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OTT services “benefit from awards recognition”

Netflix original content helps the streamer become "very difficult for consumers to relinquish"

OTT services are set to benefit from awards recognition, Parks Associates’ OTT Video Market Tracker has found.

This year’s Golden Globes saw the total number of nominations received by Netflix, Hulu and Amazon almost double since last year (47 nominations versus 25), each winning two awards.

Netflix’s long-term investment in premium original content “has helped the service become very difficult for consumers to relinquish,” according to the report.

The survey showed that 64 per cent would find it difficult to give up Netflix, making it the hardest to relinquish of the services studied.

The research also noted award success for Apple TV+’s flagship series The Morning Show, which won at the Screen Actors Guild (SAG) and Critics’ Choice Awards.

“These accomplishments mark Apple TV+’s first industry awards since its launch in November 2019,” said Steve Nason, research director, Parks Associates. “Awards recognition brings legitimacy to the original content in a streaming service and can be a significant boost especially in the early days after its launch.

“Such recognition certainly helped Netflix when the company first ventured into original content, and now the service scored 24 Oscar nominations this year, led by The Irishman and Marriage Story.”