New intelligence from Ampere Analysis suggests US streamers are increasingly sharing content between platforms.
In July 2025, 39% of US titles (67,000 of 172,000) appeared on two or more services, compared with 13% in the UK and 8% in France over the same period. The high rate of non-exclusivity in the US VOD market is driven by AVOD platforms’ push to build content scale, premium players seeking to monetise library assets for additional revenue, and a broader impetus to share content in a crowded market.
Non-exclusivity is significantly lower in the major European markets at just 13% in the UK and 8% in France. This could change following recent deals between Disney and ITV, and Netflix and TF1.
Rahul Patel, Principal Analyst at Ampere Analysis, says: “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.”
The level of content overlap between streaming services has increased significantly over the past five years. Titles available on at least three VOD platforms rose from 9% in 2020 to 21% in 2025.
Prime Video’s exclusivity has also been diluted. Following the closure of Freevee and the absorption of much of its catalogue, the share of titles exclusive to Prime Video fell from 41% in August 2023 to 24% in July 2025.
The merger of Warner Bros. and Discovery further contributed to rising duplication, with 51% of HBO Max’s catalogue simultaneously available on Discovery+ as of mid-2025.
Overlap is also growing between unaffiliated services. In August 2020, 14% of Peacock’s library was also found on Prime Video; by 2025 this had risen to 35%.
Source: https://www.broadbandtvnews.com/2025/09/30/us-streamers-shift-to-non-exclusive-content/
