According to Ampere Analysis – a data and analytics company specialising in media – 30% or more of Netflix’s content (measured as a proportion of titles in its catalogue) is European in nearly every major European market.
Several European countries have already begun adopting regulations which require streaming services to ensure 30% of their content is European.The high proportion of European content on Netflix in most European markets means the company can meet these quotas without a negatively impacting their regional business, across their entire European footprint.
Exceptions include the UK and Ireland, where titles on the service are 27% European. Netflix would have to add 408 European titles (or remove 953 non-European titles) to reach 30%. The company also falls short of 30% in France by 344 titles, Belgium by 220, and Switzerland by 230, as well as in Italy and Denmark by less than 60 each.
At the end of 2021, Netflix’s content in 16 of the 17 markets analysed by Ampere Analysis was under 30% European, reflecting a focus on investing in European content over the last year. Guy Bisson, Research Director at Ampere Analysis, said: “The milestone is a reflection of heavy investment in content outside the US which is rapidly being mirrored by other global streaming players. Perhaps more surprising than Netflix’s 30% milestone is the fact that some of the newer major studio players are already rapidly approaching a similar proportion of European content in their local catalogues.’’
Ampere Analysis also reveals that Amazon Prime Video is set to exceed the 30% mark in Germany, Switzerland and Italy, and matches Netflix’s proportion of European content in the UK (27%). In other European markets, the streaming service ranges from 16% to 28% European content, according to the data and analytics company.
HBO Max – the Warner Bros. Discovery owned streaming service – already exceeds 25% European content in most of the markets it has a presence in, while Disney still stands at around the 10% European content mark but, according to Ampere Analysis, has recently been ramping up its catalogue of European content.