Entertainment: The Great Content Convergence: Streaming's Shift from Exclusivity to Scale

What is the Content Overlap Trend?

The content overlap trend is a significant strategic shift among streaming platforms, particularly in the US, away from prioritizing exclusive content and toward a model of licensing and sharing catalogs. A new report from Ampere Analysis reveals that in July 2025, 39% of all titles on US VoD platforms were available on at least two services, a massive increase from just 9% five years ago.

• Shared Catalogs: The trend is characterized by a high degree of non-exclusivity, where a significant portion of movies and TV shows are shared across multiple streaming platforms.

• Monetization of "Long Tail" Content: Platforms are strategically licensing their back catalogs—the vast majority of their older, non-original content—to other services for additional revenue.

• Rise of AVoD: The trend is especially pronounced in the ad-supported video-on-demand (AVoD) space, where shared content accounts for a major portion of the overlap.

Why it is the topic trending: The Streaming Wars Evolve

This trend is gaining significant traction because it reflects the maturation and growing challenges of the US streaming market, where platforms are prioritizing profitability and audience reach over subscriber acquisition at any cost.

• Market Saturation: The US streaming market is highly saturated, with a multitude of services competing for a finite number of subscribers. This forces platforms to seek new revenue streams beyond subscription fees.

• The High Cost of Exclusivity: The early years of the streaming wars were defined by a costly race for exclusive original content. Platforms are now realizing that new originals drive subscriber retention, but a "longer tail" of library content can be monetized elsewhere.

• Audience Fatigue and "Stacking": Consumers are experiencing "subscription fatigue," feeling frustrated by the need to subscribe to multiple services to get the content they want. Content overlap is a direct response to this, as platforms find new ways to reach audiences who are not subscribed to their service.

• Strategic Consolidation: Mergers and acquisitions, such as the consolidation of Warner Bros. Discovery and the folding of Amazon's Freevee into Prime Video, are leading to a natural convergence of catalogs, further increasing content overlap.

Overview: From Exclusive to Inclusive

The US streaming market is undergoing a major transformation. A new report from Ampere Analysis shows that content overlap has surged, with nearly 40% of all titles now shared across multiple platforms. This shift from an exclusive-first model to one of shared catalogs is a clear signal of the market's maturity. Driven by AVoD platforms seeking to build scale and premium services looking to monetize their back catalogs, this trend is a pragmatic response to intense competition. It reflects a new strategic reality where platforms prioritize reach, monetization, and engagement over the traditional quest for total exclusivity.

Detailed findings: The Data Behind the Shift

• Soaring Overlap: In July 2025, 67,000 of 172,000 titles were on at least two services, compared to just 9% five years ago. This is a massive leap that indicates a fundamental change in strategy.

• AVoD as the Catalyst: The trend is led by ad-supported platforms like Tubi and The Roku Channel, which have the largest content overlap, reflecting a model where scale and reach are paramount for advertising revenue.

• Premium Content is Not Immune: The article notes that content overlap is not limited to older, low-value content. 41% of "premium" titles (those with a critical rating of 60 or higher) are also shared, showing that even high-value assets are being co-licensed.

• A Global Trend in the Making: While the US market is leading the charge, Europe is starting to follow suit. New alliances between broadcasters and streamers in the UK and France indicate that a similar trend is taking hold globally.

Key success factors of the Content Overlap Trend: A Win-Win for Platforms and Consumers

• Diversified Revenue Streams: Content overlap allows platforms to generate additional revenue from their back catalogs, which are less central to subscriber retention, creating a new, profitable business model.

• Increased Reach and Engagement: Platforms can increase their audience reach and user engagement by making their content available on multiple services, particularly on popular AVoD platforms that are free to the consumer.

• The "Hub-and-Spoke" Model: Platforms are using their original content and flagship franchises as a "hub" to drive subscriber retention, while using their library content as a "spoke" that can be licensed to other services.

• Consumer Convenience: While it may seem counterintuitive, content overlap can benefit consumers by making it easier to find and watch their favorite content without having to manage an excessive number of subscriptions.

Key Takeaway: The End of the "Exclusive" Era

The streaming wars are over. The new era of streaming is defined not by who has the most exclusive content, but by who has the most strategic and profitable way to license and share content. The industry is moving toward a more collaborative and interconnected ecosystem.

