According to Ampere Analysis, the five largest U.S. content commissioners\u2014Discovery, Disney, Paramount, WarnerMedia and Comcast\u2014have increased the proportion of their original slates premiering online.<\/p>\n
In the U.S., Discovery, Disney, WarnerMedia and Comcast have between 40 percent to 50 percent of original first-run TV titles commissioned in 2021 going to SVOD. This change has been driven largely by an overall increase in the number of shows commissioned by the groups.<\/p>\n
Disney and WarnerMedia led the way with a strategic shift several years ago, according to Ampere, while Comcast and Discovery caught up in 2021.<\/p>\n
Discovery moved from having a minimal focus on VOD originals in 2019 to placing the greatest emphasis on streaming originals. In 2021, nearly half (48 percent) of its first-run commissions were for VOD platforms, primarily discovery+.<\/p>\n
Paramount, though, lags its studio rivals, with only one-third of commissions going to VOD, as time and resources over the last two years have largely been spent readjusting content priorities among its cable assets following the 2019 Viacom-CBS merger.<\/p>\n
Fred Black, research manager at Ampere Analysis, said: \u201cOriginal content is crucial to the success of any SVOD service. And alongside increasing the volume of streaming originals, the studios are using a strategy centered on adapting existing IP, spin-offs and reboots in their efforts to migrate loyal cable and movie audiences to the new ecosystem. Franchise character spin-offs have proven enormously successful for Disney+, with titles such as The Mandalorian<\/em> and Marvel series like Loki<\/em> and WandaVision<\/em> boosting the service\u2019s early audience growth.<\/p>\n \u201cThe other studios have taken note; spin-offs from Food Network cooking competition Chopped<\/em> and TLC stalwart 90 Day Fianc\u00e9<\/em> are increasingly housed on discovery+, and while Paramount Network\u2019s blockbuster hit Yellowstone<\/em> is currently streaming on Peacock due to a preceding deal, the after-show reaction series and dramatic spin-offs will be found on Paramount+.<\/p>\n \u201cReboots are another way to capture audiences from elsewhere and head up HBO Max\u2019s slate with series like And Just Like That\u2026<\/em> and Pretty Little Liars<\/em>. Don\u2019t forget the power of kids’ content in the streaming game, too; Peacock is betting heavily on DreamWorks Animation\u2019s library of IP for new animated series.<\/p>\n \u201cAll of this poses a problem for incumbents like Netflix and Amazon, which find themselves needing to build out franchises at an accelerated rate to compete through a combination of buying up existing IP like Lord of the Rings<\/em>, the Roald Dahl books or The Witcher<\/em>, as well as leveraging existing hits like Amazon\u2019s The Boys<\/em> or Netflix\u2019s Selling Sunset<\/em> to the maximum extent through multiple spin-off series to keep pace.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":" According to Ampere Analysis, the five largest U.S. content commissioners\u2014Discovery, Disney, Paramount, WarnerMedia and Comcast\u2014have increased the proportion of their original slates premiering online.<\/p>\n","protected":false},"author":350,"featured_media":10641,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[75,69],"tags":[1847],"class_list":["post-10640","post","type-post","status-publish","format-standard","has-post-thumbnail","","category-analysis","category-top-stories","tag-ampere-analysis"],"yoast_head":"\n