May 31, 2022
The number of original and exclusive titles in Netflix’s U.S. content catalog in March accounted for more than 50% of all available content for the first time in the company’s history, according to new data from Ampere Analysis. There are now more than 3,700 original-branded movies and TV shows among the streamer’s 7,000 U.S. titles over the last three years.
Notably, Netflix is second to Apple TV+ in its focus on original-branded content, but far ahead of longtime SVOD rivals Amazon Prime Video (9%) and Hulu (4%).
In September 2016, when original content accounted for only 5% of its domestic catalog, then CFO David Wells set a target of a 50/50 split between original and licensed titles within the next few years. This transition to majority original titles is a product of Netflix’s market-leading spending of more than $6.2 billion on original content in 2021 — more than double the next highest spender, Disney+, at $2.8 billion.
“The rise of studio-led direct-to-consumer platforms has led to a shrinking pool of licensable content as studios prefer to keep productions in-house,” analyst Joe Hall said in a statement.
Ampere contends that Netflix original content accounts, on average, for 12% of the 100 most popular titles available on SVOD in the U.S., the highest share of any streaming platform. Notable titles include the final season of crime series “Ozark” and the second season of period drama “Bridgerton,” which recently became the most-watched English-language TV series on Netflix.
Under current growth rates, Ampere estimates that 75% of the movies and TV seasons available on Netflix will be either originals or exclusives by the end of 2024.
“Original content also allows platforms to offer exclusive titles internationally without additional licensing costs,” Hall said. “This is particularly important as Netflix sets its sight on acquiring more international subscribers to compensate for maturity in developed markets.”