When content is labeled as “Original,” does that make you more interested in watching it? If you’re like most people, the answer is yes. A new study by Hub Entertainment Research shows young viewers especially are influenced by content that is branded as an Original. Twenty-five percent of viewers ages 16-34 say the term makes them a lot more interested in a show or movie, and 70% report being a little more interested.
But not all content is created equal. The study finds viewers associate Netflix with the best Original shows. Among all TV viewers, 29% say they think Netflix has better original content. That’s five times higher than the percent choosing the second-ranked source which is CBS, at just 6%. Prime Video came in third with 5%.
However, the list looks a lot different among viewers in the 16-34 age range. Netflix was still king, this time preferred by 38%. But Disney+ was the second choice for original content by 7%, followed by Hulu at 6%.
Originals exclusive to a certain platform can be a big driver in swaying viewers to sign up for a particular service. Among those who had heard that Netflix would be releasing a new original movie each week, 88% say it was a reason for signing up—including 59% calling it their main reason for subscribing.
Likewise, Disney+ becoming to exclusive home for certain new films and franchise titles gave 68% of people a reason to subscribe. And 77% call HBO Max’s announcement about WarnerBros films coming to the platform on the same day as their theatrical release a reason they subscribed, with 48% saying it was their main reason.
Some of the main Originals mentioned by participants in the study include
- The Mandalorian (Disney+)
- The Crown (Netflix)
- Wonder Woman 1984 (HBO Max)
- The Handmaid’s Tale (Hulu)
- Stranger Things (Netflix)
- Outlander (Starz Add-on)
- Game of Thrones (HBO Max)
- Cobra Kai (Netflix)
- Hamilton (Disney+)
- Tiger King (Netflix)