You will be redirected back to your article in seconds

Netflix in Japan: Tepid Demand for Originals, Data Indicates

Japan could be a tough market for Netflix to crack, if a new measurement system for gauging global demand for content is any indication.

The desire to watch original series there including “Orange is the New Black” and “House of Cards” pales in comparison to interest levels emanating from other markets the streaming service plans to add in the coming months, according to data provided exclusively to Variety by Parrot Analytics.

The Los Angeles-based firm susses out how receptive any market around the world is to new programming by monitoring an unprecedented range of digital indicators in advance of launch. Parrot scores a cumulative “demand rating” based on how active a program is in a particular region across social media, piracy, and a broad range of websites where video, photo, blogs and other expressions of fan affinity register.

With Netflix set to make its first Asia-region launch on Sept. 2, Japan finished either last or close to last when Parrot demand ratings are compared with other countries awaiting Netflix’s next entry, including Spain, Portugal and Italy (all slated for an October launch).

Orange is the New Black,” for instance, which demonstrated the most demand for a Netflix original series across the markets Parrot measured across a Aug. 3-16 period, drew a 73.11 rating in Spain, compared with a 56.05 rating in Japan. Japan also trailed the other three countries for “House of Cards,” “Bojack Horseman,” “Marco Polo,” and “Hemlock Grove.”

Italy was virtually tied with Japan in last for “Unbreakable Kimmy Schmidt” but managed to top Italy for “Sense8.”

All this doesn’t necessarily mean Netflix is doomed in Japan; exported original content doesn’t necessarily have to be the primary lure for the service in the region. In addition, Netflix has signaled its intent to roll out an aggressive slate of local-targeted Japanese-language originals that should help compensate for any reluctance to embrace American shows, which could still win fans over in the long term.

Parrot’s ratings are intended to help programming buyers and sellers make informed decisions about valuing programming in markets they are considering entry. It could also prove a useful proxy for actual consumption data given big digital platforms are less than forthcoming about how many people are watching their content.

Parrot takes the total number of program-related expressions and weights them according to how significant the expression is; paying for content, for instance, counts more than just doing a search for the same content. The rating is calculated by taking the weighted total and applying it to the population of a given country so that a proportionate scale can be achieved across countries of different sizes.

More Data

  • Editorial use only. No book cover

    European Cinema Admissions Down 3.3% in 2018, but Hit 1.25 Billion for Fourth Year in a Row

    European cinema admissions hit 1.25 billion for the fourth consecutive year in 2018, despite dropping 3.3% from the record level set in 2017, according to figures released Wednesday by the International Union of Cinemas, or UNIC. Total box office revenue across Europe hit at least €8 billion ($9.1 billion), also for the fourth year running. The figures [...]

  • International 2018 Box Office Profits

    International Box Office Top 100 of 2018: Another Record Year, but Rise Is Slight

    International box office ticked up 1% over 2017 to a record $29.8 billion, helping to drive worldwide moviegoing up 2.7% to a new high-water mark of $41.7 billion. Most of the global increase came from North America, which surged 7% to $11.9 billion. “Avengers: Infinity War” became the seventh film to gross more than $1 [...]

  • Google Fined $57 Million in France

    Google Fined $57 Million in France for Breach of Data Protection Rules

    Google has been fined €50 million ($57 million) in France by data regulator CNIL for breaching the European Union’s data protection rules. The CNIL said in a statement that Google had not sufficiently informed its users about the exploitation of their personnal data. “We’re not denying that Google informs users who open an account…but the [...]

  • Neilsons Measurment Problems TV Digital

    Nielsen Launches Broader Suite of 'Audience-Buying' Products

    Nielsen is working to broaden its measurement offerings in the growing field of what is known in the media business as “audience buying.” The company on Tuesday said it would launch a suite of products that allow advertisers to define particular segments of consumers, a tactic that has gained new traction  among advertisers who have a [...]

  • Streaming, Pay-TV Rivals Drive Growth in

    Streaming, Pay-TV Rivals Drive 8% Growth in Asia Content Spend (Report)

    Production spend by online video companies in East and South Asia grew by some 80% last year, driven by competition between platforms for local series and movies, according to a report. That battle for original content between streaming platforms meant that the online video sector accounted for a 30% share of incremental production investment in [...]

  • Neilsons Measurment Problems TV Digital

    Fox, Turner, Viacom Will Take Part in New Roku Ad-Sales Market

    Roku, Inc. said it unveiled a new methodology for advertisers to use to aim commercials at specific audiences using the streaming-video platform in the United States. “As the industry’s leading TV streaming platform, we’re well-positioned to empower our publishers to unlock the full potential of OTT advertising and help them to meet the needs of [...]

More From Our Brands

Access exclusive content