Research 1 NOV 2019

PARROT ANALYTICS TRACKED HIGH DEMAND FOR APPLE TV+ ORIGINALS

In its latest research, Parrot Analytics found that the upcoming Apple TV+ shows are well ahead of the audience demand average across all TV shows in the United States over the same time period.

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Leading up to the highly anticipated debut of Apple TV+ this Friday, November 1, Parrot Analytics tracked pre-release demand for the new streamer’s original series, including “See,” “For All Mankind,” “Dickinson,” and “The Morning Show”.

According to pre-release demand data captured from October 21-27, the company found that the upcoming Apple TV+ shows are well ahead of the audience demand average across all TV shows in the United States over the same time period.

“See” and “For All Mankind” are already attracting 11.7 and 11.1 times more demand than the average TV show in the U.S. ahead of launch, respectively. “Dickinson” has registered 3.3 times the demand average whilst “The Morning Show” has managed 1.8 times the average in the U.S. over the past seven days.

Parrot Analytics also compared the pre-release U.S. and global demand for Apple TV+'s four top series to that of other hit streaming shows. For example, U.S. pre-release demand for the Apple TV+ series is tracking well ahead of that of Hulu’s first season of “The Handmaid's Tale” in the week leading up to their respective premieres. In its analysis, the company compared the average U.S. demand over the period October 21-27, 2019 for the Apple TV+ series to “The Handmaid's Tale” season 1 demand over the same seven day pre-premiere period (April 17-23, 2017).

By comparing the pre-release demand for Apple TV+ series with the pre-release demand for the first season of “The Handmaid’s Tale” prior to its release, Parrot Analytics has found that in the United States: “See” is 897% ahead of “The Handmaid's Tale” in the lead-up to its S1 premiere, “For All Mankind” is 842% ahead, “Dickinson” is 184% ahead and “The Morning Show” is 54% ahead.

“Based on the demand that we are seeing, Apple TV+ promotion of the series in the U.S. has put them in a position to succeed domestically. However, they have to rapidly accelerate their international marketing if they hope to be a key player in the global streaming wars,” noted Courtney Williams, Head of Partnerships at Parrot Analytics. “The advantage of active and ongoing hardware penetration will be key domestically and should provide the necessary foundation to drive demand globally,” he added.

Apple TV+ promotion of the series in the U.S. has put them in a position to succeed domestically” Courtney Williams Head of Partnerships at Parrot Analytics

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