Demand for Nickelodeon’s ‘Avatar’ series still high – a good sign for upcoming projects

According to Parrot Analytics, Nickelodeon’s animated series “Avatar: The Last Airbender” and “Avatar: The Legend of Korra” top 2.7 of all TV shows year-over-year (as of October 16, 2022) in worldwide audience demand. % of . ‘ data, which takes into account consumer research, streaming, downloads and social media, among other engagements. And it bodes well for new projects in the pipeline from the franchise.

What is particularly impressive is that both shows maintain excellent levels of demand despite the fact that they haven’t aired new episodes since 2008 and 2014 respectively. “Avatar: The Last Airbender” also managed to be one of the most sought-after Nickelodeon shows of that period, in addition to the hugely popular hit “SpongeBob SquarePants”.

Normally, re-watching a linear series that premiered long before viewers hear about the streaming original won’t be a top priority. But this franchise has big plans for the future that will create ripple effects in two of Hollywood’s major players.

Netflix is ​​expected to debut its long-running live-action adaptation of “Avatar: The Last Airbender” in 2023. Meanwhile, original series creators Michael Dante Dimartino and Brian Konitzko are developing new animated projects set within the “Avatar” universe at Nickelodeon’s parent. The company Paramount Global under the new production banner Avatar Studios. The latter will include original films, series and shorts that debut in theatrical, linear and streaming.

Based on how well “The Last Airbender” and “Korra” have continued, there is reason to believe that these franchise extensions will be successful.

Both original series have enjoyed a second life on streaming over the past decade, with boosts from Access via Netflix and Paramount+ (ie CBS All Access). In fact, both shows have maintained worldwide audience demand levels (top 2.7%) with results dating all the way back to 2016. Over the same period, most Netflix and Paramount+ Originals only achieved average demand (top 64.1%).

DiMartino and Konietzko are currently developing an animated theatrical film for Paramount as their first new project. Since the start of 2020, five of the 30 most sought-after films in the US have been animation titles, while at least one animated title has been ranked among the top 10 highest-grossing films worldwide each year since 2015. has given. Past audience behavior suggests that the film will enter a favorable enough market. Demand for animation in the US grew from 8.9% in September 2021 to 10.7% in September 2022.

Netflix users may be wary of getting their hopes up for another live-action adaptation of a popular animated title after “Cowboy Bebop” was canceled after one season. At the end of the day, artistic quality is one of the most important factors of all and cannot be reverse engineered algorithmically. But the way these “Avatar” series have remained popular bodes particularly well for the commercial success of future installments.

The reach of a show indicates the breadth of popularity of a title as it represents the total number of unique users expressing demand for a title. “The Last Airbender” boasts an exceptional reach at 46.56 times the average title, placing it in the top 0.41% percentile of all shows. Global travelability indicates the popularity of a show outside its home market, a category in which “The Last Airbender” ranks in the top 1.36% of all shows worldwide. “Korra” ranks equally well, with a global travelability of 23.9 times (top 1.33% of all shows) and 6.72 times (top 2.77% of all shows).

It’s also interesting that despite initially premiering in 2005 and 2012 respectively, the shows are now resonating most with Gen Z (ages 13-22). This implies that new generations have discovered the “Avatar” franchise since its conclusion. To pique fan interest, the company has released 11 console games, 50 online games, six tabletop games and one mobile game since 2006. This is often an effective tool in building franchise affinity among fandoms while creating a funnel of engagement.

Overall, US demand for both series has been above average over the past 12 months. They compare favorably with other enduring animated titles of the time, such as “Star Wars: The Clone Wars,” “Teen Titans” and “Samurai Jack”—all of which have been released at some point in recent years. revisited or revived. ,

All of this means that both original titles are penetrating deeper into the market and appealing to a diverse range of regional audiences while continuing to find new fans. This, along with his impressive longevity, suggests an obsessive and constantly engaged audience. It’s a strong foundation from which to launch new content and with a built-in fan base, these upcoming additions should help attract viewers early in their run.

Brandon Katz is an industry strategist at Parrot Analytics, a WrapPRO partner. For more from Parrot Analytics, visit the Data & Analytics Hub.