This section of the Parrot Analytics MIP Cancun 2022 Whitepaper explores content trends across Argentina for the first half of 2022.
We reveal the market’s SVOD demand share by original platform for digital originals and also present our findings on the genre preferences of audiences here, the whitespace opportunities, and the top 20 overall most in-demand series across all platforms.
Which platform’s originals are most in-demand in Argentina?
- The demand share for Netflix originals has been steadily dropping in Argentina over
the last few years. By the end of the second quarter of 2022, Netflix’s share reached 33.3% of all digital original demand, the smallest share for Netflix among LATAM markets in this report.
- Disney+ has been gaining ground in Argentina. The share of demand for their originals
in this market grew from 12.9% in June 2021 to 15.1% in the first half of 2022.
• Amazon Prime Video had a larger share of demand in Argentina than in any market analyzed in this report. This platform is behind only Netflix and Disney+ in terms of demand share in Argentina.
• Argentina is also the market in this report where HBO Max has the larger share of demand 11.0%.
How do Argentina Genre Preferences compare to the Global Average?
• To highlight key market specific taste differences, we compare the market share of demand by genre to the global average share.
• Argentinian audiences stand out as drama lovers. This market gives the largest share of demand to dramas of the markets in this report which is a 6.3% greater share of demand for this genre than the global average.
• Conversely, Argentina was the market least interested in Reality content in this report. Audiences here gave a 35.9% smaller share of demand to this genre compared to the global average.
Where are there Whitespace opportunities to satisfy demand in Argentina?
• This analysis compares the supply of of titles with the average demand for a microgenre to reveal opportunities where high demand has yet to be filled.
• As with all the markets we looked at, superhero series and shows with an anthology format are areas of content with well above average demand but low supply.
• Westerns and satires are uniquely undersupplied in Argentina while talk-show and sitcoms are saturated here.
Top Series in Argentina
Here are the top 20 most in-demand series for the first half of the year in Argentina across all platforms and networks: