In the first half of 2020 Netflix registered 25m new members worldwide, twice as many as had signed up in the same period a year earlier
AS LOCKDOWNS LOOMED last year, people scrambled to stock up on home-survival essentials: food, medicine and a Netflix subscription. In the first half of 2020 the streaming company registered 25m new members worldwide, twice as many as had signed up in the same period a year earlier. With viewers hunkering down to see out the pandemic on the sofa, “Outbreak”, a disaster movie from 1995, made Netflix’s top ten.
Season two has a little way to run. Though new subscriptions in America have slowed to a trickle, Netflix has scope to charge viewers more. It makes an industry-leading $14.88 monthly from each American member, more than double the takings of Disney+, its main rival, according to MoffettNathanson, a firm of analysts. Despite this fewer members quit Netflix each month than ditch other streamers, according to Antenna, a data company.
Like the financial barrier, cultural ones are high in show business. Enders Analysis, a research firm, found that programmes made by British broadcasters were richer in local idiom than those commissioned by foreign streamers. “Sex Education”, a Netflix series set in rural England, had fewer than five British references per hour. “Peep Show”, a home-grown hit, had more than 35, from “johnnies” to Findus Crispy Pancakes, a national delicacy.
Of Netflix's rivals, only Amazon and Apple, a smartphone-maker with entertainment ambitions, are truly global; each claims to be streaming to audiences in more than 100 countries. But neither has yet matched Netflix’s production chops. Last year Netflix became the biggest commissioner of European content, overtaking the BBC, France TV and Germany’s ZDF, according to Ampere Analysis, another research firm.
The answer, for many, is video games. The industry already generates nearly $180bn a year in global revenues and is expanding fast. PwC, a consultancy, estimates that gaming’s share of global entertainment-media revenues has risen from 15% in 2019 to 19% this year. In America, under-25s already rank gaming as their favourite pastime .
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