, Invincible and The Expanse. Together with Loki, the latest data gives Disney+ four of the top 10 digital original series in Singapore for April, May and June this year. Netflix’s three spots were 7th (Lucifer), 9th (Black Mirror) and 10th (Stranger Things). On the top 20 list, demand expands to include Apple TV+’s For All Mankind, and HBO Max’s The Handmaid’s Tale, which streams on local WarnerMedia platform, HBO Go and placed 15th. Digital original series genre demand share in Q2 2021
100
Superhero series
Reality 3.4%
67
Sci-fi drama
Variety Horror <1% 2.2%
46
Crime drama
Action/ Adventure 23.9%
Drama 41.2%
Animation 8.2% Children 4.3%
10 most in-demand subgenres for digital originals in Q2 2021
35
Comedy drama
31
Thriller Sci-fi action
28
Sitcom
27 25
Animated comedy
Comedy 13%
Docu 3.5%
22
Action fantasy
19
Fantasy drama
Total demand indexed to top subgenre (100)
The share of demand for action/adventure originals was the second
Animated superhero series, Invincible, was more in-demand in Singa-
highest of all the markets in this report. With a 23.9% share, Singapore
pore than in any other of the 100+ countries covered in this report. It
was one of four markets in the world that had a greater than 20% de-
combines Singaporeans’ love of superhero series & animation into one
mand share for action/adventure.
show and had 11.3x the average series demand.
Demand share by platform for drama digital originals in Q2 2021 Other
Singaporeans gave a larger share of demand for drama originals from HBO Max than any other of the 100+ countries covered in Parrot Analytics’ Q2 report. HBO Max originals accounted for 4.5% of demand for all drama originals in Singapore this quarter. Original dramas from Hulu made up 6.2% of demand for all digital originals in Singapore during the quarter. Hulu’s drama demand share was smaller only in Peru for the quarter. 55.7% of demand for drama originals in Singapore was for a Netflix series. This is higher than the low point of 50% that Netflix’s demand
Paramount+ 3.2% HBO Max 4.5% Hulu 6.2% Apple TV+ 8.1%
Netflix 55.7%
Amazon Prime Video 11.3%
share hit in Singapore in March.
Note: The insights presented are based on the entire available Parrot Analytics global TV demand dataset, which is comprised of 3.5 trillion data points across 100+ languages in 100+ countries. Demand: The total TV audience demand being expressed for a title across all platforms in a market, compared to the average TV show. Soure: Parrot Analytics. Charts by ContentAsia
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contentasia october 2021