Insights

Pay television measurement & more: The USA top 10 (08 – 14 July, 2018)

16 July, 2018

Image: The Handmaid’s Tale (Hulu)

Parrot Analytics’ pay television measurement system is actually cross-platform, which means we also measure the popularity of SVOD, TVOD, AVOD, broadcast and linear TV shows. Our global demand measurement data is available for 100+ markets, taking into account the weighted average of global consumer activity, resulting in country-specific worldwide demand for television content.

We do not carry out any consumer surveys to generate our 1 Billion+ daily dataset. Instead, we capture and measure what audiences actually do: They watch TV shows, read about TV shows, write about TV shows, download TV shows, stream TV shows and share and like information related to TV shows. We then weigh up all these audience interactions such that consumption behaviors are weighted more favorably than, say, a simple “like” on social media.

Let us now look at the U.S. domestic market: Beginning with the digital original chart, the arrival of the hotly anticipated finale of Hulu’s The Handmaid’s Tale on July 11th meant that show had no trouble staying at the top of the US digital originals list this week, with 25% higher demand compared to last week.

As well as staying the most in-demand digital original, The Handmaid’s Tale surged up to fourth place from tenth in the overall US TV series Top 10. It is not the only digital original title to gain significantly; this week Netflix’s Orange Is The New Black has more than doubled in demand compared to last week as trailers arrive ahead of the imminent Season 6 release (July 27).

A new entry this week in the digital original measurement chart is Hulu’s Castle Rock, which enters at sixth’s place. The Stephen King-based horror series does not premiere until the 25th, but interest in the show is already strong. Netflix’s Stranger Things also returns to the chart as eager fans discuss the recent teases about that show’s Season 3. Fan engagement is also keeping demand for Sense8 high: The show remains the fifth-ranked digital original in the US; even after the 2-hour special series finale in June, fans continue to vigorously campaign for Netflix to “un-cancel” the sci-fi title.

Looking now at the overall chart for the US domestic market, which incorporates broadcast, streaming and pay television measurement, there were gradual gains for many titles. HBO’s Game Of Thrones, NBC’s America’s Got Talent and Cartoon Network’s Steven Universe all moved up one place compared to last week. However, some shows moved the opposite direction: After entering the chart last week, beloved NBC comedy classic The Office loses five places and is in tenth place this week, while last week’s second placed title Power from Starz slid to eight place this week.

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


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