The so-called FAANGs (Facebook, Apple, Amazon, Netflix and Google) are sharpening up their original commissions as SVoD players across the board announce new content. New analysis by media analyst firm Ampere reveals that, though Netflix continues to lead the way in original content creation, the increasingly-versatile platforms Facebook, Apple and Google-owned YouTube are making unprecedented strides in original content production. However, the FAANGs are facing more competition from both industry outliers and established brands.
Other emerging SVoD players have announced original commissions, potentially shaking up the on-demand market. The creation of Disney’s DTC service and others such as DC Universe in the streaming market has meant that content once provided to Netflix will form the latter’s direct competition. In response, Netflix is continuing its successful formula by commissioning more original Sci-Fi and Comedy series, reacting to the tastes of its audience. The likely successes of these genres has not gone unnoticed by Apple who has stepped up production of its original content. Much of its $1 billion commitment has been allocated to youth-skewing genres.
According to Ampere, Netflix still dominates but Amazon and other players are ramping up their original content
In terms of genre, Ampere notes that:
“With so much new content being produced across a range of subscription services, the FAANG group are under increasing pressure to create content that not only attracts new audiences but also prevents existing consumers from churning,” notes Richard Cooper, Analyst at Ampere. “All the major players have been expanding the number of original commissions in the face of an increasingly competitive market. Netflix is set to more than double its originals catalogue, as is Apple. What’s interesting is the different audience profile that each of the FAANGs appear to be targeting with their originals content, suggesting they’re aiming at different niches within the SVoD market.”