Demand for shows in Germany has stagnated since the series finale of the streamer’s first German-language show in 2020
Netflix’s1899That’s on the back of a new record-high demand for German content worldwide in November, according to data from Parrot Analytics, which takes into account consumer research, streaming, downloads and social media, among other engagements.
It’s been almost two years since Netflix’s first German-language original series,dark,” helped fuel the high demand for German content around the world. By the time the show’s third and final season premiered in late June 2020, total global demand for shows from Germany had more than tripled compared to January 2019. Dark,” global demand for German material has largely stagnated without seeing the obvious gains of previous years. The recent upward trend may indicate that worldwide demand for German material is on the rise again.
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Global Demand for German Series, January 2019-July 2022 (Parrot Analytics)
The latest surge in global demand for German content has been partly driven by the return of popular German series such as “Seasons”.Babylon Berlin” And “savage, With “1899,” Netflix is clearly trying to replicate the success of “Dark” with a new show from the same producers, Jantje Fries and Baran bo Odar. The series appears to be specially engineered for a global audience as it is a multilingual production with 11 different languages.
There has been surprisingly strong demand for “1899” since its premiere on November 17. It registered an impressive 31 times the average on-chain demand globally in November. Despite ending in 2020, the demand for “Dark” has held up very well over time. While “1899” managed to exceed demand for “Dark” in the month of its premiere, it will be very hard to match the longevity of the show, which has held up so well two years after the finale.
10 Most In-Demand German Chains, Global, November 2022 (Parrot Analytics)
Looking at the most sought after German series globally, it is clear that Netflix has played a significant role in popularizing these series with audiences across the world. Four out of the five most sought-after German series globally are Netflix originals. “Babylon Berlin”, while not a Netflix original, is exclusively distributed by Netflix in the US and other international markets, which has exposed a global audience to the show. These top five series are in their class and have more than double the demand than the sixth placed German series.Das Boot,
Demand for the premiere of “1899” currently far outstrips the premieres of the first and second seasons of “Dark” and also leads the premieres of other German series such as “Barbarian”. However, the huge global demand for the third and final season of “Dark” still represents a high bar to be topped by yet another German series.
Season 1 of “Dark” took eight days to reach its peak global demand (26.14 times the average series demand). Contrast that with “1899”, which reached a peak of 75.7 times the average series demand globally in half the time: four days. Season 3 of “Dark” was when the show really caught on with its worldwide audience. It garnered 139.7 times the average series demand two days after it premiered on June 27, 2020.
Compared to “Dark”, “1899” has been more successful in winning over a global audience in its first season. However, if the goal was to match the success of the final season of “Dark” and convert those viewers into fans of the new series, there’s still work to be done. One similarity between the two shows is the slow buildup as the central mystery is revealed. This may indicate that, like “Dark,” “1899” still needs time to reach its full potential.
Christopher Hamilton is a Senior Insights Analyst at Parrot Analytics, a partner with WrapPRO. For more from Parrot Analytics, visit the Data & Analytics Hub.
