Image: The Umbrella Academy, Netflix
At Parrot Analytics we base our audience demand measurement on global TV demand data, able to quantify demand across all platforms including SVOD/OTT. Our weighted global TV demand data leverages comprehensive and global sources to produce the industry-leading cross-platform global TV demand measurement rating that we refer to as Demand Expressions (DEx).
In this article, we will investigate which SVOD-first television series, as well as linear TV series, are currently the most in-demand in the US domestic market. As always, Parrot Analytics’ global TV demand data is used to power these charts.
The premiere of Netflix’s The Umbrella Academy on February 15th was enough to propel the comic book adaptation drama into the No. 1 position on the digital originals chart for the week ending February 23rd. American audiences drove demand high, and we believe that Netflix will take advantage of this original IP, much like with the universe of Stranger Things (ranked No. 3) and The Dragon Prince (more on that later).
Demand for The Umbrella Academy roughly tripled compared to the prior week as shown by Parrot Analytics data. The alternative superhero drama, starring Ellen Page and Tom Hopper, also appeared in the overall chart also as a result of its high demand.
DC Universe’s Doom Patrol (ranked No. 2), which also launched on the same day as The Umbrella Academy, has approximately 28 million Demand Expressions, 13 million average daily Demand Expressions fewer compared to the Netflix title. Doom Patrol is the third title from the DC Universe streaming service which had its new titles frequently appearing in our digital chart over the last couple of months. We expect both of these alternative superhero titles to maintain a hold on top chart positions over multiple weeks to come.
Elsewhere on the chart, The Dragon Prince ranks as the sixth most in-demand Digital Original series in the U.S. after that show’s new season was released on February 15th. The fantasy computer-animated series from Netflix is set in a mystical world where humans and elves are in conflict. Audiences were clearly eager to get a look at The Dragon Prince‘s new diverse story lines as the show gained 108% more demand compared to last week.
Rounding out the top ten, Netflix‘s One Day at a Time is the only half-hour comedy on the chart. This is followed by The Handmaid’s Tale from Hulu, with a ninth-place finish. The chart ends with the recently cancelled Marvel’s The Punisher with 22.6 million daily average Demand Expressions.
In the overall chart that includes digital originals, broadcast, cable and all other titles, TV Demand for scripted shows produced mixed results as they are airing their winter 2019 episodes. While NBC’s Brooklyn Nine-Nine (ranked 5th), ABC’s Grey’s Anatomy (which shot up to No. 7 from No. 9 from the previous week) all rose in both demand and chart placement, CW’s The Flash actually fell 5% in demand compared to last week, although it remains on the chart as the US’s eight most in-demand title. The top three titles remained the same as last week.