Study: Turning content dollars into audience - Page 19

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The overall largest amount spent on content falls to Netflix, with at total spend of approx. $19 billion. Comparing the numbers of Netflix to those of Amazon Prime Video, we can see that Amazon Prime has a slightly higher audience growth rate, while its growth in content spending is

also slightly higher, thus making Netflix more content-efficient.

Apple TV+ has increased its expenditures on content by a significant 500% in the space of one year which is also due to its recent market entry. Unlike Disney+, Apple TV+ did not have a large existing portfolio to draw on when it launched in 2019, which explains the immense increase in content

spending.

Figure 4 – Absolute spending on content per player

1) Spending of joyn and ProSiebenSat.1 cannot be differentiated

ABSOLUTE SPENDING ON CONTENT PER PLAYER (IN BN USD)