Image: Wednesday, Netflix
In the early days of streaming, platforms attracted subscribers with vast libraries of licensed content, available to subscribers at the click of a button. However, as the number of platforms has grown and the ‘streaming wars’ intensified, exclusive content has proving to be key for attracting and retaining subscribers.
Some platforms have recognized this trend and are actively increasing the volume of exclusive TV content available in their catalogs. For this analysis, we are considering that a show is exclusive if it’s not available on other SVOD platforms by regular subscription in the US market (not including buying or renting). The most notable example is Netflix. The share of non-exclusive TV shows dropped from 14.3% of its TV catalog in 2022 Q1 to 12.6% in 2024 Q1. This reduction is largely due to an increase in exclusive original titles, from 49.4% to 60.2% of the catalog according to Parrot Analytics’ Content Panorama, which provides supply data on streaming platform catalogs.
Netflix’s catalog numbers not only show a slight increase in the overall number of exclusive shows but also a shift in the kind of exclusive TV content. While the share of Netflix exclusive originals increased, the number of exclusive licensed content fell from 36.3% in 2022 Q1 to 27.2% last quarter. This may reflect many factors including a growing desire for control over content lifecycle and long-term cost-effectiveness considerations.
Hulu is another platform that has expanded its share of exclusive shows, mainly through an increase in the number of exclusive originals. Between the first quarters of 2022 and 2024, the share of these titles on Hulu TV catalog almost doubled. Despite this growth, original shows are still a minority in Hulu’s catalog, which is largely made of licensed shows (both exclusive and non-exclusive).
Netflix has the highest combined for exclusive content in its TV catalog, 87.3% (original and licensed exclusive combined). This focus on exclusivity is one of the key factors behind Netflix's recent consolidation as the leading streaming platform in the US and globally, especially in a scenario in which most of its competitors have not been able to increase their catalog share of exclusive content. Parrot Analytics’ Content Valuation system has identified demand for exclusive content on a platform as a key driver in reducing subscriber churn.
Facing these numbers, one may question: How are the other major platforms balancing exclusive and non-exclusive content and what is its role in each platform's specific content strategy?
