Netflix and Amazon European programming has rapidly grown over the past few months and now stands at or above 30% of programming in nearly all of its major European markets, indicated Ampere Analysis.
With European 30% quota regulations for streamers already being introduced in a number of markets, the consultancy company remarked that Netflix is meeting requirements in almost every major country across the continent. The exception is UK and Ireland, where 27% of titles are European. France is also slightly under, as are minor markets Belgium and Switzerland, published Rapid TV News. Back in December 2021, 16 out of 27 markets analyzed by Ampere were under 30% European.
But Netflix is not alone. Amazon also exceeds the 30% quota in Germany, Switzerland and Italy and is on a par with Netflix in the UK with 27% of catalogue titles being of European origin. Other Amazon markets range from 16% to 28% European. HBO Max was also found to have a large proportion of European titles in its local catalogues, with the majority of its European footprint already exceeding 25% European. Disney still has some way to go, hovering around the 10% European mark. But like other studio and global streamers, it has recently been ramping up its European local original production activities.
Ampere suggested that the change could be viewed from two sides of the fence in terms of success. It either reflected the benefits of regulatory pressure in boosting the acquisition and production of European film and TV by US-based players operating in the region, or it showed how global players are increasingly competing directly with local and regional players with content that was hitherto largely the stronghold of single-market local broadcasters.
