'Squid Game'

Source: Netflix

‘Squid Game’

Netflix commissioned original film and TV content from 28 different markets in the second quarter of 2022, a record for the streaming firm according to a report by Ampere Analysis.

The geographical scope of Netflix’s commissioning reflects the increasing importance of the international audience to the company’s growth, according to Ampere.

Netflix has commissioned new content from 44 territories since the start of 2020, far ahead of rivals. By comparison, Warner Bros Discovery’s SVoD platforms (HBO Max and Discovery+) ordered film and TV content from 27 territories over the period, Disney from 23 and Amazon from 21.

Netflix’s international commissions have now outranked home-grown US content for seven straight quarters.

Since the start of 2020, the streaming giant has commissioned 664 American first-run TV or movie originals - 50% more than the combined Discovery+ and HBO Max, twice as many as Disney+ and Hulu, and three times more than Amazon.

However, internationally Netflix commissioned 814 titles over the same period - 2.3 times as many as Amazon, 2.4 times as many as Warner Bros. Discovery, and three times as many as Disney’s suite of international streaming services. In total, Netflix has commissioned more non-US originals over the period than its key rivals combined.

Fred Black, Research Manager at Ampere said: “At a time where Netflix is feeling the pinch of successive quarterly subscriber losses, a recommitment to an international strategy allows the company to exploit one area where it still possesses an inherent advantage over studio-backed rivals. Disney+ or HBO Max may well make the next Stranger Things or The Witcher but are yet to show themselves capable of the next Money Heist or Squid Game.”

Ampere’s report states that international diversity gives Netflix a two-pronged path to growth. Firstly, by opening up new markets with the offer of localised originals to entice new subscribers. Secondly, by presenting a key point of difference to rivals in the US and globally through the availability of an international array of content.