Editoria e Media
Omdia and PlumResearch: Netflix originals account for less than 40% of viewing in key markets
Although these percentages appear to be low, considering the massive investments Netflix has made in original content, Omdia estimates that last year the vast majority of Netflix originals were produced in the US: 403 titles out of a total 935 titles launched in 2022.
The analysis of viewing of local Netflix originals (i.e., originals produced in the country in question) offers a noticeably different perspective of the streamer's success with local production. Out of all original hours watched in South Korea , local titles accounted for nearly 68%. The US also had a high percentage of 61.4%, and both countries were very far ahead of the next placed country, Japan . Viewing of German originals in Germany was just 2.7%.
"Given its increasing emphasis on originals and heavy investment, the share of viewing actually going to these titles seems surprisingly low," said Tim Westcott , Senior Principal Analyst at Omdia. "The reasons for this could include: the continuing strong performance of certain non-original content, especially theatrical movies but also some TV series that have been acquired by Netflix. The Harry Potter movies and TV series like and feature among the top titles in other countries like Italy and Germany ."
"Another reason is the depth of catalog: Netflix has been originating since 2012, but still does not have the volume of
Walt Disney , WB Discovery or Paramount."
Omdia, part of Informa Tech, is a technology research and advisory group. Our deep knowledge of tech markets combined with our actionable insights empower organizations to make smart growth decisions.
fasiha.khan@omdia.com
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