Analysis: Strong demand for Apple TV+ originals

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Leading up to the highly-anticipated debut of Apple TV+ today (November 1st), global content demand analytics company Parrot Analytics is tracking pre-release demand for the new streamer’s original series, including See, For All Mankind, Dickinson and The Morning Show. According to pre-release demand data captured over the past seven days (October 21st-27th, 2019), the company found that the upcoming Apple TV+ shows are well ahead of the audience demand average across all TV shows in the United States over the same time period.

See and For All Mankind are already attracting 11.7 and 11.1 times more demand than the average TV show in the US ahead of launch, respectively. Dickinson has registered 3.3 times the demand average whilst The Morning Show has managed 1.8 times the average in the US over the past seven days.

Parrot Analytics also compared the pre-release US and global demand for Apple TV+’s four top series to that of other hit streaming shows. For example, US pre-release demand for the Apple TV+ series is tracking well ahead of that of Hulu’s first season of The Handmaid’s Tale in the week leading up to their respective premieres. In its analysis, the company compared the average US demand over the period (October 21st-27th, 2019) for the Apple TV+ series to The Handmaid’s Tale season 1 demand over the same seven day pre-premiere period (April 17th-23rd, 2017).

By comparing the pre-release demand for Apple TV+ series with the pre-release demand for the first season of The Handmaid’s Tale prior to its release Parrot Analytics has found that in the United States:

  • See is 897 per cent ahead of The Handmaid’s Tale in the lead-up to its S1 premiere.
  • For All Mankind is 842 per cent ahead of The Handmaid’s Tale in the lead-up to its S1 premiere.
  • Dickinson is 184 per cent ahead of The Handmaid’s Tale in the lead-up to its S1 premiere.
  • The Morning Show is 54 per cent ahead of The Handmaid’s Tale in the lead-up to its S1 premiere.

Conversely, Parrot Analytics also found that pre-release demand for The Handmaid’s Tale in most international markets in the five day period before it launched was well ahead of the pre-release demand seen in the five day period leading up to launch for the Apple TV+ series on a per capita basis.

“Based on the demand that we are seeing, Apple TV+ promotion of the series in the US has put them in a position to succeed domestically. However, they have to rapidly accelerate their international marketing if they hope to be a key player in the global Streaming Wars,” notes Courtney Williams, Head of Partnerships, Parrot Analytics. “The advantage of active and ongoing hardware penetration will be key domestically and should provide the necessary foundation to drive demand globally.”

For this overview, Parrot Analytics also compared the pre-release demand for Apple TV+ originals over the seven day period (October 21st-27th, 2019), with the pre-release demand for Netflix’s The Umbrella Academy (February 5th-11th, 2019). Umbrella Academy quickly became one of America’s most in-demand series after it launched on February 15, 2019. Parrot Analytics has found that For All Mankind‘s pre-release demand is 54 per cent ahead of the pre-release demand for The Umbrella Academy for the comparable seven day lead-up period.


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