February 2022

NPD’s Subscription Video Track Insights

Highlights from Netflix, Hulu, and Amazon Prime Video

Total subscription video on demand (SVOD) hours watched in February for Netflix, Hulu, and Amazon Prime Video were down 14% compared to February 2021. This was driven by fewer hours watched on all three services. Across the three streaming platforms, we saw a year-over-year decline of 33% in available inventory.

Explore the latest insights by SVOD platform >

Netflix

Netflix viewing hours in February were down 11% year over year. This was driven by a decline in viewership (-31%) and non-original inventory (-19%). The amount of original content available grew 23% year over year, led by several new series that debuted in February. The top two series watched were Inventing Anna, a limited series inspired by the true story of Anna Sorokin (released February 11), and All of Us Are Dead, a Korean zombie apocalypse series based on a digital comic (released January 28). Movies are becoming a larger portion of Netflix content, accounting for 23% of hours watched in February 2022 compared to 19% in February 2021. 

The amount of original content available on Netflix grew 23% year over year, led by several new series that debuted in February.


Top Watched Series, February 2022

1. Inventing Anna (Limited Series)
2. All of Us Are Dead (S01)
3. Raising Dion (S02)
4. Love Is Blind (S02)
5. Sweet Magnolias (S02)

Hulu’s hours watched of original series increased 194% year over year. Its original inventory grew 19%.  


Top Watched Series, February 2022

1. Pam & Tommy (S01)
2. 9-1-1: Lone Star (S03)
3. The Cleaning Lady (S01)
4. Next Level Chef (S01)
5. The Resident (S05)

Hulu

Hulu hours watched in February were down 12% year over year and available inventory declined 34%. However, hours watched of original series increased 194% year over year, and Hulu’s original inventory grew 19%. This was driven by viewership of the new series Pam & Tommy, which was the top-watched title for the month and accounted for 19 million hours. It is Hulu’s latest biographical drama series after the success of the platform’s popular 2019 original The Act, which followed the story of Dee Dee and Gypsy Rose Blanchard.

Amazon Prime Video

Amazon Prime Video hours watched in February were down 39%, and inventory declined 58% year over year. Amazon Channels’ viewership continued to grow, up 25% compared to February 2021. The top channels watched in February year over year were IMDb TV (+9%), Paramount+ (+88%), and BritBox (+21%). Two non-Prime titles made the Top 5 series for the month: IMDb TV’s Judy Justice and Paramount+’s 1883. Viewership of originals also fueled February growth, driven by the new season of The Marvelous Mrs. Maisel, which premiered February 18 and released new episodes weekly.

Amazon Channels’ viewership continued to grow, up 25% compared to February 2021.


Top Watched Series, February 2022

1. Reacher
2. The Marvelous Mrs. Maisel (S04)
3. Judy Justice (S01)
4. 1883 (S01)
5. The Marvelous Mrs. Maisel (S03)


Source: The NPD Group/Subscription Video Track — Netflix, Hulu, Amazon Prime Video, U.S. (projected hours watched)


About Subscription Video Track:
Subscription Video Track is a consumer-based service that delivers title-level insights about the movies and TV series content U.S. viewers watch on SVOD. It’s your source for behavioral insights, household demographic data, and rich, title-level metadata.

For more information, contact your NPD account representative or email sheryl.harkins@npd.com.