The number of TV seasons cross-licensed between Netflix and Warner Bros. Discovery’s Max and Discovery+ more than tripled in 2023, while the overlap between Amazon and the streaming studios also grew significantly.The growth in cross-licensing is the subject of a study by Ampere Analysis who have created a ‘power-ranking’, based on in recent major deals, including agreements between NBCUniversal, Disney, Warner Bros. Discovery and Netflix.In a blog post, Ampere’s Rahul Patel says titles with ‘licensing power’ fulfil the following criteria: they have completed their first run; have at least three seasons; are Scripted; of US-origin; and still maintain consumer engagement (measured with Ampere’s Popularity Score). Disney holds the most titles with licensing power, owning 148 that were still exclusive to its own streaming services as of December 2023 – a potential licensing cache more than double the size of any other major Hollywood studio.“We expect more licensing deals for high profile titles to be struck in 2024 between major VOD providers,” said Patel. “Studios’ strategies will need to carefully balance exclusivity and non-exclusivity to ensure their streaming offerings are distinct and compelling while also maximising the value of their content as it moves to a second window.”Comedy is the most common genre, accounting for 25%. This is driven by US audiences’ continued interest in a host of locally produced long-running sitcoms. Many of these ended their run long ago (including The Office, The Golden Girls and Seinfeld) but some are more recent hits (such as Brooklyn Nine-Nine). The enduring nature of these sitcoms is a powerful tool for streamers, their sheer volume can keep audiences engaged for longer, turning them into a valuable subscriber retention tool.However, not all the titles with licensing power will be marked as ‘available to rent’, six of the 20 most popular titles in Paramount Global’s vault are in the Star Trek franchise. Studios are understandably reluctant to give up exclusivity for major franchises as they built their streaming services.
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