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Documentary Business

Peter Hamilton Consultants, Inc

NETFLIX DOCUMENTARIES, GERMANY : Formula 1 leads the Top 20 Originals in 2019 from Parrot Analytics. Compare Demand for Documentaries with Scripted Originals like Black Mirror

This post covers the online demand for Netflix Original Documentaries in Germany.

I also compare the demand for Netflix documentaries with the streamer’s Scripted Original hits like Black Mirror.

Measuring Audience Demand:

  • The data is provided by research firm Parrot Analytics which measures online audience demand for programs across all platforms.
  • Today’s post continues my series on Netflix’s Top 20 Original Documentaries.
  • Parrot Analytics has generously shared their proprietary data on the Top 20 Documentary and Scripted Originals on Netflix in the U.S., UK, France, Germany & Australia.

Top 20 Netflix Documentary Originals
Germany
Demand Expressions / Capita
January 1 – July 7, 2019

RankTitle Daily Demand
1Formula 1: Drive To Survive            0.7463
2Making A Murderer            0.7385
3The Chef Show            0.6931
4Wild Wild Country            0.5622
5Last Chance U            0.4682
6Abstract: The Art Of Design            0.4532
7Our Planet            0.4304
8Chef’s Table            0.3052
9Sunderland ’til I Die            0.2014
10Conversations With A Killer: The Ted Bundy Tapes            0.1665
11Street Food            0.1330
12Drug Lords            0.1238
13The Confession Tapes            0.1134
14Dirty Money            0.1047
15Dark Tourist            0.0953
16Ugly Delicious            0.0912
17Evil Genius: America’s Most Diabolical Bank Heist            0.0866
18Cricket Fever: Mumbai Indians            0.0842
19Larry Charles: The Dangerous World Of Comedy            0.0821
20The Staircase            0.0730

PETER’S TAKEAWAYS

  • Parrot’s Demand Expressions® is a very useful and widely subscribed tool for programmers to value the online impact of programs, content brands and genres.
  • Demand Expressions® is a valuable workaround for Netflix’s notorious black hole for information about its audience.
  • Note that measures of online engagement deliver strategic and commercial insights, but they don’t sell soap powder like the data syndicated by the Nielsen-type ratings services.

Inventory Problems

  • The findings reveal an overwhelming similarity with the other markets covered here in my recent posts.
  • That’s a strong indicator of Netflix’s thin pipeline and shallow reservoir of programs.
  • That is particularly the situation for locally-appealing content.
  • The only title that I see that is unique to the German list is Cricket Fever (#18). Who knew that Germans are wild about the IPL?

Here Comes the Mouse!

  • Netflix’s shallow inventory also points to the advantage that Disney‘s SVOD service will enjoy at launch.
  • Disney is a corporate machine that is stacked with powerful entertainment brands across multiple content categories, from Star Wars to Donald Duck to Nat Geo.
  • Netflix is spending billions on content — including documentaries — to preserve its powerful 1st-to-market dominance.
  • But much of its spend seems to be hurried.
  • As a 10 year old online enterprise, Netflix lacks Disney’s powerful programming franchises that stretch across generations and territories.
  • My gut sends more and more messages that the Netflix bubble may go ‘POP!” when Disney, Apple, HBO Max and others come to market.

How to Prepare for Your Netflix Pitch

Thanks to my Editorial Assistant: Christine Watson

Top 20 Netflix Scripted Originals
Germany
Demand Expressions / Capita
January 1 – July 7, 2019

RankTitle Daily
Demand 
Scale
Difference
1Stranger Things              5.30847.1
2Lucifer              5.12026.9
3Black Mirror              3.42694.9
4Narcos              3.09995.5
513 Reasons Why              2.59075.5
6House Of Cards              2.49665.5
7Love Death And Robots              2.30025.3
8Dogs Of Berlin              2.26907.4
9The OA              2.258711.2
10Designated Survivor              2.166513.0
11Travelers              1.777913.4
12La Casa De Papel (Money Heist)              1.676813.5
13Dark              1.542913.6
14When They See Us              1.501814.3
15Lemony Snicket’s A Series Of Unfortunate Events              1.188612.5
16You              1.178012.9
17The Society              1.112712.8
18Altered Carbon              1.106113.1
19The Haunting Of Hill House              0.964111.7
20Sense8              0.943612.9

Demand Expressions®

  • Demand Expressions® is the global TV measurement standard developed by Parrot Analytics that represents the total audience demand being expressed for a title within a market.
  • Audience demand reflects the desire, engagement and viewership, weighted by importance.
  • A stream/download is a higher expression of demand than a ‘like’/comment.

About Parrot Analytics

  • Parrot Analytics is the leading global content demand analytics company for the multi-platform TV business. With the world’s largest TV audience demand datasets, the company currently tracks more than 1.5B daily expressions of demand in over 100 languages from 200+ countries to reveal the content consumers engage with and watch the most across platforms.
  • Parrot Analytics is a trusted partner to some of the biggest media companies and content creators in the world, helping them optimize content workflows in real time. Partnering with companies across the entire content supply chain, from agencies to global direct-to-consumer platforms, Parrot Analytics helps drive better production, distribution, acquisition and marketing decisions, as well as increased subscriber growth and retention.
  • The company has offices in Los Angeles, New York, London, Singapore and Auckland. Connect with us on YouTube, LinkedIn and Twitter.
  • For more information, see www.parrotanalytics.com.