Gracenote, Nielsen’s content data division, has launched the Data Hub to provide more insight into global subscription VOD (SVOD) programming trends and changes.
It covers 23 countries and spans film, TV and sports content volume, genre, mood, exclusivity and country of origin.
The Data Hub will be updated quarterly and includes data visualisation showing the programming make-up of Amazon Prime Video, Apple TV+, Disney+, Netflix and Paramount+.
Insights from the service will allow streaming platforms, content owners and advertisers to develop data-informed strategies regarding content distribution, licensing and media buying, Nielsen said.
Trent Wheeler, chief product officer at Gracenote, said: “Through new resources tapping our data, we’re enabling clear visibility into catalogue volume and composition, as well as content make-up and characteristics, to help inform business decisions that drive success.”
Content boom
At the same time, informed by insights from the new Data Hub, Gracenote has released the third instalment of its State of Play report.
The study found there are now 550,000 TV show episodes, films and sports-related programmes available across the five SVOD platforms tracked by Gracenote. On a unique film, sports and TV programme level (not counting individual episodes), the total is at 84,000.
Notably, the data highlights the relative recency of the current content boom: Gracenote found that 70% of the programming available was released after 2010.
In a competitive landscape, exclusivity has become a point of difference: 93% of the content is available on just one platform.
This is particularly the case for Disney+. More than 78% of its content cannot be found elsewhere — likely due to its extensive Disney portfolio as well as ownership of the Marvel and Star Wars franchises.
Depth and exclusivity are key
Amazon Prime Video is responsible for the most amount of content tracked: it accounts for 72% of films and 57% of TV programmes on Gracenote’s database.
However, Netflix is strongest from an international perspective: 68% of its content was produced outside the US.
In genre terms, Apple TV+ has three times more animated and children’s programming than the other platforms, while Paramount+ possesses the greatest proportion of comedy content (22%).
Gracenote pointed out that, in a content-heavy SVOD landscape, catalogue depth and content exclusivity are key.
In order to stand out in this competitive market, streamers must utilise content discovery features and personalised recommendations to keep users engaged, increase time spent and reduce churn, it added.
