Insights

Connected TV Measurement US Top 10 & More (February 5-11, 2017)

Parrot Analytics provides services for connected TV measurement, as well as linear broadcast. This week we take a look at the newly launched Santa Clarita Diet, which has allowed Netflix to dominate the top digital originals chart with seven entries, pushing The Crown outside of the top 10. The meat-cute horror comedy, starring Drew Barrymore and Timothy Olyphant, has come out on top on the digital originals chart, as well as making an appearance in the overall top shows chart in the United States. Santa Clarita Diet had 99% more demand than the nearest Amazon title.

Meanwhile, Amazon Prime Video competes against Netflix with two titles in the top five: The Grand Tour and The Man in the High Castle. However, both of these have seen a decrease in their demand compared to last week. Amazon’s new titles Sneaky Pete and Z: The Beginning of Everything have fallen off the digital original top 10 chart. For comparison, Netflix’s Marvel’s Luke Cage launched in September 2016 and even now has managed to place above Amazon’s The Path, with 6% more demand.

Netflix’s Stranger Things is the second most popular digital original title in the United States, its demand has increased by 69% compared to last week, which indicates high audience anticipation for season two. Hit shows from last year, The OA and Marvel’s Luke Cage, only had a slight decrease in demand, indicating that these titles will likely remain among the top digital originals; demand will likely increase when new episodes start on the streaming service. Another older hit, Netflix’s Orange is The New Black and cartoon Voltron: Legendary Defender, rounded out the chart.

Among the titles in the overall chart for the United States, Sherlock has completely vanished – and instead Legion has joined the top 10. This superhero show had 12% more demand than Netflix’s Santa Clarita Diet. Moreover, Shameless has also disappeared off the chart this week, despite its seventh season continuing to be broadcast. Other hit titles have increased in demand compared to last week: The Walking Dead, for example, has registered a 41% increase compared to last week in expectation of the second half of its 7th season. In contrast, demand for Vikings shrank by 22% as its season finale aired on February 1st. Westworld and Game of Thrones have followed the same pattern of decline, and this makes sense as these titles are currently off-the-air.

It’s Always Sunny in Philadelphia is the only comedy in the overall TV chart, based on our connected TV measurement platform, placing above Netflix’s Santa Clarita Diet and Stranger Things. Lastly, the reboot of 24 called 24: Legacy has entered the top ten.

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