Drama is by far Singapore’s favourite genre, according to data science platform Parrot Analytics’ “Global Television Demand Report for Q2 2021”. By title, there’s also a clear winner: Disney+. WandaVision, The Falcon and the Winter Soldier and The Mandalorian were Singapore’s top shows in Q2 2021, followed by three from Amazon Prime Video – The Boys, Invincible and The Expanse. Together with Loki, the latest data gives Disney+ four of the top 10 digital original series in Singapore for April, May and June this year. Netflix’s three spots were 7th (Lucifer), 9th (Black Mirror) and 10th (Stranger Things). On the top 20 list, demand expands to include Apple TV+’s For All Mankind, and HBO Max’s The Handmaid’s Tale, which streams on local WarnerMedia platform, HBO Go and placed 15th.    

Digital original series genre demand share in Q2 2021:

The share of demand for action/adventure originals was the second highest of all the markets in this report. With a 23.9% share, Singapore was one of four markets in the world that had a greater than 20% demand share for action/adventure.

10 most in-demand subgenres for digital originals in Q2 2021:

Animated superhero series, Invincible, was more in-demand in Singapore than in any other of the 100+ countries covered in this report. It combines Singaporeans’ love of superhero series & animation into one show and had 11.3x the average series demand.

Demand share by platform for drama digital originals in Q2 2021:

Singaporeans gave a larger share of demand for drama originals from HBO Max than any other of the 100+ countries covered in Parrot Analytics’ Q2 report. HBO Max originals accounted for 4.5% of demand for all drama originals in Singapore this quarter.

Original dramas from Hulu made up 6.2% of demand for all digital originals in Singapore during the quarter. Hulu’s drama demand share was smaller only in Peru for the quarter.

55.7% of demand for drama originals in Singapore was for a Netflix series. This is higher than the low point of 50% that Netflix’s demand share hit in Singapore in March. 

Note: The insights presented are based on the entire available Parrot Analytics global TV demand dataset, which is comprised of 3.5 trillion data points across 100+ languages in 100+ countries. Demand: The total TV audience demand being expressed for a title across all platforms in a market, compared to the average TV show. Soure: Parrot Analytics. Charts by ContentAsia

Published in ContentAsia October 2021 Magazine