Global Demand for Game of Thrones Analytics - GOT...Game of Thrones Season-on-Season demand analysis...

Copyright © 2019 Parrot Analytics Limited. All rights reserved.

Global Demand for Game of Thrones

Games of Thrones: 2019 Global TV Demand Analysis – Parrot Analytics Copyright © 2019 Parrot Analytics Limited. All rights reserved.Copyright © 2019 Parrot Analytics Limited. All rights reserved.

Global Launch Day Analysis

Global demand for Game of Thrones

April 14, 2019

Games of Thrones: 2019 Global TV Demand Analysis – Parrot Analytics Copyright © 2019 Parrot Analytics Limited. All rights reserved.

| Demand Expressions : Total audience demand being expressed for a title, within a market.

April 14, 2019

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Game of Thrones Global Launch Day Analysis

Global

• Out of 100+ markets under measurement, Game of Thrones (GOT) was most in-demand in the United States on a per capita basis.

• 55% ahead of the UK

• 99% ahead of France

• 106% ahead of Canada

• 111% ahead of Australia

• 156% ahead of Germany

• 251%+ ahead of Brazil

• 2,100%+ ahead of China


Country specific demand evolution

30 day timeseries comparing GOT demand in selected markets

April 14, 2019



March 16 to April 14, 2019

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Game of Thrones Global Launch Day Analysis

Global

• In six selected markets, overnight demand increased the most in the United States (+37%) in the lead up to premiere day.

• Demand increased by 35% in the UK.

• In China, demand only jumped by 17% overnight.


Game of Thrones Season-on-Season demand evolution

Comparing demand for GOT during Season 6, 7 and 8 for 20 weeks before, and 15 weeks after the premiere.





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Game of Thrones Season-on-Season demand analysis

United States

• This chart shows the pre-season 8 demand in this market for Game of Thrones (orange line) vs its demand during/after season 7 (green line) and season 6 (blue line).

• During the lead-up to the premiere of season 8, the chart clearly shows that demand for the last season of Game of Thrones is significantly higher than during any of the prior two seasons.

• Launch day demand for season 8 is 6.2 times higher than launch day demand for season 7.




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United Kingdom

• During the lead-up to the premiere of season 8, the chart clearly shows that demand for the last season of Game of Thrones is significantly higher than during any of the prior two seasons.





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France

• During the lead-up to the premiere of season 8, the chart clearly shows that demand for the last season of Game of Thrones is higher than during any of the prior two seasons.





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Germany

• During the lead-up to the premiere of season 8, the chart clearly shows that demand for the last season of Game of Thrones is higher than during any of the prior two seasons.





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Brazil

• During the lead-up to the premiere of season 8, the chart clearly shows that demand for the last season of Game of Thrones is marginally higher than during any of the prior two seasons.





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China

• During the lead-up to the premiere of season 8, the chart clearly shows that demand for the last season of Game of Thrones is significantly lower than during any of the prior two seasons.

• Launch day demand for season 8 is 2.7 times lower than launch day demand for season 7.


| Demand Expressions : Total audience demand being expressed for a title, within a market.13


NOTE:

For the 5 preceding slides we have also marked 5 Game of Thrones "marketing events" on the orange pre-season 8 demand curve with a “C”: These 5 events have impacted on the demand for Game of Thrones in each market, and are as follows:

• Dec 6, 2018 – Teaser trailer 1 (~ 19 weeks ahead of the S8 premiere)

• Jan 13, 2019 – Teaser trailer 2 release (~ 13 weeks ahead of the S8 premiere).

• Feb 4, 2019 – GOT Super Bowl ad (~ 10 weeks ahead of the S8 premiere).

• Mar 5, 2019 – Full official trailer release (~ 6 weeks ahead of the S8 premiere).

• Apr 1, 2019 – Release of "Together" and "Survival" trailers and then the "Aftermath" trailer one day later (~ 2 weeks ahead of the S8 premiere).


Launch day analysis of Game of Thrones – Part 1

Market-Specific Drama Rankings

April 14, 2019



April 14, 2019

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Unites States Launch Day Analysis: Games of Thrones vs best performing dramas

United States

• On launch day, GOT amassed 8.6 times more demand than next most in-demand drama in the United States, The Walking Dead.

• GOT attracted over 12 times more demand than the best performing SVOD drama original, Hulu’s The Act.



April 14, 2019

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Unites Kingdom Launch Day Analysis: Games of Thrones vs best performing dramas

United Kingdom

• On launch day, GOT amassed 7.6 times more demand than next most in-demand drama in the United Kingdom, Doctor Who.

