Industry News

Demand for HBO/HBO Max originals is nipping at Netflix’s heels

14 February, 2022

Four of the top 10 in-demand shows for the premium cabler and its streaming platform hail from the DC Universe. Netflix needs to watch it's back. Throughout 2021, demand for HBO/HBO Max originals grew at a faster pace than demand for Netflix originals, according to Parrot Analytics data. Both platforms saw demand for their programming grow, which is an important reminder that the total size of the streaming pie is still growing. However, as HBO Max reached its first anniversary this year it was gaining ground on Netflix.

From January to December 2021, the total demand for HBO and HBO Max Originals grew by 14.2%. This slightly outpaced Netflix’s growth during the same period, which was 10.3%. HBO Max originals alone saw a 39.2% growth in their demand this year. This illustrates how HBO Max has become a growth engine for HBO branded content. Demand for original content is a key leading indicator of subscriber growth, suggesting that Max Originals played an important role in getting HBO’s total global subscriber count up to 73.8 million by the end of 2021.

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