In terms of original dramatic and comedy series content, Amazon is running far behind Netflix and HBO in terms of global online content demand it would appear.
Screen Daily has published the analysis of Parrot Analytics, a Los Angeles-based data-science company which analysed demand for the five most popular shows on HBO, Netflix and Amazon in the US, UK and Australia using the bespoke global content demand methodology of the firm.
The survey uses a multitude of online consumer and social media activity, allowing for more accurate data than traditional survey and panel-based linear measurement according to the firm.
The survey results in two scores – one is the Demand Rating metric (running from 0-100) that measures consumer demand for a single title across multiple markets. The second is the Demand Expressions metric which is culled from streaming sites, social media platforms, photo-sharing, peer-to-peer protocols, blogs, file-sharing platforms, wikis and informational sites and fan and critic rating sites.
The firm then averaged the Demand Rating and Demand Expressions metrics for fifteen titles from the three services across the three markets in September.
The result? Demand Ratings for the overall services were 68.7 for HBO, 64.02 for Netflix and 43.09 for Amazon in the United States; 68.26 for HBO, 64.25 for Netflix and 46.87 for Amazon in the United Kingdom; and 69.69 for HBO, 65.53 for Netflix and 46.83 for Amazon in Australia.
Program wise it was broadcast title that “Games Of Thrones” easily topped every market with 86.38 in the US, 87.13 in the UK and 84.65 in Australia, while Amazon titles occupied the bottom five slots in all three markets. In terms of Demand Expressions though, the closest thing to ratings the survey does, the top five for each country were:
U.S.: Game of Thrones, Narcos, Orange Is The New Black, True Detective, Silicon Valley
U.K.: Game of Thrones, Narcos, True Detective, Orange is the New Black, Ballers
Australia: Game of Thrones, Orange is the New Black, True Detective, Ballers, House of Cards
“Hand Of God” was the top Amazon show in the UK and Australia, but the pilot for the streaming service’s just released “The Man In The High Castle” series did numbers multiple times that of fully completed shows such as “Mozart In The Jungle”.
In short, Amazon still has a long way to go to be able to compete with Netflix or HBO, with ‘High Castle’ being the first series they’ve launched that might actually have enough popularity to break out of its niche.