Laura Linney, Jason Bateman in Netflix’s ‘Ozark’.
May 31, 2022
The number of original and exclusive titles in Netflix’s U.S. content catalog in March represented more than 50% of all content available for the first time in the company’s history, according to new data from Ampere Analysis. There are now more than 3,700 original-brand movies and TV shows among the streamer’s 7,000 US titles over the past three years.
Notably, Netflix is second to Apple TV+ in original branded content, but far ahead of longtime SVOD rivals Amazon Prime Video (9%) and Hulu (4%).
In September 2016, when original content represented only 5% of its national catalog, CFO David Wells set a goal 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 more than $6.2 billion on original content in 2021, more than double the next highest spender, Disney+, at 2 .8 billion dollars.
“The rise of studio-led direct-to-consumer platforms has led to fewer licensed content as studios prefer to keep productions in-house,” analyst Joe Hall said in a statement.
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Ampere claims that Netflix original content represents, on average, 12% of the top 100 titles available on SVOD in the United States, 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 television series on Netflix.
Based on current growth rates, Ampère estimates that 75% of 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 fees,” Hall said. “This is particularly important as Netflix aims to acquire more international subscribers to compensate for the maturity of developed markets.”