June 28, 2021
Parrot Analytics June 28 reported an analysis of audience demand across top streaming networks that found Starz’s premium programming delivers the highest hit rate, with the most in-demand series, both domestically and internationally.
In the United States, Parrot Analytics said that in the 12-month period ended June 19, a Starz original series generated five times as much demand as an average TV series. Demand for Starz series is higher than that of any other streaming service’s series, with Disney+ at No. 2 and HBO at No. 3.
Parrot Analytics also reported that Starz originals are even more in-demand on a global scale: With 5.38 times the global TV series demand average, a Starz original is 6.1% more demanded internationally than it is domestically. Furthermore, on a global scale, the average Starz original is 12.6% ahead of the next-best performing platform’s average original series.
Parrot Analytics measures demand with a proprietary metric called Demand Expressions, which factors in a wide variety of data sources, including video streaming, social media activity, photo sharing, blogging, commenting on fan and critic rating platforms, and downloading and streaming via peer-to-peer protocols and file sharing sites.
In an adjacent study, Parrot Analytics has found that the typical Starz title travels internationally, across its Starzplay platform, 74% better than the typical Netflix series, and 60% better than the typical HBO series. Markets that have scored highly for “Power Book II: Ghost,” for example, include South Africa, with 82% “travelability” (a measure of a series’ global appeal relative to the appeal in its home market). Kenya scored 81%, followed by France (76%), China (74%) and the United Kingdom (71%).
The average Starz title also has 41% more longevity than the global average; high longevity indicates series that are good at maintaining audience demand.
Jeffrey Hirsch, Starz president and CEO, said in a statement in a Parrot Analytics news release, “These results reinforce Starz’s proven ability to bring audiences high-quality premium programming, which we believe is key to success over raw scale. With our most robust slate ever, Starz is continuing to deliver exceptional premium programming focused on amplifying narratives by, about and for women and underrepresented audiences.”
Parrot Analytics reports that the Starz network between January and April had four out of the ten most in-demand diverse series. These highly demanded diverse series are “Power Book II: Ghost” (13.1 times more demand in the U.S. than the average TV series), “Power” (11.4x), “P-Valley” (9.8x) and “Vida” (9.0x).
“Starz is not afraid to tell the stories of women and audiences that have been traditionally underrepresented on television,” said Wared Seger, CEO of Parrot Analytics.