Omdia and PlumResearch (via Advanced Television) recently conducted a study of original content produced by Netflix in the US and other key markets. It shows that 35.6% of the total hours watched on Netflix in the United States during the first quarter of 2023 relate to this content. A figure that fluctuates between 20 and 40% everywhere else in the world.
A more or less patriotic public
The study also shows the variable importance of local production from one country to another. For example, in Korea, out of every hour of original content viewed, nearly 68% is domestic. In the USA, this figure is 61.4%, and these two leaders are far ahead of the next place occupied by Japan. Compare with Germany, which only reaches 2.7%.
Even more original content in the future?
“Given its growing emphasis on original content and significant investment, the actual viewing share given to these titles seems surprisingly low,” said Tim Westcott, principal analyst at Omdia. Among the probable reasons: the still solid performance of certain non-original content, in particular cinema films but also certain television series acquired by Netflix. Harry Potter films and series such as Brooklyn Nine-Nine and Rick and Morty are among the most popular titles in other countries such as Italy and Germany. Another reason is the depth of the catalog: Netflix has been producing original content since 2012, but still doesn't have the volume of Walt Disney, Warner Bros. Discovery, or Paramount."