Gracenote, a Nielsen business, recently introduced the Data Hub. This tool makes it easier to understand what’s happening in the world of subscription streaming services like Netflix, Disney+, and Amazon Prime Video. This hub is built around Gracenote’s Global Video Data, which holds detailed information on TV shows, movies, and sports across dozens of countries. But what does this mean for the streaming industry, and how could different players use this data to gain an edge?
Imagine the Data Hub as a “map” that shows how much of each type of content exists on major streaming services worldwide. It doesn’t just stop at numbers; it offers insights into genres, moods, and where shows and movies originate. The goal? To give everyone from streaming platforms to advertisers a clear picture of what’s popular, where there might be gaps to fill, and how to keep audiences engaged with the right content.
Key Findings from the State of Play Report
Gracenote’s annual State of Play report alongside the Data Hub provides high-level insights that contextualize streaming content trends, helping companies make strategic decisions. Some notable findings include:
- Content Volume: Across Amazon Prime Video, Apple TV+, Disney+, Netflix, and Paramount+, there are over 550,000 episodes, movies, and sports programs. TV programming makes up 89% of the content.
- Exclusivity: An impressive 93% of programs are exclusive to one service, emphasizing the value of unique content for viewer engagement.
- Release Timeline: More than 70% of the content on these platforms was released after 2010, reflecting the streaming industry’s emphasis on modern, relevant programming.
- Platform-Specific Trends:
- Amazon Prime Video offers 72% of the movies and 57% of the TV shows available across these five platforms.
- Apple TV+ boasts three times more animated and children’s programming than other services.
- Disney+ is highly exclusive, with over 78% of its catalog unavailable on any other service.
- Netflix’s catalog features the most international content, with 68% of its library produced outside the U.S.
- Paramount+ holds the largest share of comedy content at 22.4%.
How Different Industry Players Could Use the Data Hub
Here’s a look at how various industry players can leverage Gracenote’s Data Hub to make smarter decisions:
- Streaming Platforms Seeking New Content:
A streaming service that wants to add fresh content might use the Data Hub to identify what’s missing in their catalog. For example, if a platform sees that they lack uplifting family content or gritty thrillers, they could use this insight to guide their next licensing or production decisions. By comparing audience data with Data Hub insights, they can also determine if the cost of licensing certain non-exclusive content aligns with viewer interest. - Content Creators Looking for the Right Partners:
For a content creator, the Data Hub offers clues on which streaming platforms favor specific types of content. If a producer sees that one service has less animated or children’s programming, they might target that service to pitch their new series. Additionally, content owners can track which platforms focus on specific genres and align their distribution strategies accordingly. - Advertisers Aligning Campaigns with Specific Content:
Advertisers looking to place their campaigns alongside specific types of content, genres, or moods can tap into Gracenote’s insights to align with the right programming. Knowing where family-friendly content, for instance, is prominent lets brands make smarter, contextually relevant ad placements, enhancing their campaigns’ resonance. - Journalists and Analysts Examining Streaming Trends:
For journalists covering the globalization of streaming or analysts studying exclusivity trends, Gracenote’s Data Hub is a rich source of context. They can uncover, for instance, how much of Netflix’s content is sourced from outside the U.S. or which platforms offer the most exclusive content. These insights help illuminate streaming’s evolving landscape.
The Importance of Catalog Depth
Gracenote’s data indicates that catalog depth is increasingly crucial in keeping audiences engaged, particularly as competition between platforms intensifies. High-profile releases generate spikes in viewership, but long-standing, deep libraries sustain viewer interest over time. The report reveals that in the U.S., licensed content titles frequently attract more viewing minutes than original series, suggesting that classics play a vital role in viewer retention and reducing churn.
Gracenote provides streaming platforms, advertisers, and creators with essential, data-driven visibility with these tools. As the competitive landscape intensifies, the insights from Data Hub and the State of Play report will likely become even more valuable for understanding catalog depth, identifying opportunities, and keeping audiences engaged.
