Netflix is flooding the zone

Netflix continues to play in a league of its own when it comes to winning over audiences with its original programming: 33 of the top 50 original shows viewers watched in the second half of last year were on Netflix, according to Samba’s new State of Viewership Report.

• 72 percent of Netflix viewers watched multiple original shows in the second half of 2022, compared to 49% of Max subscribers, and just 33% of Disney+ subscribers.

• Some of that may have to do with the sheer breadth of content  on Netflix, but the company’s continued embrace of binge-ready bulk releases of entire seasons may contribute to it as well: The top ten of all shows released in bulk were all Netflix originals, according to Samba.

• That model continues to resonate with audiences: 48% of all docuseries and 44% of all crime dramas were binged, followed by 40% of all comedies and 38% of all dramas.

• All of this has led to industry-leading low churn rates: Monthly churn across Netflix subscribers was below 2% in the second half of 2024, compared to a little over 4% for Disney+ and more than 7% for Max.

This article was first published as part of Lowpass, a weekly newsletter about AR, VR, streaming and more. Sign up now for free.

Photo by Thibault Penin on Unsplash