Across the US streaming landscape – including paid-for subscription services and pure-play ad-funded platforms – 67k movies and TV seasons can now be found on at least two different services, representing a peak of 39% of the total 172k titles tracked in July 2025, up from 27% five years ago.

The trend is primarily driven by the significant growth in the volume of titles available on multiple services: Indeed, titles simultaneously available on at least three different US VoD platforms has grown from 9% of all titles in 2020 to 21% in 2025.

However, rates of non-exclusivity are much higher in the US than in major European markets, where non-exclusivity levels reached just 13% in the UK and 8% in France at the same point.

While non-exclusivity is often associated with AVoD platforms, SVoD services are also contributing to this trend. Among non-exclusive titles, 43% are jointly available on a combination of US SVoD and AVoD services; a further 12% are jointly available on multiple SVoD services.

Market consolidation is a key contributing factor to these changing dynamics. The closure of Freevee (Amazon’s AVoD service) and the subsequent addition of much of that content to Amazon Prime Video has resulted in Prime Video’s exclusivity share in the market falling from 41% in Aug 2023 to 24% in July 2025. Content overlaps are also growing among unaffiliated SVoD pairs; In Aug 2020 14% of the Peacock library was available on Amazon Prime Video too. Now that is 35%.

This higher degree of non-exclusivity within SVoD catalogues reflects the maturity of the US market: Platforms are established and now understand that subscriber retention is driven by new Originals and flagship franchises while the longer tail of their content portfolios is less central, allowing those titles to be made available elsewhere for additional revenue.

The remaining 45% of non-exclusive titles overlap between different AVoD* platforms: Tubi and The Roku Channel, for example, had 23.6k movies and TV seasons in common in July 2025. For AVoD services, gaining scale in viewer engagement through larger content libraries is key to any ad-supported business model, and licensing content more cost effectively through non-exclusive deals – the norm for how studios license to AVoD platforms – facilitates that scale.

Non-exclusivity in the VoD space has yet to take off to a similar extent in major European markets. But recently announced streamer-broadcaster pacts – like those ZDF and Atresmedia entered with Disney+, as well as Netflix with TF1 and Amazon with France Télévisions – point towards a similar trend in this region over time.

*AVOD refers to the content available on-demand on such services and does not include their FAST channel-only titles.