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New research shows that almost a third of the content available to European Netflix subscribers now comes from the continent as the impact of quota regulations and their push into local original content begins to take hold. A study by Ampere Analysis suggests the streamer is at or above 30%. European content in “almost all” European markets, with UK, Ireland and France counting slightly below that mark.
That represents a rapid shift in recent months, with just 16 out of 27 markets analyzed falling below that threshold as recently as December 2021, and while the UK, Ireland and France are currently hovering around the 27 percent mark, Ampere, Netflix said was “just a ’rounding error’ preventing it from meeting the requirements across its European footprint.
In the UK, Netflix would hit the 30 percent mark if only 408 titles were added or 953 non-European titles removed. Even fewer are needed in France, Belgium and Switzerland, which are also just below the line.
“Quietly, while no one was looking, Netflix has increased the share of its European catalog titles to the point where meeting new quota regulations shouldn’t have a negative impact on its regional business,” said Guy Bisson, research director at Ampere.
Amazon surpasses 30 percent in Germany, Switzerland and Italy and is around 27 percent in the UK. Other markets range from 16% to 28%. Most of HBO Max’s European markets are already exceeding 25%, but Disney+ is lagging behind at just under 10% across its total presence.
All international SVOD services can be expected to continue to make waves across Europe as each spends heavily on original productions from the continent.
Ampere suggested that the increase in European content could be seen either as a benefit of regulatory pressure on US-based streamers to acquire and produce more directly from the European film and television markets, or as more direct involvement of global players competing for content, which was previously the stronghold of broadcasters in the domestic market.
“The milestone reflects the heavy investment in content outside the US, which is quickly being mirrored by other global streaming players. Perhaps more surprising than Netflix’s 30 percent milestone is the fact that some of the newer major studio players are already rapidly reaching a similar share of European content in their local catalogues.”