Main Trend: The Pragmatic Shift from Growth to Profitability

The core trend is a fundamental reorientation in the streaming industry's business model. It is a strategic move away from a singular focus on subscriber growth at any cost and toward a more pragmatic, mature model that prioritizes profitability, revenue diversification, and long-term sustainability.

Description of the trend: The "Smarter Streaming" Movement

This movement is characterized by a data-driven approach to content strategy. Streaming platforms are using analytics to understand that while originals drive subscriber retention, library content can be a valuable asset for generating additional revenue. This strategic shift is a direct response to investor pressure for profitability and a rejection of the early "growth-at-all-costs" mentality that defined the industry's first decade.

Key Characteristics of the Core trend: Mature, Revenue-Focused, and Diversified

• Market Maturity: The high degree of content overlap reflects a mature market where consolidation and strategic partnerships are more common than a constant battle for subscriber numbers.

• Revenue Diversification: Platforms are no longer just relying on subscription fees. They are diversifying their revenue streams through advertising, content licensing, and co-exclusive deals.

• Hybrid Models: The trend is leading to the rise of hybrid business models, where platforms offer both ad-supported and ad-free tiers, and where content can be available on both an SVoD and an AVoD service.

• Focus on Audience Reach: The new strategy is to reach as many viewers as possible, regardless of whether they are paying a subscription fee or watching on an ad-supported service.

Market and Cultural Signals Supporting the Trend: From Monopoly to Collaboration

• The Rise of AVoD: The rapid growth of ad-supported platforms like Tubi and The Roku Channel is a clear signal that a large segment of the consumer base is willing to watch ads in exchange for free content.

• Media Consolidation: The merger of major media companies has created a more concentrated market, where content overlap is a natural consequence.

• Investor Pressure: As the streaming industry matures, investors are no longer satisfied with subscriber growth alone. They are demanding a clear path to profitability, which a content-licensing model provides.

• Consumer Fatigue: The average number of paid streaming services per US household is beginning to contract, showing that consumers are looking to trim their subscription costs and that the market can't sustain unlimited growth.

What is consumer motivation: The Need for Value and Simplicity

• Value for Money: Consumers are motivated by a need to get more value for their money. They are looking for ways to access a wide variety of content without having to pay for multiple, overlapping subscriptions.

• Simplicity and Convenience: The increasing complexity of the streaming landscape, with so many platforms and so much content, has created a demand for a simpler, more convenient way to find and watch content.

• The "Free" Option: The growth of AVoD services shows that a large segment of the consumer base is motivated by the appeal of free content, even if it comes with ads.

What is motivation beyond the trend: The Pursuit of a "Cable-Like" Experience

• A Return to Familiarity: Beyond just simplicity, a deeper motivation is the desire for a return to a more familiar, "cable-like" experience where a wide variety of content is available on a single platform.

• The End of "FOMO": The constant pressure to subscribe to every service to avoid missing out on exclusive content is a major source of consumer frustration. Content overlap helps to alleviate this fear.

• The "Long Tail" of Content: Consumers are motivated by a love for older, library content—the "longer tail" of the catalog—which is now more accessible thanks to content licensing.

Description of consumers: The Pragmatic Streamer

This trend appeals to a consumer who is savvy, value-conscious, and frustrated with the current complexity and cost of the streaming landscape.

• Consumer Summary: The Pragmatic Streamer is a discerning individual who is tired of paying for multiple, overlapping subscriptions. They are a "stacker" who is looking for a better way to access the content they want without breaking the bank. They are willing to watch ads if it means they can save money, and they are loyal to platforms that offer a clear and honest value proposition.

• Detailed summary:

  • Who are them: A broad demographic, including Millennials, Gen Z, and older consumers who are fed up with the high cost of streaming.

  • What kind of products they like: Ad-supported streaming services, bundled packages, and platforms that offer a wide variety of content for a reasonable price.

  • What is their age?: Varies widely.

  • What is their gender?: Generally gender-neutral, as the appeal is based on value and convenience.

  • What is their income?: Varies, but they are highly value-conscious.

  • What is their lifestyle: They are media consumers who are frustrated with the current streaming landscape and are looking for a simpler, more affordable solution.

  • What are their shopping preferences in the category article is referring to: They will actively seek out the best deals and are influenced by a platform's reputation for value and a wide selection of content.

  • Are they low, occasional or frequent category shoppers: Frequent streamers who are looking for ways to reduce their monthly spending.

