Netflix Dominates Demand Share For Originals; Legacy-Owned Shows Lead For All TV Content

Although Netflix still has an overwhelmingly high share of “demand” by streaming consumers when it comes to original TV programming, all legacy TV content -- both original and library programs on any platform -- still resides heavily with traditional TV-movie based companies.

In the second quarter of this year, in terms “demand share” of U.S. TV series’ owned by a single corporate owner, Walt Disney leads with 19.7% share, followed by Warner Bros. Discovery at 17.9%, Parrot Analytics says.

This takes into consideration all programming in circulation -- original TV and streaming and all library TV programming -- produced or owned by a corporate parent.

Paramount Global, is at 12.5%, in third place, and NBCUniversal comes in at 10.1% (fourth place). Down the list in fifth place is Netflix, with 8.3%.



Parrot Analytics says “demand” is important because it considers the crucial search efforts by consumers: “Consumers will often start their journey by using search engines such as Google. They may also consult Wikipedia or read up on what critics or fans have to say about a show.”

When looking at demand share for all TV series on one specific streaming service -- original, or acquired programming -- Netflix has a slight lead with 19.4% share; Hulu is at 19.2%, second place.

Newer streamer entries, launched in the past three years, are well behind: HBO Max (11.5%); Paramount+ (8.2%); Prime Video (8.2%); Peacock (7%); discovery+ (6.4%); and Disney+ (6.0%).

Focusing on just original streaming programming, Netflix, due to its decade and a half head start in the streaming business, continues to have a leading share -- 40.5%. Well behind is the Prime Video (9%); Disney+ (8.3%); and HBO Max (7.5%).

Parrot says it gets behavioral data from over two billion consumers globally analyzing over 2,000 distribution platforms and over one million content titles.

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