2024 State of Play
Global streaming insights and the content that keeps viewers hitting play
The importance of content has never been greater for global streaming services. Now evolved from subscription-driven growth strategies, providers are leaning into a mix of high-profile originals, sports and deep content libraries to entice viewers and keep them engaged once they’ve tuned in.
This year’s State of Play report highlights key findings from an in-depth analysis of the content distributed by the industry’s leading subscription video-on-demand (SVOD) services. Streaming platforms, publishers and studios can use these insights to refine their distribution strategies and develop personalized content journeys for audiences who are hungry for content, yet unsure how to find what they’re looking for.
Key report findings:
- 93% of the content that global SVOD services offer is exclusive to an individual service, but much of it isn’t being watched.
- Licensed TV shows drive nearly twice the viewership of original programming, but much of that viewership is for non-exclusive content.
- Less than 12% of SVOD content was produced before 1990, and over 80% was produced in the last 35 years.
- SVOD content is increasingly global: only 44% was produced in the U.S.
- Drama is the dominant genre and tense is the most common mood across SVOD content.
The cost of fragmentation: Discovery challenges are pushing sports fans to highlights
Discovery is a bigger hurdle for sports fans than subscription cost.
Solving sports churn: the home screen advantage in modern streaming
Centralizing everything that fans are looking for can reduce churn and foster long-term engagement.
Home screen advantage
Centralized sports hubs could be game changing for content providers.