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Disney Set to be the Big Winner in the Return to Content Licensing

Disney is set to be the big winner in the licensing renaissance as Hollywood giants look to make revenue from their content beyond using it on their own streaming services, according to a new study. By K Dass.

Disney is poised to emerge as the dominant force in the resurgence of content licensing. As Hollywood studios seek to monetise their content beyond their own streaming platforms, Disney stands out with its impressive portfolio of licensable content, surpassing that of its competitors by more than double. This revelation comes from a recent study conducted by research firm Ampere Analysis.

For years, major studios maintained an exclusive approach to distributing their TV content on streaming services, prioritising their own platforms. However, the landscape is shifting, and licensing is making a comeback. Even strategies around exclusivity for core intellectual properties (IPs) are evolving. Notably, Warner Bros. Discovery’s 2023 deals to license recently released DC-adapted content to Amazon, Netflix, and Tubi demonstrate this shift.

Ampere’s analysis evaluated the licensing power of titles based on specific criteria:

Completed their first run
Have at least three seasons
Scripted
U.S.-origin
Maintain consumer engagement (measured using Ampere’s Popularity Score)

Disney leads the pack, boasting 148 titles that remain exclusive to its own streaming services as of December 2023. This substantial licensing cache is more than double the size of any other major Hollywood studio. Among Disney’s licensable gems are beloved shows like Sons of Anarchy and Buffy the Vampire Slayer.

Other studios also hold notable titles with licensing power:

- Paramount Global: 72 titles, including Hawaii Five-0 and Star Trek: The Next Generation.

- Warner Bros. Discovery: 54 titles, including The Sopranos and The Wire.

- NBCUniversal: 47 titles, including The Office and Law & Order: Criminal Intent.

In terms of genre, comedy dominates, accounting for 25% of major studios’ titles with licensing power. Disney’s strategic positioning and extensive content library make it the undisputed winner in the licensing renaissance.

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