  • What are their general shopping preferences: They value transparency, a good deal, and a product that is easy to use. They are less influenced by flashy advertising and more by a brand's reputation for honesty.

How the Trend Is Changing Consumer Behavior: From Stacking to Simplifying

• Shift from Accumulation to Curation: The trend is training consumers to move from accumulating multiple subscriptions to curating a few, select services that meet their specific needs.

• Acceptance of Ads: The rise of content overlap is normalizing the idea that ad-supported streaming is a viable, and often preferable, alternative to an expensive, ad-free subscription.

• Increased Loyalty to Free Services: Consumers may develop a stronger loyalty to AVoD services that provide a wide variety of free content, which they can always return to.

• Demand for Simplicity: This trend is creating a new demand for simplicity and convenience in the streaming landscape, which will push platforms to innovate with new features that help consumers find content more easily.

Implications of a Maturing Market

For Consumers: This trend provides a more affordable and convenient way to access a wide variety of content, and it may lead to less "subscription fatigue."

For Brands and CPGs: This is a clear signal that the streaming wars are evolving. Brands must shift their focus from an exclusive-first model to a more flexible, profitable one. This also creates new opportunities for advertisers, as AVoD platforms grow in scale and reach.

For Retailers: Retailers, especially those in the tech and entertainment space, should be aware of this trend and look for new ways to partner with platforms to provide more value to consumers.

Strategic Forecast: The Era of Interconnected Streaming

• The Rise of "Bundled" Content: We can expect to see more platforms offering bundled packages that include content from multiple services, which will provide consumers with more value for their money.

• Increased Ad Revenue: The growth of AVoD and the acceptance of ads will lead to a significant increase in ad revenue for the streaming industry, providing a new path to profitability.

• More Content Licensing: Content licensing will become a more central part of a platform's business model, as they look for ways to monetize every piece of content in their library.

• The "Long Tail" as an Asset: The trend will lead to a new appreciation for a platform's back catalog, with older content being recognized as a valuable asset for both licensing and revenue generation.

Areas of innovation: The Smart, Shared Ecosystem

• AI-Powered Content Curation: Innovation will focus on creating new AI tools that can curate a personalized list of content for consumers, regardless of which platform it's on.

• Universal Search and Discovery: We can expect to see a rise in new platforms that provide a universal search function, allowing consumers to find a movie or show and see which platform it's on, which will reduce friction and simplify the user experience.

• Hybrid Monetization Models: New platforms will be developed that seamlessly blend ad-supported and ad-free content, providing consumers with a single, comprehensive service.

• Partnerships for "Content Stacking": The trend could lead to more partnerships between unaffiliated platforms that are designed to help consumers "stack" their subscriptions in a more efficient and affordable way.

• Enhanced Ad Technology: The growth of AVoD will lead to a new wave of innovation in ad technology, with a focus on creating a more seamless, personalized, and less intrusive ad experience for consumers.

Summary of Trends:

• Core Consumer Trend: The Quest for Simplicity. Consumers are seeking a more affordable, convenient, and simplified streaming experience, which is driving the shift away from exclusive content.

• Core Social Trend: The End of "Subscription Fatigue." The content overlap trend is a direct response to a social problem, with platforms recognizing that consumers are frustrated with the high cost and complexity of the streaming landscape.

• Core Strategy: The Shift to Profitability. The primary strategy of the streaming industry is no longer about growth at any cost, but about a more pragmatic, data-driven approach to profitability.

• Core Industry Trend: The Rise of a Collaborative Ecosystem. The streaming industry is moving from a fiercely competitive, exclusive-first model to a more collaborative and interconnected ecosystem where content licensing is a key business strategy.

• Core Consumer Motivation: The Desire for Value. The underlying motivation is the consumer's deep need for value for their money, and they are willing to accept content overlap if it means they can save money and have a more convenient experience.

Final Thought: The Stream is Just Getting Started

The content overlap trend is not a sign of a failing industry; it is a sign of a maturing one. It shows that streaming platforms are finally moving past the "growth-at-all-costs" mentality and are now focused on a more sustainable, profitable, and consumer-centric model. By embracing content overlap, the industry is not just changing its business model; it is fundamentally changing the way we consume media. The streaming wars are over, and the new era of collaborative, interconnected streaming is just getting started.

 Source: https://senalnews.com/en/data/usa-content-overlap-surges-as-streamers-prioritize-scale-over-exclusivity