How has the end of 'Peak TV' affected the market for original content?
And with an overwhelming level of choice between streaming services and enormous content libraries, are viewers still engaging with new shows?
In our latest Trend Report: Are You Still Watching?, we examine the Post Peak TV Content Landscape, reveal the metrics that indicate content success, and how to optimise show engagement.
Follow this link to download the full report and read on for a sample of the insights.
Post Peak TV Content Landscape
Since the end of 2023, the number of original series launched on the four major global streamers measured by Digital i (Netflix, Disney+, Max, Prime Video) has declined, with 279 original shows launched in 2024, compared with 395 in 2022, across measured territories.
The era of 'peak TV’ hit its zenith in Q4 2022, when original global streaming content accounted for nearly 60% of all viewing time on the major streaming platforms. However, original content viewing has been in steady decline since, and in Q3 2023,viewing to licensed content overtook viewing to originals.
Metrics of Success
Video game adaptation Fallout was one of the top performing shows for Prime Video last year, scoring above platform average on the key metrics of starters, watchers and completers.
Meanwhile, Prime Video sibling My Lady Jane was on the threshold for completers, but the number of starters was not high enough to secure the show a second season.
Optimising Show Engagement
In 2024, new streaming shows that launched season ones of between 3-6 episodes had the highest average percentage of completers at 48%.
Meanwhile, season ones of 11-15 episodes recorded an average of just 26% completion rate.
The completion rate for shows of 16 episodes and above did rise to an average of 29%; this is because longer seasons are often soaps or anime titles, which attract a loyal, consistent following.
Overall, the data is clear, shorter seasons increase completion rate.
Are You Still Reading?
To read the full report, click here.
It's a tough market for producers and studios, right now. But the right quality data and expert team support can give you the edge on your competition.
Digital i data proves the value of your content to global subscribers.
No one knows viewers like Digital i.
.jpg)
