Legacy shows are key for global streamers

While it is commonly assumed that the success of streaming platforms stems from their “original” content, the data tells a different story – programmes developed long ago by traditional TV channels often attract the highest viewership on SVOD.

Franchise shows dominate vs originals

Streamers are increasingly adapting existing programmes, and these shows achieved greater reach last year than totally original concepts. In 2024, Netflix was the only service with more original shows (14) entering the top 25 than titles based on existing programmes.

Existing IPs vs original concepts: top 25 new shows by reach, 2024

Fewer original series are being produced

Since the end of 2023, the number of original series launched on major global streamers has declined. There were more than 100 fewer new originals in 2024 (279) than in 2022 (395). Reasons for the decline are multiple, from the 2023 Hollywood strikes, and the delay or cancellation of many originals, to global streamers prioritising cost efficiency.

Number of original shows’ first seasons released, 2022-2024

Viewers are actively seeking out familiar, long-running shows and the industry is feeding this appetite, as can be seen through the commissioning of spin-offs and revivals of popular titles, from Suits LA to Dexter: Resurrection.

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Legacy US dramas and sitcoms dominate the global streaming top 10

Increased viewing for licensed content is partly due to the continuing popularity of legacy US dramas and sitcoms.
Library shows such Grey’s Anatomy or Friends still cut through, as audiences binge familiar titles.
Six of the global top 10 shows of 2024 premiered in the 2000s or earlier.

Top global shows ranked by viewer hours (in millions), 2024 (1)

Digital i

Digital i is a TV and streaming analytics company that specialises in audience measurement and content performance insights. Its latest trend report: Are you still watching? offers key insights into SVOD viewing habits.