The saturation and fragmentation of the streaming market has been well documented. Customers are being forced to pick and choose which services they’ll keep and which to let go of, and content is a big factor in making that determination.

New research by Ampere Analysis is shining a light on which services customers think of as having superior content, and it’s not great news for Netflix. According to Ampere, Netflix has been surpassed by the Disney+/Hulu bundle in terms of being the home of the most desirable films and series.

Ampere’s numbers show that the bundle hosts 38% of the top-100 subscription video-on-demand (SVOD) titles in the U.S., compared to 28% for Netflix. In 2015, Netflix claimed 72% of the top-100 domestic titles, which demonstrates just how saturated the streaming market has become in the past seven years.

Life was a lot easier for Netflix when its only real competitors in the streaming world were HBO Max and Prime Video. Now, 18 different platforms have at least one title within the top 100 and a dozen platforms have at least 10 million subscribers. In 2015, only Netflix, Prime Video, and Hulu could lay claim to that many customers.

Part of the reason for Netflix’s decline in market share is the dispersal of some of its most popular content.

Of the 50 highest-demand SVOD titles in August 2022, 12 used to be on Netflix and have migrated to other services. With so many studios opting to simply launch their own streaming service instead of licensing their content to others, fragmentation has increased exponentially. Instead of going to one service to watch bigtime shows like “Friends” or “The Office,” customers now have to search around and stack subscription services if they want access to all of their favorites.

The Ampere study wasn’t all bad news for Netflix, however. Original shows, continued to be a powerful asset for Netflix as the streaming giant’s home-grown series drove four times the demand of originals from the service’s competitors in 2022. A Netflix original title has been named the top show among all SVOD titles for six of the first eight months of 2022, and Netflix originals make up 38% of the company’s shows in the top 100.

That’s a big jump from 2015, when only 5% of Netflix shows in the top 100 were originals. The popularity of Netflix originals will continue to be a major asset to the company moving forward, as well. Because there are fewer and fewer franchises and established intellectual property available to capitalize on, streaming companies will have to beef up their original programming to ensure they have the stickiest content library possible.

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Netflix

Netflix is a leading subscription-based video streaming service that offers on-demand access to an extensive library of over 3,000 movies, 2,000+ TV shows, and a growing collection of acclaimed Netflix originals. Renowned for producing groundbreaking content, Netflix has become a cultural powerhouse with hit originals like “Stranger Things,” “Wednesday,” “Squid Game,” “The Crown,” “Tiger King,” “Bridgerton,” “The Witcher,” and “Black Mirror.”

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The platform constantly updates its catalog, introducing fresh content alongside timeless classics and international hits. Netflix’s commitment to storytelling has also earned critical acclaim, with award-winning exclusives such as “Roma,” “Marriage Story,” “The Power of the Dog,” “Mank,” and “Ma Rainey’s Black Bottom.” In 2023, their animated film “Guillermo del Toro’s Pinocchio” won an Academy Award for Best Animated Feature, further solidifying Netflix’s reputation for high-quality content.

Recently, Netflix has expanded beyond standard movies and TV titles with the addition of video podcasts, and is also exploring a digital store that would offer third-party streamers within the app.

Netflix offers three plans – stream on 2 devices in HD with the “Standard with Ads” ($8.99) plan, on 2 devices in HD with the “Standard” ($19.99) plan, and 4 devices in up to 4K on the “Premium” ($26.99) plan.

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