‘Umbrella Academy’ Tops Parrot’s Digital Originals Chart for Third Week

Netflix’s “The Umbrella Academy” remained No. 1 on Parrot Analytics’ digital originals rankings the week ended Aug. 22. In its third consecutive week as the top digital original, however, the series had a 20.9% drop in demand expressions, the proprietary metric Parrot uses to gauge a show’s popularity. The series had 98.7 times the demand of the average series, and also fell to No. 2 on Parrot’s list of overall TV shows.

All 10 episodes of the second season of “Umbrella Academy” were released  by Netflix July 31, and a Parrot Analytics spokesperson the show’s decline in demand is a common pattern for all-at-once releases — achieving a very high post-release peak compared with a similar weekly release series that isn’t sustained with an influx of new episodes.

Holding at No. 2 was Netflix’s “Stranger Things,” which  had 59.8 times the demand of the average series, while the show rose 7.4% in demand expressions. Parrot noted “Stranger Things,” which hasn’t bowed new episodes in more than a year, is an exception to the decline-in-demand norm, though this could owe to strong marketing behind the show an an aggressive merchandising blitz resulting in tie-in novels, comic books, games, toys and collectibles being readily available.

The Disney+ live-action “Star Wars” series “The Mandalorian” remained at No. 3 for the week. It had 46.5 times the demand of the average show, with expressions up 10%.

Netflix’s “Lucifer,” based on a character from DC Comics’ “The Sandman,” rose three spots to No. 4, with expressions rising 37.6% to give the show 41.4 times average demand. The first batch of episodes from the fifth season was released Aug. 21.

That was followed by another show based on DC Comics characters, DC Universe’s “Titans,” which slipped a spot to No. 5 after a 0.6% drop in expressions, giving it 37.4 times average demand.

Three series moved back into the digital originals top 10, each climbing three spots from the previous week: Netflix’s “Dark” to No. 8; Amazon Prime’s “The Boys,” which is seeing a concerted marketing effort for its second season premiere Sept. 4, at No. 9; and Netflix’s “Narcos” at No. 10.

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A “digital original” is Parrot’s term for a multi-episode series in which the most recent season was first made available on a streaming platform such as Netflix, Amazon Prime Video, Hulu or Disney+.

The No. 1 overall TV series was “SpongeBob SquarePants,” with 101.6 times average demand. “Stranger Things” was No. 4 on the overall TV list.

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Media Play News has teamed with Parrot Analytics to provide readers with a weekly top 10 of the most popular digital original TV series in the United States, based on the firm’s proprietary metric called Demand Expressions, which measures demand for TV content in a given market through 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. Results are expressed as a comparison with the average demand for a TV show of any kind in the market.

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