27 JUL 2021

THE POPULARITY OF APPLE TV+’S “TED LASSO” GROWS IN THE UNITED STATES

Season two of the Jason Sudeikis-fronted comedy debuted as one of the most in-demand TV shows in the United States and around the world over the weekend, according to Parrot Analytics’ data.

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"Ted Lasso"

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Apple TV+’s “Ted Lasso” is proving that positivity and optimism can pay off with massive audience demand. In fact, just ahead of Apple’s upcoming earnings report, season two of the Jason Sudeikis-fronted comedy debuted as one of the most in-demand TV shows in the United States and around the world over the weekend, according to Parrot Analytics’ data.

As of July 24, “Ted Lasso” was America’s eighth most in-demand overall show, generating 41.2x more audience demand than the average show in the United States. It was also the second most in-demand digital original in the country, just behind Disney+’s “Loki” (42.8x). Globally, “Ted Lasso” (44.9x) was the 18th most in-demand overall show, and the seventh most in-demand digital original.

Audience demand for the show’s debut has grown exponentially season over season, and “Ted Lasso” been a key driver of Apple TV+’s demand share growth in the United States and worldwide over the last year. With the show’s weekly release schedule - a strategy proven to build audience demand over time - Parrot Analytics expects to see these already impressive numbers to grow further over the coming weeks.

●   US TIME SHIFT ANALYSIS

Season two debuted to 38.7x the demand of the average show in the United States - a full 20 times more demand than the series’ season one debut, which got 1.9x the demand of the average show in the country.

Season one of “Ted Lasso” - released on a weekly schedule - steadily grew in demand during its first season, as audiences sought a positive refuge in the face of lockdown life and daily Covid news, topping out at 30.0x average demand the day after its season one finale. Season two’s debut demand was 29% higher than the peak demand during season one with American audiences, indicating new audiences kept discovering the show between seasons.

●   GLOBAL TIME SHIFT ANALYSIS

Globally, “Ted Lasso” is performing even better: season two debuted to 41.4x demand of average show worldwide, while season one debuted to just .5x the demand of the average show globally.

Global audience demand during season one of “Ted Lasso” peaked at 32.9x. Global demand for the season two debut was already 25.8% higher than its peak demand during season one, showing new global audiences also discovered the show in between seasons.

●   APPLE TV+ DEMAND SHARE

The demand share for Apple TV+’s digital originals - a key leading indicator of subscriber growth - has grown significantly since “Ted Lasso” debuted in August 2020, a trend the show is likely going to help push forward in the third quarter of 2021.

Internationally, in Q2 2021, Apple TV+ had 5.4% of the global demand share for all digital originals. This was fifth best of the major streamers, just behind Hulu (5.6%) and ahead of HBO Max (4.8%). A the same time, this represented a 54.3% improvement over Q3 2020, when “Ted Lasso” debuted, and when Apple TV+ was at 3.5% global demand share.

Domestically, in the second quarter of 2021 Apple TV+ had 5.3% demand share of US digital originals. This was sixth best of the major streamers, behind HBO Max (5.8%) and well ahead of Paramount+ (3.4%), and it also was a 26.2% improvement over Q3 2020, when US demand share was 4.2%.