Netflix’s global and US digital original demand shares hit record lows yet again in the fourth quarter of 2021, although the resurgence of its international original content - led by “Squid Game” and “La Casa De Papel” - helped keep the losses much smaller than in previous quarters in 2021, Parrot Analytics said in its latest report.
In the United States, Netflix’s demand share was virtually the same in Q4 (43.6%) vs Q3 (43.7%). Globally, Netflix went from 45.8% in Q3 to 45.4% in Q4. Nevertheless, at the beginning of 2020, Netflix’s global share sat at a much more lofty 55.7%.
From Q2 2020 to Q4 2021, Apple TV+, Disney+, and HBO Max combined have grown from 10.6% to 20.6% global digital original demand share, while Netflix dropped from 55% to 45.4%. Therefore, Apple TV+, Disney+, and HBO Max account for virtually all of Netflix’s losses in global demand share for original content over the last two years.
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