New research shows that nearly a third of the content available to European Netflix subscribers now comes from the continent as quota regulations take effect and take action on local original content. An Ampere Analysis study suggests the streamer is over 30%. European content in “almost all” European markets, although this figure is slightly lower in the UK, Ireland and France.
This marks a rapid turnaround in recent months, with only 16 of the 27 markets analyzed falling below this threshold in December 2021, and while the UK, Ireland and France are currently hovering around 27%, Ampere has claimed that Netflix is ”only ‘get rid of the rounding error’ ‘across Europe.
In the UK, Netflix will hit 30% by adding just 408 titles or removing 953 non-European titles. Even less is needed in France, Belgium and Switzerland, which are also out of place.
“Quietly, while no one was watching, Netflix increased the proportion of European catalog titles so that compliance with new quota regulations should not negatively impact its regional operations,” said Guy Bison, director of research at Ampere. .
Amazon crosses the 30% mark in Germany, Switzerland and Italy and accounts for around 27% of the market in the UK. Other markets vary between 16% and 28%. Most European HBO Max markets already exceed 25%, but Disney + is 10% behind.
All international SVoD services are expected to continue to make noise across Europe as each carries significant costs on the continent’s original products.
Ampere suggests that the growth of European content could be seen as a benefit of regulatory pressure on US-based streamers to buy and produce more directly from European film and TV markets, or it could be seen as global players more directly. Competition for content was once the cornerstone of broadcasters in the single market.
“The milestone is a reflection of a huge investment in content outside the United States, which is quickly reflecting on other global streaming players. Perhaps more surprising than Netflix’s 30% share is the fact that some of the major new players are already rapidly approaching a similar percentage of European content in local catalogs. “
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Source: Deadline
Elizabeth Cabrera is an author and journalist who writes for The Fashion Vibes. With a talent for staying up-to-date on the latest news and trends, Elizabeth is dedicated to delivering informative and engaging articles that keep readers informed on the latest developments.
