Hits and Misses of 2019 - YouGov Signal

Hits and Misses of 2019Digital Landscape in Television

There was high digital appetite for HBO’s Game of Thrones and various Netflix Originals

across the globe.

Global: 2019 Most Popular TV Series by Territory

Canada

U.S.

Argentina

Brazil

Colombia

France

Mexico

Germany

Italy

U.K.

Sweden

Netherlands

Russia

Spain

Australia

India

South Korea

Japan

Poland

Games of Thrones

The Witcher

The Umbrella Academy

Games of Thrones

Manifest

The Name of the Rose


Games of Thrones

Titans

Money Heist

Titans

Game of Thrones

Titans

Games of Thrones


Stranger Things

The Witcher

Games of Thrones

Titans

Stranger Things

Games of Thrones

Games of Thrones

The Witcher

Stranger Things

Games of Thrones

Games of Thrones

Games of Thrones

Titans

Games of Thrones

The Witcher

A Place to Call Home

Games of Thrones


Games of Thrones

The Witcher


Stranger Things

Sacred Games

Lucifer

Mob Psycho 100

Vagabond

Kingdom

The Masked Singer

My Country: New Age

With over 337K torrent downloads, HBO’s Game of Thrones was the most pirated series*

worldwide. New series Netflix’s The Witcher and Disney+’s The Mandalorian displayed

similar appeal to the global audience.

Global: Most Pirated TV Series of 2019

Game of Thrones

337k Downloads

The Witcher

248k Downloads

The Mandalorian

236k Downloads

Chernobyl

106k Downloads

The Walking Dead

95k Downloads

*Does not include illegal streaming.

Umbrella Academy S1 Premiere

Netflix Original The Umbrella Academy was a global breakout hit in

2019. Social engagement for the superhero series more than doubled

in the days following its debut (Global Appetite Score: 48.62→99.96).

Interest and curiosity regarding the series multiplied in a matter of

days, with online searches increasing from 6.4k pre-premiere to 383k

post-premiere.

Its Instagram fanbase has also skyrocketed since launch—followers

have increased from 83k to over 1.2m.

Global: 2019’s Breakout HitThe Umbrella Academy

Global: Appetite for SVOD Brands

98

89

81

64

30

28

67

99

93

86

82

68

49

63

2019

2018

Netflix continues to be the most popular subscription video-on-demand service in the world,

but faces increasing competition from Amazon Prime Video, Hulu and newcomer Disney+.

Apple TV+ was another 2019 entrant but lost appeal among the global audience from the

year before – unlike Disney+, which increased in global appeal. Both approaching their

2020 launches, Peacock and HBO Max have experienced increased popularity since 2018.

In 2019, the SVOD market expanded as new players entered the fold

and created competition for industry leaders Netflix and Amazon Prime

Video.

Amplified streaming choices have led to American streaming

consumers being inundated with a surge of new content.

Complicating the landscape even further, SVOD services are

experimenting with diversifying their release patterns to expand their

reach and retain their audiences.

United States

99.7

98.4

93.7

99.8

70.9

79.5

55.6

50.6

99.7

97.1

93.7

70.8

62.9

23.1

18.3

27.7

2018

2019

Dynamics in the ongoing streaming war shifted with new entrants to the SVOD market in

2019. After its November launch, Disney+ surpassed Netflix to seize the top spot as the

most desirable streaming service in the U.S.

HBO Max, Quibi and Peacock’s popularity grew significantly from the year before in the

leadup to their 2020 launches.

United States: Streaming Wars of 2019

There was high anticipation for the content that Quibi is slated to offer, and its method of delivery to audiences.

Excitement surrounded series that are set to feature high-profile actors and/or celebrities - with content featuring Darren

Criss, Chrissy Teigen, Joe Jonas, Robbie Amell, and Steven Amell generating the most chatter online. Content based on

existing IP such as reboots of fan-favorite series, or titles based on popular movies and games, also resulted in

tremendous social buzz. General excitement was high for Quibi’s innovative short-form content and its release strategy,

and many expect the platform to sweep the Emmys in the short-form content categories.

United States: Sentiment Surrounding Emerging Platforms

I don’t know what a #Quibi is but I’m thrilled it’s bringing back the high class comedy of #Reno911 and wonderful weirdness of Lt. Dangle and Deputy Weigel.

@Quibi Was skeptical at first but the shows you're choosing would honestly work incredibly well with your format. I am beyond pumped.

I was reading about all the @Quibi shows and damn man I am excited? Hell Yes; hopefully quibi is going global soon so I can have it enjoy is as much as the ppl in the usa

can’t wait to get a subscription to HBO Max ONLY because that will be the streaming service friends is on

The belief that HBO Max is a worthy opponent of Disney+ and will provide a more versatile offering was rampant online.

Excitement and anticipation was widespread for all the planned DC Universe series, including Justice League Dark and

Green Lantern. Warner Bros comic-based movies and Friends being made available inspired great enthusiasm.

@hbomax In Wan We Trust!

#ReleaseTheSnyderCut Can't wait for more

of Jason Momoa and Yahya!

@hbomax Nobody's interested in these Just

#ReleaseTheSnyderCut & gain millions of

followers in a second

@TheZoneCast @peacockTV

YESSSSSSSSSSSSSSSSSSSSSS OH MY GOD

YESSSSSSSSSSS I AM SO HYPED

@DaleJr @DirtyMoMedia @peacockTV This is such cool

news. Learning NASCAR history is one of my favorite parts

of the download. Will you make it available in Canada?

