Netflix programming: Release and viewing trends
This report tracks Netflix’s original content output, which declined in 2024: docuseries and stand-up comedy were the only genres that grew in volume.
We provide an overview of what programming is working, by overlaying Netflix’s ‘mood tag’ and genre metadata onto global and UK viewing.
We analyse Netflix’s approach to film and, in particular, the difference in output and success of more and less expensive features.
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Netflix Q1 2025: Visibility declines, UK shows soar
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Netflix Q1 2025: Visibility declines, UK shows soar
22 April 2025Netflix beat its own Q1 revenue and profit forecasts but an uneven outlook means that its previous 2025 projections (12-14% revenue growth with a 29% margin) remain relevant. The end of reporting of subscription numbers and ARPU means that there is less visibility on the success of advertising and its regions
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18 July 2025Netflix improved on its Q2 revenue and profit forecasts, driven by successful implementation of price rises and USD weakness. There continues to be little substantive information offered about the advertising business
Most of Netflix’s engagement growth is derived from its existing heavy users. Lighter users, who are more susceptible to churn, appear to be most under pressure from YouTube
In the UK, new Netflix original content no longer appears to be driving new subscriptions. This means it can be better used to shape engagement in a way that optimises monetisation
Films on Netflix: Serving different needs to TV
16 September 2024Netflix audiences gravitate towards lean-back, family films and comedies, marking a notable contrast with the kinds of TV shows which get the most viewing.
Films and TV are watched differently on Netflix: films draw more repeat viewing, are more of a communal experience and are highly sought after on weekends.
This explains why Netflix—even without a consistent, broad theatrical strategy—invests heavily in film: it brings in a discrete audience and boosts engagement for most viewers.