Subscription video on demand services are increasingly turning their attention towards local markets.
It comes as no surprise that the 15 markets that spend the most on original content also represent 88% of the world’s SVOD revenues.
Ampere Analysis says the United States remains the biggest driver of expenditure on original content with local broadcasters and OTT services spending $36.5bn on original content in 2019. Netflix, Amazon and Apple account for a further $4bn in original content spend.
“While 90% of original content spend originates from these markets, so too does 88% of global SVoD revenues. Viewers like consuming content that is culturally relatable and they’re willing to pay for it,” said Henry Beckwith, Analyst, Ampere Analysis.
The company’s latest wave of Ampere’s Consumer media and entertainment tracker found that China, the US and India had the highest proportion of respondents regularly watching local content, with over 70% of Internet users watching local content very often in all three markets.
Drilling down into local preferences India and Italy shew towards movies, while other markets prefer TV series. Proportions also vary, for example in Japan, where 68% of Netflix’s top titles were locally-produced. 40% of titles on Amazon Prime Video in Japan are local.
In Europe, Spain is the most localised Netflix market, and 25% of the catalogue is now locally-originated.
