Which OTT platform is delivering more hits with its original content?

So far in 2023, Apple TV+ stands out with both US and global audiences in terms of having the highest percentage of shows with demand greater than 2x the market average. These shows would be in the top 11.5% of TV series across all platforms, according to the latest data from Parrot Analytics, which also reveals that more than half of Apple TV+ originals (50.8%) generate US demand at or above this level, well ahead of second place Paramount+ at 41.4%.

Parrot also noted that it is the same top two globally, with Apple TV+ (46.9%) enjoying an even bigger lead over second place Paramount+ at 32.7%. Breaking it down further, Apple TV+ has the highest percentage of exceptional hits – shows in the top 0.2% of series – with US audiences (0.8%), while Paramount+ is number one globally (2.9%).

Furthermore, 20.8% of Apple TV+’s Originals hit Parrot Analytics’ Outstanding demand with US audiences, meaning more than a fifth of Apple TV+ Originals are among the top 2.9% of TV series across all platforms, while Paramount+ is in a very close second place in this category at 20.2%. Internationally, 20.0% of Apple TV+’s series hit Outstanding demand, with Paramount+ also second at 15.4%.

Apple TV+’s top global series included “Ted Lasso,” “Silo,” and “Severance.” Meanwhile, Paramount+’s investment in “Star Trek” and “Taylor Sheridan” is paying off, with “Strange New Worlds,” “Picard,” and “Tulsa King” generating the most global audience demand among the platform’s originals.

While “Stranger Things” is the most in-demand streaming original Parrot Analytics has ever measured, Netflix stands out in the percentage of originals with average demand (0.1x-2x), with 68.5% in the United States and 76.6% globally. Netflix’s originals catalog is nearly 12x larger than Apple TV+’s, and nearly 15x higher than Paramount+’s.

“This data provides a glimpse into which streamers may be providing consumers with the most bang for their streaming buck. While Netflix has the highest volume of originals, proportionally it is not creating highly in-demand shows at the same rate. Meanwhile, streamers with a smaller output — Apple TV+, Paramount+ and Peacock — are doing a better job of releasing series that are resonating with audiences, on a per capita basis,”  Parrot Analytics concluded.