While the streaming pie grows, Netflix’s slice is shrinking, as more streamers enter the market. According to Parrot Analytics, Netflix’s share of global and US demand for digital originals has hit a record low, down to 45.8% globally, and 43.7% in the US. In 2Q21, Netflix was at 48.3% globally, and 46% in the US. The total global demand for Netflix originals grew 3.3% compared to Q2 2021, and is up 74% since Q2 2019, but global demand for original content from Netflix’s competitors grew 14.3% in 3Q21, and is up 196% since 2Q19, before competitors like Disney+, HBO Max, and Apple TV+ entered the market.
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