• GOT attracted over 10.3 times more demand than the best performing SVOD drama original, CBS All Access’ Star Trek: Discovery.



April 14, 2019

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France Launch Day Analysis: Games of Thrones vs best performing dramas

France

• On launch day, GOT amassed 6.5 times more demand than next most in-demand drama in France, The Walking Dead.

• Over 11.5 times more demand than the best performing SVOD drama original, Hulu’s The Handmaid’s Tale.



April 14, 2019

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Germany Launch Day Analysis: Games of Thrones vs best performing dramas

Germany

• On launch day, GOT amassed 6.2 times more demand than next most in-demand drama in Germany, The Walking Dead.

• Over 7.3 times more demand than the best performing SVOD drama original, CBS All Access’ Star Trek: Discovery.



April 14, 2019

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Brazil Launch Day Analysis: Games of Thrones vs best performing dramas

Brazil

• On launch day, GOT amassed 3.3 times more demand than next most in-demand drama in the Brazil, Grey’s Anatomy.

• Almost 7 times more demand the best performing SVOD drama original, Hulu’s The Handmaid’s Tale.



April 14, 2019

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China Launch Day Analysis: Games of Thrones vs best performing English language dramas

China

• In China, GOT only managed to command 10% more demand than the next most in-demand drama, The Good Fight.

• GOT attracted only 27.2% more demand than the best performing streaming original, Netflix’s Love, Death and Robots.

• Despite not airing any new seasons recently, on April 14 HBO’s Westworld managed to drive 81.3% of GOT’s demand.


Launch day analysis of Game of Thrones – Part 2

Local market demand distribution of top drama titles

April 14, 2019



April 14, 2019

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Unites States Launch Day Analysis: Demand distribution of best performing dramas

United States

• On premiere day GOT generated 431 times more demand than the average TV series in this market.

• This easily puts Game of Thrones into the top 0.01% of “Exceptional” TV series in this market.

• The 5 next-most in-demand dramas have been plotted on the demand distribution curve as well for comparison.



April 14, 2019

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Unites Kingdom Launch Day Analysis: Demand distribution of best performing dramas

United Kingdom






April 14, 2019

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France Launch Day Analysis: Demand distribution of best performing dramas

France






April 14, 2019

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Germany Launch Day Analysis: Demand distribution of best performing dramas

Germany






April 14, 2019

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Brazil Launch Day Analysis: Demand distribution of best performing dramas

Brazil






April 14, 2019

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China Launch Day Analysis: Demand distribution of best performing dramas

China


• This means that Game of Thrones “only” makes it into the top 0.03% of “Outstanding” TV series in this market.



What is “demand” for content?

‘Demand’ for content is essentially the dictionary definition: it is the desire, engagement and viewership by consumers for a particular commodity. Demand for television content is what drives transactions and consumption on all platforms, such as linear TV, PayTV and SVOD services.

Demand Expressions®

Demand Expressions quantify the weighted audience demand for a title, in a market (regardless of which platform the title airs on)

▶Consumers express their demand for television shows through a multitude of ‘demand expression’ platforms, including social media, video streaming, photo sharing, blogging and micro-blogging, fan and critic rating platforms, peer-to-peer protocols and file sharing sites.

▶We capture these expressions of demand from all of these sources, weight them according to how much demand they represent (a crucial step, unique to Parrot Analytics, which allows us to filter out the ‘noise’) and combine them into a single country-specific measure of demand.

NOW, WE CAN BEGIN TO UNDERSTAND TV CONTENT LIKE NEVER BEFORE

Global TV Demand Measurement

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Copyright © 2019 Parrot Analytics Limited. All rights reserved.

About Parrot Analytics

Parrot Analytics is a data science company that empowers media & entertainment companies, brands and agencies to understand global audience demand for television content. Wielding the world’s largest audience behavior data sets, the company has developed the world’s only global cross-platform, country-specific audience demand measurement system.

Parrot Analytics captures an unprecedented spectrum of actual fan and audience behavior including video streaming consumption, social media, blogging platforms, file-sharing and peer-to- peer consumption spanning 100+ countries. This enables media companies, for the very first time, to understand audience demand for content across all content distribution platforms in all markets around the world.

Parrot Analytics’ leadership includes a group of media industry executives, creatives and scientists who believe in the magic of content and the impact it has on people’s lives. The company is on a mission to connect content creators and consumers by enabling data-driven decisions across the industry.

For more information, visit www.parrotanalytics.com

Global Demand for Game of Thrones Analytics - GOT...Game of Thrones Season-on-Season demand analysis...

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