Netflix and Amazon are ramping up their co-pro efforts with broadcasters, predominantly in Europe, as they continue to scale up their original-content ambitions around the world, according to new research from Ampere Analysis.
As the FAANGs continue to expand their presence globally, more co-productions are likely, Ampere says. “With non-USA based subscribers representing the fastest growing parts of their customer bases, Netflix and Amazon are realizing that locally relevant (or localized) original content is becoming increasingly important,” Ampere observes. “Collaborating with local players enables the streaming giants to produce internationally relevant originals that complement their existing slates, whilst also reducing funding costs.”
More than 12 percent of Netflix’s 2018 and upcoming originals are co-produced, Ampere estimates, with Amazon’s at just under 8 percent. “Although Amazon lags behind Netflix, its proportion of co-produced originals is set to rocket in the future, with quadruple the number recorded in 2017.”
Europe is a major focus of these OTT co-pros, with more than half of upcoming Amazon and Netflix originals hailing from Denmark, Netherlands, the U.K. and Spain.
“Co-productions are seemingly a win-win for streaming giants like Amazon and Netflix, broadcasters, and viewers seeking high quality, local content,” says Olivia Deane, analyst at Ampere Analysis. Historically, broadcasters were forced to effectively adopt deficit funding models to create their own high-end dramas; co-productions enable them to increase production values whilst eliminating many of the risks associated with creating more expensive content. In return, streaming players maximise local broadcasters’ existing resources and experience while also owning the near-global rights at a highly discounted fee. While some public broadcasters are concerned that co-productions may provide SVoD giants with fuel for brand building, and further broadcast viewing erosion, for viewers it’s a match made in heaven. As co-productions gain more traction and more partnerships enter the fray, we expect to see them occupying an increasing share of catalogs.”