Netflix dominates its streaming competition.
Spell that D-O-M-I-N-A-T-E-S!
My survey of the audience for US streamers in 3Q’23 focused on the Top 2 Documentary and Reality programs for eight platforms.
The chart tells the story:
- The blue bar represents the US audience in thousands for the highest-rated unscripted program for each streamer in August and September 2023.
- And the orange bar: the audience for their 2nd highest rated program.
The Top Two’s
And here are the top 2 programs for each platform:
Top 2 Documentary / Reality Programs by Platform
(US P2+, ‘000, 3Q 2023)
|#1||DEPP V HEARD||NETFLIX||Documentary||7,964|
|#1||SHINY, HAPPY PEOPLE||AMAZON||Documentary||687|
|#2||DEMONS & SAVIORS||HULU||Documentary||1,023|
|#2||ANIMALS UP CLOSE||DISNEY+||Documentary||448|
|#1||SUPER MODELS||APPLE TV||Reality||426|
|#2||WANTED ESCAPE: CARLOS GHOSN||APPLE TV||Documentary||135|
|#1||GREAT POTTERY THROW DOWN||MAX||Documentary||336|
|#2||SMARTLESS ON THE ROAD||MAX||Reality||149|
|#1||NEVER SEEN AGAIN||PARAMOUNT+||Documentary||226|
|#1||MYTH OF THE ZODIAC KILLER||PEACOCK||Documentary||270|
|#2||DATELINE: LAST DAY||PEACOCK||Documentary||256|
- Even the #1 programs for several streamers are small fraction of Netflix’s audience.
- Netflix’s top documentary is 10x Amazon’s #1, 5x Hulu’s, 6x Disney+, nearly 20x Apple TV’s, and so on.
- It is now clear that studios and legacy channel operators like WarnerBros/Discovery, Disney, Comcast/NBC/Universal and Paramount lack the reach to catch up with Netflix.
- They are incurring massive losses while enjoying incremental gains in streaming subscribers and revenues.
- Meanwhile their legacy networks are losing both subscribers and ad revenues to cord-cutting.
- A theoretical solution is to merge their content and and brands into a “Super non-Netflix” streamer. This is unlikely due to practical and “chief executive massive ego” factors that I may explore in a future post.
- Meanwhile, Sony is the major studio that decided to sit out Hollywood’s stampede into streaming. They are sitting pretty selling programs to all comers.
- Very interesting that six of the Top 16 shows are in the Crime genre.
- No other category comes close.
- Check out Camran Shealy’s The True Crime Boom: What’s Hot in 2023?
- There are many more opportunities for documentary filmmakers among the galaxy of streaming services.
- We recently covered Docsville in depth. Watch my Docsville webinar here!
- And don’t miss Wendy Bernfeld‘s upcoming webinar on licensing strategies for SVOD’s, AVOD/s and FAST channels, a reprise of Wendy’s standing room only MIPCOM presentation.
Ten U.S. Channels: What Are They Buying?
“Linear still matters!” is the theme of my Pact webinars with veteran programmer and analyst Dan Salerno on the U.S. channels’ programming strategies.
- Discovery Channel and Animal Planet
- National Geographic Channel and Nat Geo Wild
- A&E and History Channel
- HGTV & Food Network
- ID: Investigation Discovery
Other popular Pact / Documentary Business webinars
- Ed Hersh on the True Crime boom and what producers should pitch. (Meet Ed at Congress in Seattle.)
- Philip Shane shares his positive Takeaways on AI for Documentary Filmmakers.