Image: American Vandal, Netflix
Parrot Analytics’ television data measurement system is genuinely cross-platform, which means we measure the total TV series popularity across SVOD, TVOD, AVOD, broadcast and linear television networks. Our demand measurement platform considers a wide breadth of global data sources daily, one Billion individual daily data point inputs, resulting in the industry-leading cross-platform demand measurement metric that we refer to as Demand Expressions.
This week in the U.S. domestic market for digital originals, Netflix’s American Vandal more than doubled in demand compared to last week as audiences continue to engage with the latest season. Season two of the true-crime satire series (ranked #46 in the week prior) launched on September 14th with a viral campaign. Elsewhere in the digital originals chart Stranger Things has continued to be the most in-demand title for the second week in a row with 36.7 million Demand Expressions®.
Our global television demand data also reveals that the perennially popular digital original series BoJack Horseman, The Handmaid’s Tale and Marvel’s Daredevil all rose in rank in the US compared to last week. Additionally, we have once again observed the typical franchise flow-on effects found elsewhere, also typical for Netflix/Marvel title launches, where demand for one series appears to be driving demand for another: Audiences have now had enough time to digest the latest iteration of Iron Fist, and in preparation of Daredevil‘s launch in the third week of October, it appears U.S. consumers are now catching up on Daredevil season 2 ahead of next season’s launch.
We have also seen demand for Netflix’s adored animated comedy BoJack Horseman rise 40% compared to the prior week on the back of its fifth season, which premiered on September 14th, the same day as season two of American Vandal.
In the week ending September 22nd, there is a bit of “tranquility” in our overall chart as more established drama titles are returning to the start of the 2018-19 broadcast TV season. FX’s American Horror Story has come up as #1 again, but demand has dropped slightly compared to last week. America’s Got Talent and Game of Thrones both jumped in rank to become the second and third in-demand title, respectively, despite being on hiatus.
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.