Key Subscription Video-on-Demand (SVoD) players are pushing for an edge on their competitors by increasing their array of “Exclusive” and “Original” content, that can only be accessed on their respective platforms. Netflix, which is aiming to add 1,000 hours of original content in 2017, and Amazon are at the forefront of this move. Over the past 12 months, Netflix’s “Original” and “Exclusive” catalogue has more than doubled in size, while Amazon’s has grown by nearly three-fold.
A key reason behind this trend is Netflix’s current drive to acquire international exclusive rights for locally produced content, whilst allowing the local broadcasters to maintain the rights in their own market. This enables Netflix to cherry-pick high-quality local content and expose it to a wider market, providing near global distribution in a single, cost effective, deal. At the same time local producers are able reach a level of international distribution that would otherwise be very challenging to achieve.
Titles such as the South Korean Film “Pandora”, and UK Series “Chewing Gum” are just some of those that have seen the benefits of these deals. Ampere estimates 24% of Netflix’s current “Exclusive” or “Original” titles are subject to such arrangements, whilst Netflix possesses full worldwide rights for around 45%.