Netflix and Amazon “ordered the vast majority of their titles from exterior the U.S.” final quarter and are taking pictures forward of rivals within the international commissioning race, based on analysis from Ampere Evaluation.
Ampere predicted these platforms’ worldwide spend will proceed to rise after discovering that they greenlit greater than half (53%) of the world’s total streaming commissions throughout the first three months of 2024.
Netflix commissioned greater than 200 reveals and films in Q1, with Amazon behind on round 140, based on Ampere. This represented Netflix’s greatest quarter for 3 years and was a document for Prime Video. Streamers akin to Disney+, Paramount+ and Apple TV+ trailed far behind.
The expansion is “spurred by elevated funding in worldwide territories,” Ampere mentioned, declaring that the 2 streamers now order the “majority of their titles from exterior the U.S.”
Whereas opponents rowed again, the primary quarter of this yr was characterised by splashy slate bulletins from Netflix within the likes of the UK, Germany and Poland, and Ampere mentioned Netflix’s Western European commissions “virtually achieved parity” with North American titles for the primary time throughout the quarter. The previous few months has seen worldwide breakouts like Netflix’s Child Reindeer and Amazon’s Maxton Corridor – The World Between Us
In the meantime, the pair of streamers went large in key territories akin to India and Korea. Amazon’s Asia Pacific commissions had been dominated by Indian productions with a document slate of 37 titles, which was greater than the earlier six quarters mixed, based on Ampere. Crime and thriller content material was a spotlight in India, which is predicted to turn into Netflix’s largest subscriber hub within the area because it seeks to compete extra carefully with Amazon.
On the film aspect, Ampere mentioned Netflix has decreased the commissioning of home authentic motion pictures however upped worldwide film orders in territories just like the Nordics, Asia Pacific, and Sub-Saharan Africa.
Mariana Enriquez Denton Bustinza, an Ampere Senior Researcher, mentioned “market saturation in North America, the rising value of manufacturing, and the lingering impression of the Hollywood strikes have pushed Netflix and Amazon to extend funding in worldwide productions to stimulate subscriber progress.”
“Whereas a number of studio-backed SVoDs have made cutbacks internationally, these two streaming giants are doubling down on their localized international technique,” she added. “For Netflix, this implies catering to a broad subscriber base whereas leaning on markets whose productions supply the best potential for crossover attraction. In the meantime, Amazon’s strategy stays extra closely focused in the direction of key markets akin to India, whereas it leverages its international place to increase additional into the theatrical market to generate downstream revenues from its platforms.”
