In Q1 2024 Netflix and Amazon returned to dominance in Original commissioning, having been challenged in recent years by the launch of studio-backed SVoD platforms. Ampere’s latest data indicates that Netflix commissioned its highest number of new titles since Q3 2021, while Amazon set a new record for its quarterly commissions. This resurgence in Original orders coincides with falling commissions from cost-conscious rival streamers, which meant the two streaming giants accounted for more than half (53%) of all SVoD commissions globally in Q1.

This growth is spurred by increased investment in international territories, with Netflix and Amazon ordering the majority of their titles from outside the USA. Market saturation in North America, the growing cost of production, and the lingering impact of the Hollywood strikes have pushed Netflix and Amazon to increase investment in international productions to stimulate subscriber growth. In the past few years, spend outside of the USA by the two commissioners has increased steadily, and will continue to rise as the players attempt to combat domestic subscriber stagnation by chasing expansion internationally. 

Netflix’s commissioning growth propelled by W European and Asia-Pacific titles 

In Q1 2024, Netflix’s Western European commissions almost achieved parity with North American titles for the first time, with Asia Pacific titles also seeing a notable uptick. Netflix is seizing the opportunity for international growth, focusing on proven market providers of portable content such as Spain, India, and South Korea.

Cost-effective Unscripted content featured heavily in the platform’s Western European commissions, while Crime & Thriller content was a focus in India, which is predicted to become Netflix’s largest subscriber hub in the Asia Pacific region.

Netflix is increasingly reliant on pay-one agreements with theatrical studios for its supply of new, exclusive US films, and has decreased its domestic commissioning of original movies. By contrast, it has upped its international movie orders in territories like the Nordics, Asia Pacific, and Sub-Saharan Africa.

Amazon bets big on India 

Amazon’s Asia Pacific commissions in Q1 2024 were dominated by Indian productions with a record slate of 37 titles, more than the previous six quarters combined. The streamer also announced its largest slate of Indian original movies to date and is actively pursuing pay-one and co-financing deals with local theatrical distributors. This signals Amazon’s intention to take on the incumbent platforms, cementing India as the cornerstone of its international strategy.

Germany, where Amazon leads Netflix in terms of local subscribers, was the biggest winner in Western European commissions. After a period of focus on Italy and France, Amazon’s commissions saw an unprecedented increase in Germany in Q1 2024 with 13 content orders, almost doubling a previous high in Q1 2021.

Enabled by its takeover of studio MGM, Amazon has also upped its global orders of original movies in the past two years, commissioning more films than Netflix for the first time in Q2 2023, as it leverages its global position to expand further into the theatrical market to generate downstream revenues from its retail platforms.