Insights

Audience TV demand for content in the United States (07 – 13 July, 2019)

Image: Stranger Things, Netflix

 This week in audience TV demand, Stranger Things remains the most in-demand series in the United States. However, the 1980s-set sci-fi show is not simply maintaining its position: demand is continuing to grow at an astonishing pace. Compared to last week Stranger Things has more than doubled in US demand, going from an already huge 158 million to 336 million Demand Expressions.

Part of this ongoing success is no doubt attributable to the amount of marketing Netflix has devoted to the show. In addition to existing marketing tie-ins with global brands like Nike and Coca-Cola, this week saw promotional crossovers with Microsoft and Epic Games. The latter of those is particularly big as it sees Stranger Things content added to the videogame Fortnite, bringing the Stranger Things universe to the game’s estimated quarter million worldwide players.

The major movement in the overall audience TV demand ranking this week is Steven Universe. That show moves from the 29th most in-demand series in the US last week to 8th this week after interest in the show was rekindled by further details being released from the upcoming movie.

Also rising this week is the award-winning HBO drama Big Little Lies. This show is notable for being planned as a miniseries before the show’s success led HBO to order a second season. Big Little Lies Season 2 is currently airing and US demand is rising as the show’s mysteries build up to the mid-July finale.

At the chart of the top digital original shows by US audience TV demand is of course Stranger Things. The Netflix show has nearly ten times the demand of Hulu’s The Handmaid’s Tale this week.

The Handmaid’s Tale is likely to remain in place as the second most in-demand digital original for next week. The show’s Season 3 finale will air on the 17th and demand for the show is highly likely to rise for that event.

This week sees the return of Amazon Prime Video’s Good Omens to the digital original top ten, in 7th place. This is ten places higher than last week after demand rose by 42.4%. Although the critically acclaimed show was released around six weeks ago, it seems to be getting a second wind with US audiences.

YouTube Premium’s Cobra Kai also returns to the chart, replacing Netflix’s When They See Us in 10th place.

DC Universe’s Titans also rose by one place this week, becoming the digital original with the third highest demand in the US. Demand for the show increased by 1.8% as some details of the upcoming Season 2 leaked. People interested in demand developments around comic- and game-based properties can expect more like this next week. The San Diego Comic-Con convenes next week and with it will come a host of announcements about future TV projects.

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