Global streaming platforms are undergoing a strategic recalibration, as the balance shifts from original productions to proven, legacy content. According to Digital i’s latest report, Are You Still Watching?, the volume of original series released on Netflix, Disney+, Max, and Prime Video has dropped significantly—from 395 in 2022 to just 279 in 2024 across measured markets. This 29% decline signals a move away from the expensive, high-risk commissioning strategies that defined the “Peak TV” era.
At the same time, viewer behavior is evolving. Digital i has recorded a steady drop in viewing share for original content, with licensed programming overtaking originals for the first time in Q3 2023 across all measured services and territories. The report attributes much of this shift to a widespread appetite for nostalgia, noting the continued popularity of long-running U.S. dramas and sitcoms. “Grey’s Anatomy” alone accounted for more than two billion global viewing hours in 2024, while “House M.D.” and other library titles remain top performers.
This trend underscores the growing strength of evergreen content and the value of deep catalogs. As streamers race to retain users amid mounting competition and economic pressures, tapping into familiar franchises has become a safer and more cost-effective strategy. Despite this, Netflix has distinguished itself by continuing to prioritize original concepts. Of its top 25 most-viewed titles in 2024, 14 were based on original IP—more than any other service. This shows that, while the overall market is retreating from originality, Netflix is still betting on new ideas to power its global dominance.
Viewer engagement remains a decisive factor in content strategy, with completion rates emerging as a critical benchmark for success. According to Digital i, Amazon’s video game adaptation “Fallout” achieved a 67% completion rate, making it one of Prime Video’s standout performers. Netflix’s crime drama “The Gentlemen” also proved its staying power with a 61% completion rate, securing a renewal. In contrast, the mythology-themed series “Kaos” posted a lower completion rate of 47% and was not renewed, reinforcing how tightly renewal decisions are now tied to viewer retention data.
“Completion rate is becoming a reliable metric for predicting a show's long-term viability,” the report notes, indicating that platforms are increasingly data-driven when deciding what content to greenlight or cancel. This is particularly important in a climate where viewers are more selective and platform loyalty is harder to secure.
The data also suggest that these shifts are part of a broader industry recalibration. Original commissioning is becoming more selective, focused on fewer but potentially higher-impact releases. Meanwhile, the rise of licensed content is reshaping what success looks like on streaming platforms, with longevity, global appeal, and repeatability taking precedence over novelty.
As the streaming industry matures, the balance between creativity and commercial stability is being renegotiated in real time. Digital i’s findings reflect a market in transition—one where audiences are gravitating toward the comfort of the familiar, while platforms adjust their strategies to meet those expectations, maintain engagement, and protect margins. In this new era, the battle is no longer just for attention, but for consistent, measurable, and repeatable viewing behavior.