US streaming platforms are rapidly shifting away from exclusivity in favor of shared catalogs as competition intensifies and revenue diversification becomes a key strategic goal. New research from Ampere Analysis reveals that 39% of movies and TV seasons available on US VoD platforms in July 2025—equating to 67,000 of 172,000 titles—were available on at least two services, a significant leap from just 9% in 2020.
This trend is particularly pronounced in the ad-supported video-on-demand (AVoD) space. Shared titles between AVoD platforms accounted for 45% of all overlapping content, with Tubi and The Roku Channel leading the pack at 23,600 shared titles, followed closely by Tubi and Plex with 21,700. The convergence is also driven by premium services aiming to monetize back-catalogue assets. Rahul Patel, Principal Analyst at Ampere Analysis, noted, “The higher degree of non-exclusivity within VoD catalogues reflects the maturity of the US market. Platforms understand that new Originals and flagship franchises drive subscriber retention, while the longer tail is less central—freeing it to be licensed elsewhere for extra revenue.”
This overlap isn’t limited to low-value library content. High-value premium assets—defined as titles with a Critical Rating score of 60 or higher—are also increasingly co-licensed. In 2025, 41% of such premium titles appeared on more than one platform, up from 31% in 2020. Genre-specific data highlights that Crime & Thriller content represents 19% of shared titles, versus 16% across the full catalog, while Horror titles are similarly over-indexed at 5.0% compared to 3.6% overall.
Vintage content continues to dominate the shared landscape, with titles released between 2010 and 2019 comprising 43% of all overlapping titles. More recent releases (2020–2025) account for 28%, suggesting that older content continues to be a core licensing asset.
In the subscription VoD (SVoD) space, the trend is equally clear. After Amazon shuttered Freevee and folded its content into Prime Video, Prime Video’s exclusivity rate dropped from 41% in August 2023 to just 24% in July 2025. The consolidation of Warner Bros. Discovery further increased catalog convergence, with 51% of HBO Max’s content now also available on Discovery+.
This dynamic is not limited to affiliated platforms. The share of Peacock’s catalog available on Amazon Prime Video has more than doubled, rising from 14% in August 2020 to 35% in 2025. Co-exclusive deals are also emerging among premium players, such as Netflix’s content-sharing arrangements with HBO and Disney’s deals with AMC.
While the US market leads this transformation, Europe is beginning to follow suit. Non-exclusivity rates remain lower, with just 13% of titles shared across services in the UK and 8% in France. However, new broadcaster–streamer alliances, including Disney+ with ZDF and Atresmedia, and Amazon’s recent partnership with France Télévisions, indicate that similar trends are taking root.
As the streaming ecosystem matures, non-exclusivity is becoming a strategic lever. The rise in content sharing, particularly of premium and genre-specific titles, reflects a pragmatic shift: platforms are prioritizing reach, monetization, and engagement over the traditional exclusive-first model that defined the early years of the streaming wars.
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