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Original, exclusive content in Netflix US catalogue ‘exceeds 50% for first time’

Netflix US catalogue share by original status, 2017-2022 (%)
(click to enlarge)

More than 50% of Netflix’s US catalogue was comprised of original and exclusive content in March 2022, marking the first time it has climbed above half.

That’s according to new data released by UK-based research firm Ampere Analysis, which said there are now more than 3,700 original-branded movies and TV shows in Netflix’s American library out of 7,000 titles. For the purposes of the survey, Ampere defines an original-branded show as one that is either a Netflix original or exclusive in the US.

While Netflix built its subscriber base primarily on acquired content in its early streaming years, the company has steadily increased its original output since 2016, when its originals and exclusives accounted for around 5% of its total US offering.

According to Ampere data, the proportion of original and exclusive content on Netflix has increased by roughly 10 percentage points in each of the past three years, climbing from 20% in 2019 to 30% in 2020, 40% in 2021 and now more than 50% in March of 2022.

The shift is set to continue, with Ampere predicting that Netflix’s original and exclusive content will account for around 75% of its catalogue in the US by the end of 2024.

Netflix trails only Apple TV+ in terms of the proportion of original and exclusive content on its platform, but Apple’s streaming library is significantly smaller. Meanwhile, around 9% of Amazon’s Prime Video US catalogue is original, while that figure stands at around 4% for Hulu.

In addition, Ampere said Netflix’s original content spend climbed to US$6.2bn in 2021. The next highest original content spender was Disney+ with US$2.8bn.

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