September 7th 2021

Audience demand
The true indicator of
subscriber growth

Confidential | Parrot Analytics 2021 All Rights Reserved

Today’s Narrative
• Uncovering total available audiences
globally

• The opportunity for Nordic content

that travels

• What contributes to and can define a

global hit?

• Assessing a titles value to a service or

platform

• The latest research on audience demand

for binge vs weekly drop schedules

• Learnings and 5 key takeaways

2 Confidential | Parrot Analytics 2021 All Rights Reserved
Three Show launches in Spain - Local Market
Performance Inconclusive
Linear Ratings in Spain – Audience in Millions

La Casa De Papel (Money Heist)

Audience in Millions

La Catedral Del Mar

C

Matadero

Episode

3 Confidential | Parrot Analytics 2021 All Rights Reserved

‘Demand’ is a leading indicator of Future Success

Linear ratings in millions of households

Demand in millions of demand expressions
Demand

La Casa De Papel (Money Heist)

Audience in Millions

C La Catedral Del Mar

Matadero

LINEAR RATINGS

Episode

4 Confidential | Parrot Analytics 2021 All Rights Reserved

 Share of global Demand for original programming
Q1 2020 – Q2 2021

Q1 2020

Q2 2020

Q3 2020

Q4 2020

Q1 2021

Q2 2021
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Netflix Amazon Prime Video Hulu Disney+ Apple TV+ HBO Max Paramount + Others

Methodology note: Share of global demand for original programming

 Share of Demand for Original Programming
Nordics, Q1 2020 – Q2 2021
Q1 2020

Q2 2020

Q3 2020

Q4 2020

Q1 2021

Q2 2021
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Netflix Amazon Prime Video Hulu Disney+ Apple TV+ HBO Max Paramount + Others

Methodology note: Share of demand for digital original series in the Nordics region (Sweden, Finland, Norway, Denmark, Iceland) by original platform.
 We live in an attention economy

7 Confidential | Parrot Analytics 2021 All Rights Reserved

 We Built the Answer to the Question

What Content do People Want Around the World?

1 2 3

Capture over 2 billion people Extract the signal Provide the leading
interacting with content online from the noise content demand system

Downloading / Demand System:

Streaming
Higher
Creative Participation
Blogging Photo
Sites Sharing Sites
Active Consumption

Deep Research

Social Encouragement
Social Video
Media Streaming Public Posting
Sites
Expressing an Opinion

Subscribing to Updates
Fan & Critic Microblogging
Rating Sites Sites Indicating Interest

Wikis & Passive Impressions In all In all Across

Lower
Informational Sites markets languages platforms

8 Confidential | Parrot Analytics 2021 All Rights Reserved

 What is the opportunity
for Nordic content?

9 Confidential | Parrot Analytics 2021 All Rights Reserved

When we add up our billions of signals, the US makes up a 10% share of all
content demand followed by the UK (5%) & Canada with 4%

10 Confidential | Parrot Analytics 2021 All Rights Reserved

Sweden is the market within the region that expresses the highest demand for
content with 40% followed by Norway (24%) and Denmark (16%) respectively

11 Confidential | Parrot Analytics 2021 All Rights Reserved

Sweden also represents 17% share of the global demand for Nordic content
followed by Russia with 6%!

12 Confidential | Parrot Analytics 2021 All Rights Reserved

 Differences in the regional demand for content on a genre level can reveal key
overarching cross-market differences e.g. Animation over-indexing in Finland

E.g. There is higher

demand for drama
in Sweden vs.
Denmark which
shows a stronger
share for Reality
and Action and
Adventure

13 Confidential | Parrot Analytics 2021 All Rights Reserved

Drama over-indexes for Nordic produced content vs. the global average
Children's content also produces a higher share driven by a lack of productions from some other genres and the global
success of a handful of titles – in particular; Lego Ninjago and Angry Birds

14 Confidential | Parrot Analytics 2021 All Rights Reserved

Demand for Nordic content by sub-genre

15 Confidential | Parrot Analytics 2021 All Rights Reserved

Crime Drama and Thriller (Nordic Noirs) make-up 43% of Nordic productions
and heavily over-index vs. the WW average (12%)

16 Confidential | Parrot Analytics 2021 All Rights Reserved

Comedy and Mystery drama are two others to pick-out where Nordic content
cuts through

17 Confidential | Parrot Analytics 2021 All Rights Reserved

13 sub-genres make up over 50% of all content demand vs. just 3 for Nordic
content implying there could be potential for other sub-genres

13
52%

3
52%

18 Confidential | Parrot Analytics 2021 All Rights Reserved

How market demand varies for Nordic content relative to the average

Markets that land in this space

Markets that under-index are more
represent a key potential
westernised / have generally higher
growth area for Nordic content
Increased Share of Demand for all content

production houses of content.

Could be potential, given the right

Nordic content offering

Markets that typically present a

low share of demand for content Over-indexing markets but
in general and also under-index generally have a lower overall
for Nordic original content average reach

Increased demand in Nordic content (relative to the average)

19 Confidential | Parrot Analytics 2021 All Rights Reserved

What contributes
to, and can define a
global hit?

20 Confidential | Parrot Analytics 2020 All Rights Reserved

I just need to get it onto an international streamer, right? Nope..

