January 2022

NPD’s Subscription Video Track Insights

Highlights from Netflix, Hulu, and Amazon Prime Video

Total subscription video on demand (SVOD) hours watched in January for Netflix, Hulu, and Amazon Prime Video were down 6% compared to January 2021, driven by declines on Hulu and Amazon. Across all three streaming platforms, we saw a year-over-year decline of 33% in inventory available, driven by fewer titles on all three platforms. 

Explore the latest insights by SVOD platform >

Netflix

Netflix viewing hours in January were up 1% year over year. This was driven by growth in movies (+23%) and Netflix Original (+24%). Netflix hours watched reached 7.6 billion in January, up 11% versus December and one of the highest levels we’ve seen in the last year. Originals made up all the top five series for the month, led by new seasons of comedy drama Cobra Kai and crime drama Ozark. The availability of original content also increased throughout the past year, with inventory of originals up 26% year over year, which led, in part, to the growth in viewing of originals. 

Netflix hours watched reached 7.6B in January, the highest we’ve seen in the last year.


Top Watched Series, January 2022

1. Cobra Kai (S04) 
2. Ozark (S04) 
3. Archive 81 (S01)
4. Stay Close (S01)
5. The Witcher (S02)

Average hours watched in January were up 82% as inventory grew month over month. 


Top Watched Series, January 2022

1. The Rookie (S04)
2. Dark Side of the ‘90s (S01)
3. Law & Order: SVU (S23)
4. The Golden Girls (S01)
5. 9-1-1: Lone Star (S03)

Hulu

Hulu hours watched in January were down 9% year over year. However, average hours watched in January were up 82% as inventory grew month over month. No original series made the top five for the month; new seasons of licensed shows currently airing on linear television continue to be the most-watched shows on Hulu (led by season 4 of The Rookie and season 1 of Dark Side of the ’90s). The first original series based on hours watched in January came in at #14: season 1 of drama Dopesick. The miniseries is based on a non-fiction book by Beth Macy and premiered its first three episodes in October 2021, airing weekly through November. 

Amazon Prime Video

Amazon Prime Video hours watched were down 34% versus January 2021, but average hours watched were up 3% compared to December 2021. Original series performed well in January, accounting for two of the top five. Three series from channels other than Prime were in the top five this month: season 1 of reality court show Judy Justice on IMDb TV at #3, season 1 of Yellowstone prequel 1883 on Paramount+, and season 1 of crime drama Dexter reboot Dexter: New Blood on Showtime. In January, average hours watched on IMDb TV were up 15% (driven by viewing of Judy Justice,Perry Mason (1958), and Murder, She Wrote), and average hours watched on Paramount+ were up 47% versus December, driven by the popularity of the Yellowstone franchise and 1883.

Three series from channels other than Prime were in the top five in January 2022. 


Top Watched Series, January 2022

1. The Wheel of Time (S01)
2. Judy Justice (S01)
3. The Expanse (S06)
4. 1883 (S01)
5. Dexter: New Blood (S01)


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.