Skip to contentSkip to navigation
Research: Demand for Netflix originals to overtake licensed titles
Media Monitor
Media Monitor - Terms and Conditions

Media Monitor is Canada's leading database for news stories on the broadcasting system, media ownership and cultural policies in Canada. The purpose of this database is to collect and preserve news stories relating to these issues, without modification, so that the public may, without cost, access the database for the purposes of scholarship, research, private study and related purposes.

One example of fair dealing is downloading a single copy of an article or part of an article for your own research or private study. The materials on this database are protected by the Canadian Copyright Act, and apart from the exercise of fair user rights, no unauthorized use or reproduction is permitted without the consent of the copyright owners. If you are willing to restrict your use of this database to the uses permitted by the Canadian Copyright Act, then please click Accept below.

Research: Demand for Netflix originals to overtake licensed titles

Published by
Advanced Television
December 13th, 2018

New report finds the demand for content on all major SVoD platforms, including Netflix, Hulu, HBO Now, Showtime, and Starz, has increased over the past year.

Research by Parrot Analytics and Kagan, a media research group within S&P Global Market Intelligence, shows support for one of Netflix’s most important strategic goals: To have 50 per cent of its content be comprised of Netflix originals. According to the report, which leverages Parrot Analytics’ globally standardised Demand Expressions metric, demand for Netflix Originals is estimated to overtake the share of demand for licensed titles by October 2019.

The analyst companies joined forces to produce a comprehensive report on demand for television content across streaming SVoD platforms in the US. Overall, the report found demand for content on all major SVoD platforms, including Netflix, Hulu, HBO Now, Showtime, and Starz, has increased over the past year.

In its analysis of demand for Netflix’s content, the report compared the sum of US demand for both Netflix original series and the licensed titles available on the US Netflix service each month. While currently the most in-demand content tends to be licensed titles, the proportion of the demand share from Netflix original titles has generally grown month over month.

Overall, for the 12 months analysed, the demand share for Netflix originals grew an average of 1 per cent each month. From July 2017 to June 2018, the streaming service’s reliance on licensed content dropped by 10.9 per cent. Based on this 12 months of data, the report forecasts that Netflix will generate 50 per cent of US audience content demand with its own original content from October 2019 onwards.

For the premium channel VoD platforms (HBO Now, Showtime, and Starz), new content from their linear channels tends to be the most in-demand. However, Parrot Analytics affinity analysis reveals that the respective back catalogue of each VoD platform continues to play an important role, indicating that older titles likely remain an important driver of subscriber loyalty.

Stay informed, subscribe to the FRIENDS newsletter


You are a few fields away from becoming a friend.


“The future for the industry is likely to be even more crowded and the winners are still unknown,” said Deana Myers, Research Director, S&P Global Market Intelligence. “Walt Disney is expected to debut its SVoD service in 2019 and its proposed buy of the studio and libraries of 21st Century Fox will add a vast amount of content to this service. Other anticipated SVoD launches include those by Apple and Warner Media. We estimate the overall US SVoD industry has many strong years of growth in its future, particularly as competition from Disney and Apple could impact the market.”

Other new entrants to the online video space, like Facebook Watch, YouTube and DC Universe, are also investing heavily in originals and acquired content. At the same time, content spending for Netflix, Amazon and Hulu is expected to continue to grow at double digit rates.

The research in the report is based on a catalogue demand analysis of digital-only Netflix and Hulu services, and a premium channel VoD demand analysis based on TV demand data pertaining to HBO Now, Showtime and Starz.

© [Advanced Television] (

In this article
Netflix isn't required to pay one cent to support Canadian culture.