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Netflix and Amazon have restored their position as the leading commissioners of ‘Originals’ for streaming services.
It follows the launch of studio-backed SVOD platforms, who originally created a number of original productions, before withdrawing from programme production in a several markets.
According to a new report by Ampere Analysis, Netflix commissioned its highest number of new titles since Q3 2021, while Amazon set a new record for its quarterly commissions.
The reduction in the studio’s commitment meant that meant the two streaming giants accounted for more than half (53%) of all SVOD commissions globally in Q1.
The growth from the established streamers is accountable in part to an increase in commissions outside of the United States, where the two are now ordering the majority of their titles. Ampere predicts it will continue to rise as the players attempt to combat domestic subscriber stagnation by chasing expansion internationally.
Netflix’s commissioning growth propelled by Western European and Asia-Pacific titles.
In the first quarter of 2024, Netflix’s commissions in Western Europe came close those in North America for the first time. There was also a significant increase in titles from the Asia Pacific. Netflix is capitalising on its international growth opportunities by focusing on established markets known for producing popular content, such as Spain, India, and South Korea.
The UK, Spain, and Germany led Netflix’s Western European commissions. The platform saw a substantial amount of unscripted content, with documentaries making up 30% of regional orders, an increase from 23% in the same quarter last year. Notably, the UK’s contribution to the region’s documentaries dropped to 43%, down from 78% in the previous year.
In the Asia Pacific region, Thailand saw the largest individual increase, with nine titles ordered in Q1 2024. India focused on Crime & Thriller content and is expected to become Netflix’s largest subscriber base in the region as it aims to compete more closely with Amazon in the country.
