Disney’s dominance to increase as studios return to content licensing

Major film and television studios are opening up to licensing their content to other streaming services, with Disney poised to emerge as the primary beneficiary.

Traditionally, major studios have focused on developing their own direct-to-consumer streaming platforms to cultivate direct relationships with audiences and maximize profits from their intellectual property.

However, the COVID-19 pandemic and subsequent market dynamics have prompted studios to reconsider this strategy, with investors increasingly demanding returns on their streaming investments.

While studios like Disney, NBC Universal, Warner Bros Discovery (WBD), and Paramount Global remain committed to their direct-to-consumer initiatives, they have begun embracing content licensing once again.

According to Ampere, Disney holds a commanding position in this landscape, boasting a library of 148 exclusive titles still confined to its streaming services as of December 2023—more than double the holdings of any other major Hollywood studio.

Beloved classics

Comfort shows, particularly in the comedy genre, are highly sought-after for licensing, representing around 25% of exclusive titles.

Disney leads in this category with beloved classics like “Hannah Montana,” “The Golden Girls,” and “Malcolm in the Middle,” acquired through its acquisition of certain assets from 21st Century Fox.

While Disney’s dominance is notable, other studios also possess valuable intellectual property, such as NBC Universal’s “The Office” and Paramount Plus’ “Star Trek,” which continue to anchor their respective streaming platforms.

Licensing content presents an opportunity for TV shows and movies to find new audiences and extend their shelf life.

For instance, the success of “Suits” surged after NBC Universal licensed it to Netflix, demonstrating the potential for licensing to drive audience expansion and franchise growth.