The U.S. Is Growing—But Losing Catalog Share on Streamers
Gracenote reports that U.S.-produced SVOD titles increased 13% year-over-year, while the U.S. share of available titles across the five top streaming services fell to 42% from 45% a year ago. The post highlights Netflix as having 32% U.S. titles, with South Korea (9.8%) and Japan (9.5%) contributing larger shares than Great Britain, alongside international titles appearing in Nielsen Top 10 rankings.
Key Takeaways
- U.S.-produced SVOD output: +13% YoY, but U.S. catalog share across top streamers fell to 42% from 45%
- Netflix’s catalog is only 32% U.S. titles, underscoring the platform’s global weighting
- South Korea (9.8%) and Japan (9.5%) are now bigger Netflix catalog contributors than Great Britain
- International titles are increasingly mainstream, showing up regularly in Nielsen Top 10 rankings
- Country-of-origin mix is becoming a deliberate strategy lever for discovery, engagement, and planning
Why It Matters
This is the new streaming meme: “more U.S. content” can still mean “less U.S. dominance.” As catalogs globalize, executives should treat country mix like a portfolio decision—impacting recommendation performance, marketing efficiency, dubbing/subtitling budgets, and even ad sales packaging by audience segment. For studios, it raises the bar on rights strategy: global buyers want scalable stories with clear localization paths, not just domestic hits. For platform teams, measurement and forecasting assumptions built on U.S.-centric supply are getting stale—especially when non-U.S. titles are now consistent Top 10 contenders.
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