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Analysis: Originals and exclusives dominate Netflix’s US catalog

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As of March 2022, the number of original and exclusive titles in Netflix’s US catalog accounted for more than 50% of all content available for the first time in the company’s history. According to subscription video-on-demand (SVoD) tracking data from Ampere Analysis, there are now more than 3,700 original-branded (i.e., original and exclusive) movies and TV seasons in the Netflix’s American library, which has consistently offered around 7,000 titles over the past three years. years.

Of the major SVoD platforms, Netflix is ​​second only to the much smaller Apple TV+ when it comes to its focus on Original-branded content. It is far ahead of the other historical streaming players Amazon Prime Video (9%) and Hulu (4%).

Originals have been central to Netflix’s content strategy. In September 2016, when originals and exclusives made up just 5% of its US catalog, then-CFO David Wells set a target of a 50/50 split between original and licensed titles. over the next few years. This shift to majority original titles is the product of market-leading Netflix spending. Ampère’s Markets: Content data shows that the group has spent more than any other SVoD company on original content each year since 2013 and has consistently increased its annual investment. Netflix’s original content spending peaked at $6.2 billion (€5.8 billion) in 2021, more than double the second-biggest spender, Disney+, at $2.8 billion.

Such an investment has helped make Netflix a leading distributor of popular content. Ampère’s proprietary Popularity Score indicates that during the first quarter of 2022, Netflix Originals and Exclusives accounted for, on average, 12% of the top 100 titles available on SVoD in the US, the highest share of all SVoD platforms. Notable titles include the latest season of the detective series ozark and the second season of the period drama Bridgertonwhich recently became the most-watched English-language television series on Netflix.

“Netflix’s growing self-sufficiency in content is necessary for today’s streaming market,” advises Joe Hall, analyst at Ampere Analysis. “The rise of studio-led direct-to-consumer platforms has led to fewer licensed content as studios prefer to keep productions in-house. Original content also allows platforms to offer exclusive titles internationally without additional licensing fees. This is particularly important as Netflix aims to acquire more international subscribers to compensate for the maturity of developed markets.

Based on current growth rates, Ampere estimates that 75% of movies and TV seasons available on Netflix will be either originals or exclusives by the end of 2024.