Insights

Digital content consumption: Cross-platform demand for the USA (23 – 29 September, 2018)

Image: Maniac, Netflix

As streaming/subscription-video-on-demand growth continues to accelerate, the relationship between digital content consumption and free-to-air TV continues to be in flux. Consumers in most countries are likely watching TV series on both paid SVOD services as well as free-to-air networks. Our latest Global Television Demand Report states that the U.S. has one of the highest reported rates of Smart TV usage (21%), giving consumers plenty of choice with respect to content access. Parrot Analytics’ global demand measurement system captures the popularity of series available on both linear and SVOD services, allowing for a true cross-platform comparison of content in over 100+ markets worldwide.

This week in the U.S. domestic market for digital originals, a full week after the launch of Maniac, Netflix‘s miniseries is in third position for in-demand digital original content for the week ending September 29th, according to our global TV demand data. The alternative sci-fi universe comedy-drama series scored an average of 24.6 million daily Demand Expressions (DEX), beating Ozark, which launched its second season on August 31st, scoring an average of 24.5 million DEX. Reception to Maniac‘s first (and only) season has been positive from critics, with many praising its visuals, direction and acting, particularly the performances of Emma Stone and Jonah Hill.

At the top of the chart we see Stranger Things and Bojack Horseman continuing to rank highly with demand for the Netflix adult animation series falling roughly 20% week-on-week. Demand for Stranger Things initially peaked post its season three teaser trailer released on July 16th, illustrating the high fan anticipation for the series.

Additionally, Marvel’s Daredevil jumped to #8 from #6, partly due to the confirmation that season 3 is launching on October 19th. Rounding out our digital originals demand chart, U.S. demand for Castle Rock from Hulu dropped most out of all digital originals compared to last week (-27%) whilst Netflix’s Voltron: Legendary Defender remained steady (+5%).

The overall title chart remains mostly unchanged in the top five, except for This is Us entering at #5 (#20 last week). The popularity of This Is Us, currently starting its third season, has seen the series generate 13% more demand than The Office, a dormant sitcom, evidently still popular.

Further down the chart South Park has reappeared in the top ten as new episodes returned for the fall season. Finally, the new season of American Horror Story is ensuring the series stays in the #1 position and Grey’s Anatomy, which started its fifteen season, has come in at the number two spot overall (up from #6 last week).

For more information, reach out to Parrot Analytics for a live demonstration of our Demand Portal, or watch our latest product video.

The data in this article are based on Demand Expressions (DEX). DEX is the globally standardized TV measurement metric developed by Parrot Analytics, which represents the total audience demand being expressed for a title, within a market. Audience demand reflects the desire, engagement and viewership, weighted by importance; so a stream/download is a higher expression of demand than a ‘like’/comment.

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