US VOD Market Sees Surge in Content Overlap
The US video-on-demand (VoD) market is witnessing a surge in content overlap, with titles increasingly available on multiple platforms. This trend is driven by various factors, including the push for content scale by ad-supported (AVoD) platforms and the desire for additional revenue by premium players.
A recent study reveals that 45% of shared titles overlap between AVoD platforms, with the largest pairs being Tubi and The Roku Channel, and Tubi and Plex. This trend is not limited to AVoD; unaffiliated subscription-based (SVoD) pairs are also seeing growing content overlaps. Notably, 35% of Peacock's library is now available on Prime Video.
The rise in content overlap is evident in the increasing number of titles simultaneously available on multiple platforms. In 2020, this figure stood at 9%, but it has since risen to 21% by 2025. This trend is further underscored by the fact that 39% of US titles (67,000 out of 172,000) were available on two or more streaming services by July 2025.
Certain genres are particularly prone to this trend. Crime & Thriller accounts for 19% of shared titles, while Horror over-indexes at 5%. Moreover, high-value premium assets are increasingly being shared. In 2020, 31% of these assets were on more than one platform; by 2025, this figure had risen to 41%.
The increasing content overlap in the US VoD market is a result of strategic decisions by platforms to maximize content scale and revenue. This trend is set to continue, with more titles becoming available on multiple platforms in the coming years. However, the exact details of content overlaps between major services like Netflix, Hulu, Amazon Prime Video, and Disney+ remain unclear.
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