Netflix New Zealand cashes in on original content
Ozark, a Netflix original that launched in July, was tracking as the most popular show in New Zealand this month, according to Parrot Analytics.
Of the top 10 shows produced for online audiences, eight of the programmes were screened by Netflix in New Zealand.
The list excluded shows such as Game of Thrones and Shortland St, that were produced initially for broadcast television.
Ratings from Parrot Analytics, an Auckland founded data science company that tracks audience demand for programming, showed the only two non-Netflix shows to make the top 10 were The Grand Tour and The Handmaid's Tale.
The Handmaid's Tale, originally produced for streaming company Hulu – that didn't operate in New Zealand – was screening locally on Lighbtox. It rated third on the list from August 7 to 20, achieving a demand expression score of about 186,000, almost 140,000 less than the top show.
Rather than collecting ratings figures from the streaming websites, Parrot Analytics used its own method to calculate demand scores for television shows. Its score was based off social media interest, publicity and comment pieces, as well as fanfare on blogs and engagement with posts about the shows it monitored.
Controversially, Parrot Analytics also used pirate data to contribute to its overall audience demand score as well. It said shows that were popular with pirates also proved popular through legal avenues.
Unlike traditional ratings, the company said its demand score didn't directly correlate to the number of viewers each show had, but instead reflected the interest in the show.
The only other non-Netflix show to make the top 10 list was Amazon's The Grand Tour, a spinoff of Top Gear featuring Jeremy Clarkson, Richard Hammond and James May. The show was the fifth most in demand digital original in New Zealand, with a score of 140,401.
While Netflix features heavily in the list, thanks to its original content such as 13 Reasons Why and Stranger Things, big budget shows originally made for linear television continued to be dominant online.
The popularity of Ozark, Parrot Analytics suggested, was down to its release time. The entire 10 episode season went online in July, which tended to lead to early adapters binge watching and then a second wave of viewers indulging on the show during the weekends.
Game of Thrones, broadcast on Sky's Soho channel and Neon service, showed no sign of waning as it continued to be one of the most talked about and watched shows in New Zealand – despite being available only as part of Sky's premium packages.