Broadcast’s Peter White
assesses Ampere Analysis’ research into the secretive SVoD service’s content strategy in the UK.Netflix
is cementing its growth in the UK, where it has 6.1 million subscribers, by overhauling its programme library to move from a longtail warehouse to a premium platform.
The SVoD service’s second stage of growth is built around a constant refresh of its TV catalogue, with original commissions and high-profile acquisitions replacing older titles.
Exclusive data, provided by research firm Ampere Analysis, reveals that Netflix
refreshed an average of 10.6% of its titles each month between July 2015 and March 2016. That rate jumped to 13% of programmes in April 2016.
This turnover comes alongside a huge cull in titles more than two years old. Netflix
UK cut its catalogue by 490 TV and film titles from December 2015 to June 2016, from 2,502 to 2,012.
This echoes similar moves in the Us, where the firm reduced the total number TV shows on offer from 1,609 in January