How streaming services have leveraged originals to capture demand share?

During its latest “Parrot Analytics LIVE” webinar, the researcher provided real evidence of which platforms are winning or losing the streaming war with their original content. Using its quarterly report highlights, the company analyzed the top platforms and shows in ten markets. In detail, based on audience demand for each platform's digital originals, the “Q2 2021 Global Television Demand” report analyzed the performance of Amazon Prime Video, Apple TV+, Disney+, HBO Max, Hulu, Netflix, and Paramount+ in Australia, Finland, Germany, Japan, Norway, Peru, Russia, Singapore, Spain and the United States.

First of all, Parrot Analytics revealed which where the most in-demand shows by market during the period. In the United States, Spain and Russia, Netflix’s “Stranger Things” was in first place. In the UAE, Australia and Germany, Disney+’s “The Falcon and the Winter Soldier” was in the top spot, while in Sangapore and Peru the first position was occupied by another Disney+’s hit: “WandaVision”. Lastly, in Norway and Finland, the most in-demand show was Hulu’s “The Handmaid’s Tale,” while in Japan it was YouTube’s “Fischer's and the Lost Treasure”.

With 48.3%, Netflix still has the largest demand share for originals. Although its difference with its most immediate competitor is notorious, the bad news for Netflix is that the second quarter of 2021 was its first time falling below 50%. That is because the newest platforms, such as Disney+, Apple TV+ or HBO Max are growing their share, as well as the older and more consolidated ones, such as Amazon Prime Video.

According to Parrot Analytics, total global demand for Netflix Originals has consistently grown over the past two years, although not as fast as demand for all other platforms’ originals. “The pie is still growing even if Netflix’s slice is shrinking,”  said Christofer Hamilton, Senior Insights Analyst at Parrot Analytics. “While demand share shows relative standing and ‘who’s winning,’ it glosses over an important point: the size of the streaming pie is still growing,”  he added.

Regarding premieres during Q2 2021, Parrot Analytics analyzed the first 30 days following the most popular shows’ premieres, and discovered that Disney+’s “Loki” tops this quarter as the most in-demand premiere, but falls short of its predecessors. Furthermore, the company noted that nine out of ten premieres were based on existing IP.