An appaeling aspect for the audience is Peacock’s library of classic shows. Excitement was high for key content

including the Punky Brewster reboot, continuation of A.P. Bio, the racing documentary from Dale Earnhardt Jr., and

animated series The Adventure Zone. Negative sentiment for the platform was driven by having to pay for yet

another SVOD service as well as Peacock’s poor marketing strategy, with some consumers being unable to

differentiate between the Peacock and Comcast streaming services.

1 Game of Thrones

2 Stranger Things

3 The Witcher

4 You

5 Chernobyl

6 When They See Us

7 The Mandalorian

8 3%

9 Black Mirror

10 The Umbrella Academy

Most Engaging

TV Series of 2019United States

Between the build-up to season eight and its disappointing ending, there was much to research,

dissect, and discuss for Game of Thrones fans. Online searches for Games of Thrones surpassed all

other shows by a wide margin in 2019, and searches for the show spiked with each episode release.

The premieres and finales of other series as well as special events like the Friends 25th anniversary

drove increases in online search volume.

United States: Most Searched TV Series for 2019

Game of Thrones – 8M

Stranger Things – 2.6M

Vikings – 1.7M

American Idol – 2.0M

Friends – 2.2 M

TOP 5 SEARCHED TITLES

Jan-19 Feb-19 Mar-19 Apr-19 May-19 Jun-19 Jul-19 Aug-19 Sep-19 Oct-19 Nov-19 Dec-19

GOT

S8 Premiere

Stranger Things

S3 Premiere

Friends

25th Anniversary

GOT

S8 Finale

Idol Finale

Index Search Volume – Year 2019

While veteran series like Game of Thrones and Stranger Things dominated overall social chatter,

there were many new releases that carved out their own space on social media. These debut series

were the most socially engaging in 2019, with each generating an appetite score of 99.

United States: New Hits of 2019

United States: Highly Anticipated New Streaming Series

Based on Signal’s key metric of appetite score, Amazon Prime Video’s Lord of the Rings and The Wheel of

Time are highly anticipated amongst the online audience. Four of the five titles below are adaptations of novels

- Lord of the Rings, The Wheel of Time, Defending Jacob and Daisy Jones & The Six – and may have

experienced high appetite scores due to previously existing IP.

01 02 03

Lord of the Rings

Amazon Prime Video

2021

Appetite Score: 98

The Wheel of Time

Amazon Prime Video

2021

Appetite Score: 87

Hunters

Amazon Prime Video

Feb 2020

Appetite Score: 85

05

Daisy Jones & The Six

Amazon Prime Video

2021

Appetite Score: 78

04

Defending Jacob

Apple TV+

April 2020

Appetite Score: 80

Apple TV+ and Amazon Prime Video

Cheer, a docuseries following a competitive college cheer squad, has become a surprise

mega hit for Netflix in 2020.

Anticipation and awareness of the show was low in the lead-up to its launch but with expert

social media campaigns, influencer partnerships, and viral videos, series popularity has

soared since its premiere. (App Score: 33-89, +54 points) General public interest in the series has

skyrocketed post-premiere, leading to an intense rise in online searches - or increased

“cyber stalking.”

• Strong Fandom. 25% of online conversation surrounding Cheer consists of fans

discussing the show with their friends or recommending the show to others.

• Talent. Members of the Cheer squad have been active on social media, driving interest

to the show through Cheer promo content while also building their own personal brands.

Cheer: Surprise Hit of 2020

Public interest skyrockets

post-premiereCheer Premiere

Methodology

YouGov Signal’s focus is on understanding digital and social reputation, and we operate by 3 guiding

principles: Authenticity, Real-Time, and Accuracy. We automatically ingest, clean and display digital data

in our easy-to-use platform while distilling trustworthy insights into overall surrounding engagement and

opinion, and market efficacy of any entity's online presence. Signal provides the most holistic tool for

understanding your company, products, and initiative performance and surrounding emotion through:

Digital Pulse

Tracking Digital & Social Data

We monitor the full range of digital

and social data across all social

media, search and news platforms –

monitoring 46+ metrics.

Performance

Sector-Specific Industry Benchmarking

We make sense of your own sector and

performance, and those of your clients and

partners, by contextualizing and

benchmarking data against competitors.

Touch

Cutting-Edge Text Analysis

Sentiment analysis that isn’t B.S.

Manually-tagged emotional responses

ensure legitimate capture of audience

valence & sentiment.

Discover the truth, find your Signal.

https://signal.yougov.com/

Methodology: Metrics

Appetite Score – Combined IndexInsight Into: Popularity + Demand

Appetite Score is a scaled value between 0 (worst) and 100

(best) which averages and scales the most predictive publicly

available social and digital data per title per day to indicate how

well a title is performing in terms of audience demand.

Indexed Search Volume – IndexInsight Into: Public Interest

This is a relative value of daily online searches between titles. Comparable within specific territories to other titles of the same type (Brand, Movie, etc.).

Wikipedia Volume – VolumeInsight Into: Public Curiosity

The daily number of views a specific title’s Wikipedia page receives.

Twitter Volume – VolumeInsight Into: Popularity + Demand & Public Interest

The total number of tweets where a title is mentioned.

Torrent DownloadsInsight Into: Popularity + Demand & Public Interest

The number of times a movie or TV show episode has been illegally downloaded, tracked daily.

Sentiment: Positive/Negative/NeutralInsight Into: Public Feeling

The percentage of all daily sentiment regarding titles or

talent which was Positive, Negative, or Neutral. Each

segment is displayed individually. Sentiment can be further

filtered into Joy, Anticipation, Surprise, Anger/Disgust, and

Sadness.

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Hits and Misses of 2019 - YouGov Signal

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