February 24, 2021
With more TV shows and movies branded “original” on over-the-top video platforms, not surprisingly SVOD pioneer Netflix leads content offerings, according to new data from Hub Entertainment. The study explores what consumers assume about content labeled “original” and how the term influences viewing decisions.
“So far, Netflix has not only withstood the threats posed by new entrants in the ever-intensifying streaming wars — it has thrived,” Peter Fondulas, principal at Hub and co-author of the study, said in a statement.
Fondulas contends WarnerMedia and Disney’s moves to prioritize streaming distribution are reaping rewards and have the potential to significantly disrupt the TV service pecking order, including Netflix’s first-mover industry stranglehold.
“What remains to be seen is whether this streaming-first strategy will transform HBO Max and Disney+ into Netflix replacements, or whether they’ll remain as Netflix supplements,” he said.
The data cited here come from Hub’s online survey conducted among 1,606 U.S. consumers with broadband, age 16-74, who watch at least one hour of TV per week. The data were collected in February.
Simply branding a show or movie as an “original” boosts interest in viewing, especially among young consumers. About 70% of 16-34-year old respondents say the term “original” makes them more interested in watching a show or movie than they otherwise would be — including 25% who say that term alone makes them “a lot more interested.” Older consumers are a bit less likely to be won over by the term “original” alone, but 53% of 35-and-older viewers still say the term boosts their interest.
Among those who had heard that all 2021 Warner movies would be released on HBO Max on the same day as their theatrical release, 77% call it a reason for subscribing, with 48% saying it was their main reason. Among those who had heard that Disney+ would be the exclusive home for certain new films and franchise titles, 68% name it as a reason for signing up, with 21% calling it their main reason.
Hub said Netflix is well-represented among the 10 titles most likely to have driven subscription, but so is Disney+ and HBO Max.