March 2022

NPD’s Subscription Video Track Insights

Highlights from Netflix, Hulu, and Amazon Prime Video

Total subscription video on demand (SVOD) hours watched in March for Netflix, Hulu, and Amazon Prime Video were up 8% compared to February, but they were down 5% versus March 2021. This was driven by a decline in titles available (-31% year over year).

Explore the latest insights by SVOD platform >

Netflix

Netflix viewing hours in March were down 6% year over year, driven by declines in licensed content viewership and inventory. The amount of original content available grew 25% year over year, driven by several new series and movies debuting in March. The top series watched in March was Pieces of Her, a thriller drama based on a novel of the same name; it debuted on March 4At #2 was season 2 of the period drama Bridgerton, which debuted on March 25 and was an immediate success. With just seven days on the platform in the month, the season made up 102 million hours, just 3 million short of the #1 title. 

The amount of original content available on Netflix grew 25% year over year, led by March content debuts.


Top Watched Series, March 2022

1. Pieces of Her (S01)
2. Bridgerton (S02)
3. Inventing Anna (Limited Series)
4. Worst Roommate Ever (S01)
5. Love Is Blind (S02)

Hulu’s hours watched of original series increased 183% year over year. 


Top Watched Series, March 2022

1. 9-1-1: Lone Star (S03)
2. The Dropout (S01)
3. Grey’s Anatomy (S18)
4. Pam & Tommy (S01)
5. The Cleaning Lady (S01)

Hulu

Hulu hours watched in March were up 12% year over year. This was driven by growth of original content, whose viewership was up 183% in March with growth in available inventory. Hulu reached 1.7 billion hours watched in the four weeks of March. This was on par with January 2022, which had five weeks within the month. Series drove the strong viewership in March; the top five series watched made up 32% more hours in March than the top five in February. Hulu originals’ viewership was driven by series, led by new series The Dropout, which debuted on March 3 and was the #2 title for the month. 

Amazon Prime Video

Amazon Prime Video hours watched were down 20% in March, driven by year-over-year declining inventory available. Despite four of the top five series in March being Amazon originals and growth of 22% in available original content, original viewership was down 10% year over year. This is largely due to comping against the March 4, 2021, release of comedy film Coming 2 America, which brought in 27 million hours last year, over double the number of hours of the top five movies in March 2022. On the series side, new episodes of The Marvelous Mrs. Maisel that released weekly and the release of a new season of sci-fi series Upload brought these two into the top five for the month.

Four of the top five series in March were Amazon originals, with growth of 22% in available original content.


Top Watched Series, March 2022

1. The Marvelous Mrs. Maisel (S04)
2. Reacher (S01)
3. Upload (S02)
4. Upload (S01)
5. Judy Justice (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.