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New report captures stark cultural differences in age ratings and audience demand for US tv series around the globe

4 February, 2022

Spherex and Parrot Analytics Release First-Ever Joint Global TV Snapshot Report

Santa Clara and Los Angeles, CA - February 3, 2022 - Spherex and Parrot Analytics today released the findings from a first-ever report on the connection between local age ratings, cultural factors and TV show audience demand in key markets worldwide. The Global TV Snapshot: Culture, Age Ratings and Audience Demand analyzes the age ratings and cultural content of five popular US-originated TV shows worldwide while considering the audience demand for each show in seven targeted markets.

Spherex and Parrot Analytics selected markets around the world that are varied in cultural norms and have different age rating regulations and compliance requirements. Featured countries include Australia, Brazil, India, Indonesia, South Korea, United Kingdom, and the United States. The analyzed series include “American Horror Story,” “Grey’s Anatomy,” ”House of Cards,” “The Walking Dead,” and “Prison Break.”

The top three findings from the report state:

  • Content age-based ratings have a direct impact on audience size as parents and families rely heavily on them to make viewing decisions.
  • Content elements most likely to impact ratings are sexuality, violence, and religion.
  • Storylines or characters that are culturally or socially identifiable to local audiences attract greater interest and larger audiences.

The Global TV Snapshot report is available for download from Spherex and Parrot Analytics and provides insights into why shows that are in demand with audiences in the US may not be as popular in other countries. “The Walking Dead” has a completely different audience appeal depending upon the local culture. Australia hosts Zombie Walks for entertainment; whereas, Indonesia finds the representation of Zombies to be disrespectful to the dead. The American political drama “House of Cards” is popular in countries where corruption and intrigue are perceived to be local problems, such as India. But in countries with lower tolerance for bad language or explicit sex, which are staples of the series, countries like South Korea and Indonesia see significant reductions in audience demand and acceptance.

The growing awareness of and sensitivity to other cultures continues to rise in the West, and the Global TV Snapshot details how US content is perceived, accepted, and rejected by cultures around the world. From religion and zombies to sex and family allegiances, the report provides important insights into audience demand and culturally specific content critical to success in the global streaming wars.

“This report refutes the common expectation that top-rated shows in the US are assured success everywhere,” said Teresa Phillips, CEO of Spherex. “Consumers are attracted to shows they can relate to, and market success begins with cultural awareness and understanding. This report highlights how core themes in American film and television are interpreted around the world.”

“Our data shows that global audience demand for a series is not only shaped by its narrative and characters, but also by the cultural values of the country where it is aired,” said Samuel Stadler, VP Marketing for Parrot Analytics. "Age rating restrictions are one way that local regulators try to protect their citizens, but our data shows that these ratings can also have a significant impact on a show’s popularity.”

About Spherex

Spherex is a global entertainment technology and data company transforming how media and entertainment enterprises create, adapt and deliver film and television to audiences worldwide through human-centered AI and machine learning. With unmatched expertise in cultural adaptation, ratings, metadata and title monitoring, Spherex works with the world’s largest media companies, movie studios, networks, distributors and streamers to build larger audiences, speed up content discovery, drive more video views and generate higher revenue. Learn more at www.spherex.com.

About Parrot Analytics

Parrot Analytics is the industry leader in global audience demand measurement. The company measures global supply and demand for entertainment, capturing over 2 billion audiences expressing demand for content and talent in over 100 languages, across all platforms, in 200+ countries. Parrot Analytics' partners use this knowledge to help better understand global supply and demand across all platforms to value content and talent, drive better production, distribution, acquisition and marketing decisions, as well as increase D2C growth and retention. For more information, see www.parrotanalytics.com.

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Bronagh Hanley
Big Noise PR for Spherex
bronagh@bignoisepr.com
416-314-7262

Samuel Stadler
VP Marketing
samuel@parrotanalytics.com
310-651-8158

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