Netflix is the largest on-demand video streaming platform at the moment, with over 250 million people around the world watching the titles that are available within it, but there is also a hidden problem that the company is trying to solve. According to some studies done by Nielsen on the habits of Netflix subscribers, it seems that they are not extremely interested in the original titles that are available on the platform, at least not for long periods of time.
Netflix sees great initial interest from subscribers for some of the original titles it releases on its platform, but it fades pretty quickly after they're released, at least according to this new study. According to the study, the 40 original creations, films or series, launched by Netflix in Q3 2021, amounted to only 1.5% of the total viewing hours generated in the US by subscribers, an extremely small percentage of the total viewings.
Netflix has a PROBLEM that few have thought of until now
It seems that Netflix's original movies are less successful than the series on the platform, something that maybe shouldn't be too much of a surprise, considering that they also have a much shorter duration. Among the most watched series available on the platform, the study says that Manifest, CoCoMelon and Grey's Anatomy had a greater share of success than the original series that the American company behind the streaming platform launched for subscribers.
“This suggests that Netflix will need to continually update its pipeline of original content to keep viewers engaged as they move from one original series to another. While acquired series appear to be relatively effective in driving long-term engagement, we believe that Netflix will have fewer opportunities in the future to acquire these series.”
In this idea, there is a constant need for new movies and series released by Netflix to keep subscribers interested in the content produced, but also for changes in the way they are produced for those who follow everything. If the current titles are not successful, then they are probably not produced well enough to stay in people's attention, so there is also a need for changes in the way they are produced for subscribers within the platform.
The interest of the streaming platform is to have subscribers as much as possible connected to what is presented for them within this platform, but it seems that much more is needed than what has been offered so far.
