As of October, Netflix emerged as the streaming service with the most demand for movies on its platform. Netflix surpassed Max in this measure only in the past quarter. Historically, Max has had the most in-demand movie catalog of SVODs in the U.S. Amazon’s Prime Video comes in a close third behind Max, but beyond the top three platforms, there is a sharp dropoff in the demand for other platforms’ movie catalogs.
Looking at the average demand for films on these streamers reveals differing approaches. Netflix may have the highest demand for its catalog, but this is driven in large part by the quantity of movies it has available to stream. Average demand for a movie on Max was 4.1 times the overall average for any film in October, which is more than twice the average demand for movies on Netflix (2.0 times).
Ultimately, this means that Max has been able to reach a similar level of demand for its movie catalog to Netflix (96% of the total demand of Netflix’s movie catalog) with fewer than half the movies available on Netflix.
Looking at average demand for movies on the platform, Disney+ actually has the highest (6.2x), driven by the big hits from brands like Marvel and Pixar. In October, Pixar’s “Elemental” was the most in-demand movie streaming on Disney+, with 44 times the average movie demand for the month.
However, Disney+’s smaller catalog means that, in aggregate, total movie demand on the platform doesn’t quite measure up to the three leaders — Netflix, Max, and Prime Video. Max’s ability to deliver a catalog of films with total demand on par with the market leader, but with only half as many titles as Netflix, shows how it has built a catalog of films audiences are more excited about.
This type of less-is-more approach to programming is likely an upside for platform users struggling to sort through the glut of content that has come to define the streaming era.
Christofer Hamilton is a senior insights analyst at Parrot Analytics, a WrapPRO partner. For more from Parrot Analytics, visit the Data and Analysis Hub.
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