At NATPE Global’s event in January 2024, Parrot Analytics’ VP of Partnerships Jaime Otero presented a report titled “Latest trends in the U.S streaming landscape”. The report provides a comprehensive overview of the current state and dynamics within the streaming industry, focusing on SVOD (Subscription Video On Demand) and other digital platforms.
Outlined below are some key insights from the report:
Empirical correlation between supply, demand and revenue
The report demonstrates a strong correlation between catalog supply & demand, and subscriptions/revenues for platforms such as Netflix and Disney+, underscoring the importance of understanding and leveraging audience demand in content strategy.
Exclusive content as a major driver
A majority of SVOD platforms have a significant share of exclusive content, highlighting its critical role in attracting and retaining subscribers. This indicates the necessity for platforms to invest in unique, compelling content to differentiate themselves in a competitive landscape.
Streaming original series demand
While Netflix dominates in terms of the share of titles and demand for original series, other platforms are also making a significant impact, suggesting that there are opportunities for platforms to punch above their weight in terms of content demand.
Fracturing streaming landscape
The demand share for streaming original series is becoming more fragmented, with top performers across various platforms demonstrating the potential for significant demand peaks. This fracturing landscape presents both challenges and opportunities for content creators and platforms to capture audience attention.
Demographic insights
The report provides detailed demographic distributions for platform originals, revealing insights into the audience composition, such as age and gender preferences. Understanding these demographics can help tailor content to specific audience segments, enhancing engagement and loyalty.
Acquisition and retention through exclusive originals
Examining the demographic profile of exclusive originals by platform offers insights into which shows are driving acquisition and retention, emphasizing the importance of strategic content selection to appeal to targeted audience demographics. The report also covers examples of acquisition and retention titles for Netflix, Prime Video, Apple TV+, Disney+, Max, Hulu, Paramount+ and Peacock.
The presentation emphasizes the nuanced approach needed to navigate the streaming industry, highlighting the critical role of data-driven insights in shaping content strategies. An understanding of global content demand, demographic preferences, and the value of exclusive content, can help make informed decisions to optimize content offerings and strategic positioning in the attention economy.
To read more, download the full report here.
To know more about Parrot Analytics' full suite of entertainment analytics and content valuation products, visit the link here.
