Licensed content continues to play a significant role in the success of streaming platforms like Netflix, with 45% of viewing on the platform coming from licensed titles. This challenges the notion that exclusive content is the key driver of audience engagement. Shows like "Suits" have found new life on Netflix, attracting both old and new fans. Licensing remains a crucial part of the streaming business model, providing viewers with familiar shows and a deep repository of older content. While Netflix has successfully elevated licensed content from other networks, it does not plan to license its own content to competitors.
Licensed content drives a significant portion of audience engagement on streaming platforms, with 45% of viewing on Netflix coming from licensed titles. This resurgence of licensed content challenges the notion that exclusive content is the key to success in the streaming wars. Netflix has found success in attracting a global audience to shows like "Suits," which were previously available on other networks. While licensing remains a crucial part of the streaming business model, Netflix does not plan to license its own content to competitors.
Netflix has released its first biannual viewership report, providing transparency on its viewership data. The report covers over 18,000 titles and nearly 100 billion hours viewed, representing 99% of all viewing on Netflix. "The Night Agent" claimed the top spot with 812 million hours viewed, followed by "Ginny and Georgia" with over 665 million hours viewed. Netflix's licensed content accounted for 45% of viewing hours, but the company has no plans to license its own content to competitors. Netflix shares have risen over 50% since the beginning of the year.
Netflix has released its first biannual report, titled "What We Watched: A Netflix Engagement Report," which provides transparency on viewership data for both licensed content and original shows. The report covers over 18,000 titles and nearly 100 billion hours viewed between January and June 2023. It reveals that licensed titles, such as "Suits," can perform exceptionally well alongside Netflix originals. The report focuses on hours viewed rather than estimated viewers, and there is significant overlap between the titles on the report and Netflix's weekly Top 10 lists. Netflix plans to release another report covering the June-December period next year.
