Only 35.6% of the 14.8 billion hours of viewing on Netflix that occurred from January through March of this year was for original TV shows and movies, Omdia said.
Crunching data from PlumResearch, the Informa research company's conclusion flies against a popular narrative — that the oracle-like brilliance of top Netflix executives Reed Hastings and Ted Sarandos presciently predicted a pullback of content by Hollywood's incumbents, and in a move of heartbreakingly staggering genius they set about building their original content juggernaut, powered by a $17 billion budget.
It's only sorta true.
In fact, in places like Japan, only around 20% of Netflix watching is for original shows.
This is also worth noting: Of the 935 original series and movies Netflix produced in 2022, 403 were made in America.
However, speaking to Netflix's locally produced strategy, market in which the streaming company has invested in local fare have over-indexed.
For example, only around 25% of Netflix viewing in South Korea is for original shows. However, 68% of that viewing is for series and movies shot locally.
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Daniel Frankel is the managing editor of Next TV, an internet publishing vertical focused on the business of video streaming. A Los Angeles-based writer and editor who has covered the media and technology industries for more than two decades, Daniel has worked on staff for publications including E! Online, Electronic Media, Mediaweek, Variety, paidContent and GigaOm. You can start living a healthier life with greater wealth and prosperity by following Daniel on Twitter today!