Grand Tour beats rivals in Europe – again

Jeremy Clarkson petrol-head series The Grand Tour remains the most in-demand digitally produced original programme in Europe, exclusive data shows.

Parrot Analytic stats from January 1 to August 31 of this year reveal the Amazon Prime Video series is ahead of Netflix’s 13 Reasons Why, Orange is the New Black and House of Cards.

The series is driving four demand expressions for every 100 made across the region, ahead of the 3.6 that 13 Reasons Why and the 2.7 Orange is the New Black has been taking.

Narcos, Black Mirror, Castlevania, Marvel’s Iron Fist and Marvel’s Luke Cage – all Netflix titles – rounded out the top ten most in-demand shows.

Earlier this year, Parrot data from the UK and Germany showed The Grand Tour was tracking well ahead of Netflix originals. GfK data from the same quarter showed similar findings.

Unsurprisingly considering the overall chart, drama has been by far the most in-demand genre in Europe this year to date.

The genre saw a high of nearly 3,500 demand expressions in May, and has consistently ranked much higher than others across the year.

Comedy is second, though action and adventure shows saw a major spike in mid-March.

Meanwhile, the superhero genre topped the rankings thanks to a spike in late March that saw it hit nearly 1,200 demand expressions.

However, sci-fi drama has rated more consistently higher across the entire year, with comedy tracking now far behind.

Parrot’s demand expression rating is drawn from total audience demand expressed for a title within a particular market or region.

This is taken from a mix of social media mentions, blogging sites, file and photo sharing sites, video streaming sites, microblogging sites like Twitter, wikis and fan and critic sites.

The study collated data from 41 territories in the Europe region, and included Russia and Monaco.

Case study: drama dominates in the UK

Parrot’s exclusive study reveals the extent drama is dominating tastes. The genre has taken a total demand expression share of 47.99% to date this year.
This is well ahead of the second placed comedy genre (20.41%), and streets ahead of action and adventure in third (9.33%).
Interestingly, however, data analysis firm Parrot predicts animation will see the biggest amount of demand expression growth in a year-on-year comparison with 2016. It is forecast to rise a staggering 421.15%, compared with just 54.97% for drama.
Horror and variety formats will also see major growth of 293.75% and 281.17% respectively. Comedy will rise 94.15% YOY, while documentary will be up 82.5%.
On the flipside, drama, children (46.09%) and reality (40.9%) will see the smallest rises.