mipcom 2017 market snapshot: north america · demand expressions®: total audience demand being...
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MIPCOM 2017 Market Snapshot: North America
Top SVOD titles and genre trends: Demand share and YoY growth
Top 10 North American SVOD titlesDiscover the most in-demand Digital Originals in North America for the year to date.
Demand Expressions® : Total audience demand being expressed for a title, within a market.
Top 10 SVOD titles in North America
1st January 2017 – 31st August 2017
Netflix titlesHulu titlesAmazon Video titles
0 1 2 3 4 5 6
Sense8
The Man In The High Castle
The Grand Tour
House Of Cards
Marvel's Iron Fist
Stranger Things
The Handmaid's Tale
Castlevania
Orange Is The New Black
13 Reasons Why
Demand Expressions per 100 capita
SVOD Genre TrendsHow is demand for each SVOD genre changing over time?
Demand Expressions® : Total audience demand being expressed for a title, within a market.
SVOD genre trends in 2017
1st January 2017 – 31st August 2017
0
100
200
300
400
500
600
700
800
1/8/2017 2/8/2017 3/8/2017 4/8/2017 5/8/2017 6/8/2017 7/8/2017 8/8/2017
Sum
of D
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d Ex
pres
sion
s pe
r 10
0 ca
pita
Top 5 North American Genres
Drama Comedy Action and Adventure Children Animation
0
50
100
150
200
250
300
350
1/8/2017 2/8/2017 3/8/2017 4/8/2017 5/8/2017 6/8/2017 7/8/2017 8/8/2017
Sum
of D
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d Ex
pres
sion
s pe
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0 ca
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Top 5 North American Subgenres
Comedy Drama Sci-fi Drama Superhero Series
Sitcom Historical Drama
Spotlight: United StatesHow is demand for each genre changing over time?
Demand Expressions® : Total audience demand being expressed for a title, within a market.
Size and growth of main genres in the US
2016 – 2017
0.75%
1.90%
2.35%
1.96%
44.67%
2.51%
25.35%
4.93%
6.27%
9.29%
Variety
Other
Reality
Horror
Drama
Documentary
Comedy
Children
Animation
Action and Adventure
US Share of Total Demand in 2017
297.11%
34.54%
395.99%
59.89%
80.89%
88.82%
55.56%
423.31%
79.51%
Variety
Reality
Horror
Drama
Documentary
Comedy
Children
Animation
Action and Adventure
US Projected Year-on-year Growth vs 2016
Demand Expressions® : Total audience demand being expressed for a title, within a market.
Size and growth of main genres in the US
2016 – 2017
Action and Adventure
Animation
Children
ComedyDocumentaryDrama
Horror
Reality
Sports
Variety
0.00%
50.00%
100.00%
150.00%
200.00%
250.00%
300.00%
350.00%
400.00%
450.00%
0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0% 45.0% 50.0%
Year
-on-
year
Gro
wth
vs
2016
(Pro
ject
ed)
Share of Total Demand in 2017 (Projected)
What is “demand” for content?
‘Demand’ for content is essentially the dictionary definition: it is the desire, engagement and viewership by consumers for a particular commodity. Demand for television content is what drives transactions and consumption on all platforms, such as linear TV, PayTV and SVOD services.
Consumers express their demand for television shows through a multitude of ‘demand expression’ platforms, including social media, video streaming, photo sharing, blogging and micro-blogging, fan and critic rating platforms, peer-to-peer protocols and file sharing sites.
We capture these expressions of demand from all of these sources, weight them according to how much demand they represent (a crucial step, unique to Parrot Analytics, which allows us to filter out the ‘noise’) and combine them into a single country-specific measure of demand.
The Demand Expressions® quantify the weighted audience demand for a title, in a market (regardless of which platform the title airs on)
NOW, WE CAN BEGIN TO UNDERSTAND TV CONTENT LIKE NEVER BEFORE
Global Demand Measurement
[email protected] 1 877 624 7109 parrotanalytics.com Twitter: @ParrotAnalytics
Parrot Analytics is a technology and data science company that measures global demand for television content. Its Demand Measurement System is leveraged by leading global media organizations to understand global demand for content across their (and their competitors’) portfolios, enabling them to increase the yield on their investments, acquisitions, marketing and distribution strategies to ultimately stand out in a crowded market through an unprecedented understanding of global content popularity.
Global Demand MeasurementCross-Platform, Country-Specific, Real-Time
Countries included in studyCanadaUnited States