Amazon prime video

Apple tv+

Cbs All Access

Disney+

Hbo max
C
hulu

netflix

peacock

showtime

starz

Dates considered : 2020

21 Confidential | Parrot Analytics 2021 All Rights Reserved

Different shows lend themselves to individual Demand
mixes – Those which exhibit more overall Demand perform well
across all buckets

Consumption Social Video Social Media Research

Display Main Genre Sub Genre United States

Name

Which the exception of Peppa

Pig which skews social video,
more in-demand shows
usually have a higher social
and research share.
C
Reality formats such as Love
Island return a higher social
share.

Shows based on real life

events skew to research

22 Confidential | Parrot Analytics 2021 All Rights Reserved

‘The Queens Gambit’ is a perfect example of new IP exploiting all
of our Demand buckets to become a global hit

1. Word-of-mouth initial spread

2. Must-talk & Research it

3. Buzz First, Watch Later

C
Research

Social

Consumption

23 Confidential | Parrot Analytics 2021 All Rights Reserved

How can I assess my
titles value to a platform

24 Confidential | Parrot Analytics 2021 All Rights Reserved

Initially – Our data suggested The Mandalorian struggled with
concurrent consumption to other Disney+ content

Total shows within the top 25 concurrently consumed that also exist on the native network:

10 25 4 25
0 25

40% of the top 25 titles with the 16% of the top 25 titles with the 0% of the top 25 titles with the
highest affinity to The Witcher highest affinity to The Morning highest affinity to The
were on Netflix Show were on Apple TV+ Mandalorian were on Disney
25 Confidential | Parrot Analytics 2021 All Rights Reserved
‘WandaVision’ viewers overlapped with ‘The Mandalorian’ viewers but
‘The Falcon And The Winter Soldier’ has the highest retention rate of the
three

Season 1: Nov 2019 Season 1: Jan 2021 Season 1: March 2021

0 25
1 25
4 25

0% of the top 25 titles with the 4% of the top 25 titles with the highest 16% of the top 25 titles with the highest
highest affinity to The Mandalorian on affinity to WandaVision on Disney+ affinity to The Falcon And The Winter
Disney+ Soldier on Disney+

26 Confidential | Parrot Analytics 2021 All Rights Reserved

Latest release ‘Loki’ has the highest retention rate of the Disney+ tentpoles with an
increased choice of content for subscribers compared to when Disney first launched

Feb 2021
Season 1: Nov 2019 Season 1: Jan 2021 Season 1: March Season 1: June 2021
2021

0 1 25
4 25
5 25
25

0% of the top 25 titles 4% of the top 25 titles 16% of the top 25 titles 20% of the top 25 titles
with the with the highest with the highest with the highest
highest affinity to The affinity to affinity to The Falcon affinity to Loki on
Mandalorian on WandaVision on And The Winter Disney+
Disney+ Disney+ Soldier on Disney+

27 Confidential | Parrot Analytics 2021 All Rights Reserved

The introduction of STAR has recently helped to retain viewers
coming in for Disney+ tentpoles

Feb 2021

Season 1: Season 1:
Jan 2021 March 2021

28 Confidential | Parrot Analytics 2021 All Rights Reserved

‘This is the way’. Since the STAR launch, The Mandalorian’s retention
capability has also increased

Post STAR launch Titles showing the highest affinity / shared viewership since the launch of star

The top 25 titles with the

highest affinity to The Mandalorian on
Disney+

29 Confidential | Parrot Analytics 2021 All Rights Reserved

Mapping out content to uncover where it is most likely to hit
business objectives

GoT is a key demand driver with a slightly lower than

average retention score – acquiring content with a high
affinity to GoT can help hold onto subscribers

Key retention
drivers

Ramy could be
Titles which exhibit instrumental in
traits that present reducing churn
a higher risk of
churn

30 Confidential | Parrot Analytics 2021 All Rights Reserved

Binge or weekly drop – What
are the latest data driven
facts on engagement?

31 Confidential | Parrot Analytics 2021 All Rights Reserved

Binge or weekly drop – What are the latest data driven facts on
engagement?

• 2019 was a turning point for

streamers moving away from the
binge model. This was the first time
that demand for weekly release
originals exceeded supply

• Since then, the number of digital

originals released on a weekly
schedule has increased, but not as
fast as demand for these shows has
grown
How Amazon experimented with the release schedule of ‘The Expanse’

Weekly drop

Binge release

Linear release
 Does demand for binge releases decay more quickly?

Average Daily Demand for Binge Releases

Chart Title
Normalized Demand

0 5 10 15 20 25 30 35 40 45 50 55 60
Days From Premiere

2019 2020 2021

34 Confidential | Parrot Analytics 2021 All Rights Reserved

 Does demand for binge releases decay more quickly?
Binge releases now have a shorter half-life
Average Daily Demand for Binge Releases
Chart Title
Normalized Demand

0 5 10 15 20 25 30 35 40 45 50 55 60
Days From Premiere

2019 2020 2021

35 Confidential | Parrot Analytics 2021 All Rights Reserved

Five Takeaways From
Today’s Session
• Strategy of locally produced tentpole programming
is working, beware the newcomers

• When commissioning, our data suggests there is

demand worldwide for genres other than crime
drama and thriller

• Use catalogue overlap and local demand to work out

what a piece of content can do in each region

• Choose your release schedule carefully based on

audience engagement objectives

• Be aware of the genres and sub genres in demand

when prioritising international sales by market

36 Confidential | Parrot Analytics 2020 All Rights Reserved

‘Great stories
always travel’
Contact:

steve@parrotanalytics.com

37 Confidential | Parrot Analytics 2020 All Rights Reserved