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Austria streaming market share analysis Q1 2021: Netflix, Disney+, Amazon Prime Video, Hulu, Paramount+ and more

1 April, 2021

Wondering who is winning in the streaming wars in Austria in Q1, 2021?

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Presented below is the section for Austria from The Global Television Demand Report. Enjoy!

Austria Digital Original Genre and Subgenre Preferences

  • In Q1 2021, 48.8% of demand for digital originals in Austria was expressed for a drama series. This is on par with the global average share of demand for this genre, 49.0%.
  • Outside of the US, Austrian audiences expressed the largest share of demand for digital original reality series of markets in this report.
  • Animation is also a popular genre in Austria. Its 4.5% share of digital original demand here ranks behind only the United States and Chile in this report.
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  • Superhero series is the most popular digital original subgenre in Austria in Q1 2021.
  • The difference between the first and second most in - demand subgenres is smallest in Austria or markets in this report. Demand for digital original Sci-Fi dramas was only 4% less than demand for superhero series in Q1 2021.
  • The teen drama subgenre ranks higher in Austria than in any of the markets in this report. German teen drama Druck and Amazon Prime Video’s The Wilds have been in-demand here this quarter.
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Austria Platform Demand Share and Digital Originals Demand Distribution

  • Of all markets in this report, Austrian audiences expressed the lowest share of demand for digital original series from HBO Max. In Q1 2021, 1.9% of demand for digital original series was for an HBO Max original, less than half the global average HBO Max share (4.1%).
  • Austrian audiences had the second highest share of demand for Paramount+ originals. The platform’s 5.2% share of demand in this market was helped by the popularity of the Star Trek franchise here.
  • Apple TV+ saw growth in its demand share each month this quarter. From the 24 month chart you can see in March it achieved a 4.1% share of demand for digital originals, a higher share than at any point in the past year.
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  • In Q1 2021, the most in-demand digital original series in Austria is WandaVision, with 12.8 times the demand of the average show.
  • Lying at the intersection of Austrian audiences love of Star Trek and the animation genre is Paramount+ animated original Star Trek: Lower Decks. This series had 1.3 times the demand of the average series.
  • As an example of the popularity of reality series in Austria, Netflix’s bake-off competition Nailed It! ranked higher here than in any of the markets we looked at.
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Austria Platform Demand Share for Drama and Action/Adventure Digital Originals

  • In Austria, Paramount+ accounts for a larger share of demand for digital original dramas (5.3%) than any other market in this report.
  • Netflix accounted for 64.5% of demand for drama originals in Austria, well above its global average share (53.4%).
  • In the trend chart we can see how Paramount+ and Apple TV+ have swapped places this quarter. In January, Paramount+ accounted for 7.7% of demand for drama originals while Apple TV+ had a 3.3% share. In March, demand for Apple TV+ originals (6.3%) had surpassed Paramount+ (3.8%).
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  • Disney+ accounted for by far the largest share of demand for action/adventure originals in Austria in Q1 2021 – 59.0%.
  • Disney+’s latest explosive growth in demand share began with the release of The Mandalorian Season 2. Its share of demand has more than doubled since then - up from 22.8% in Oct 2020.
  • In Q1 2020, Paramount+ had the largest share of demand for action/adventure originals in February (31.1%). While it’s 7.2% share in Q1 2021 is still larger than in most markets, it is a far cry from its dominant position here a year ago.
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Top Digital Original Series in Austria

Here are the top 20 most in-demand streaming original series in Q1 2021 across all platforms in Austria:

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The Global Television Demand Report 2021

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  • Comprehensive platform market share benchmarks
  • Released each quarter covering 10 global markets
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