Global streamers’ share of investments in European original content grew to 16% in 2021. Although Netflix accounted for over half (56%), it was down from 92% two years earlier as other streamers, in particular Amazon Prime, increased their share.
According to a new report by the European Audiovisual Observatory (EAO) entitled Investments in original European content -2011-2021 analysis, based on data from Ampere Analysis, in 2021 private broadcasters accounted for 43% of investments in European original content, slightly ahead of public broadcasters’ 41%. Within the 16%, Netflix claimed 9%, Amazon Prime 4%, Disney+ 2% and HBO Max 1%.
The report notes that comparison of the content investments between categories of players faces limits: the broadcasters’ costs associated to news are not available; among the streamers, investments in acquisitions are only available for Netflix and Amazon Prime.
In the case of Netflix and Amazon Prime, 54% of their content investment was in originals and 46% in acquired film and TV.
Private broadcasters significantly increased their investments in original content, even though sports rights costs were experimenting a strong growth.
In turn, public broadcasters’ investments have likely been limited by stagnating resources.
Meanwhile, streamers’ investments have increased both for acquisitions and original content. However, investments in original content grew faster than acquisitions and represent since 2020 the majority of content investments in Europe.
Significantly, the increase of investments in original European content by global streamers has chiefly benefited Spain, and to a lesser extent the UK. Spain therefore relies strongly on global streamers, whose investments account for 38% of all investments.
Germany and France appear to be lagging behind for their ability to capture global streamers’ investments.
