Ampere: Streamers bulking up content libraries with unscripted shows

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American streaming services are leaning harder on unscripted content like true crime documentaries, reality-based competition series, game shows and lifestyle programming to beef up their TV and film libraries now compared to four years ago, according to new data released by Ampere Analysis on Tuesday.

Five of the top six streaming services evaluated — Netflix, Amazon’s Prime Video, Disney Plus, Paramount Plus and HBO Max — all increased their unscripted content libraries by hours counted during the second quarter (Q2) of this year compared to the same time period in 2022, Ampere’s data showed.

Only Apple TV — which was called Apple TV Plus four years ago — bucked the trend: According to Ampere, Apple’s unscripted content actually dipped over the past four years as the company maintained its focus of providing premium shows and movies to subscribers instead of reality-based series.

Apple has been aggressive about pursuing global sports rights, but that programming grab didn’t appear to influence Ampere’s data. Even if it had, Apple has pursued a limited mixture of sports — mainly, Formula 1 races, Major League Soccer games and Friday evening baseball games — compared to other streamers like Prime Video, which offers regular-season football and basketball games and has limited but expanding regional rights to baseball and hockey games.

“While other streamers are increasingly moving towards a generalist content mix where unscripted content is becoming central, Apple TV has invested heavily in premium scripted shows,” Guy Bisson, the Executive Director at Ampere Analysis, said in a statement.

Unscripted programming accounts for just 18 percent of content hours available through Apple TV in the United States, the lowest proportion among the major streaming services tracked by Ampere. “Ted Lasso,” “Mayday” and “Silo” were among the most-watched programs on Apple TV, according to Ampere. All three programs are produced by other studios.

By comparison, unscripted programming represents 25 percent of Netflix’s U.S. content hours and 35 percent at Prime Video. The proportion rises to 43 percent at Paramount Plus, 51 percent at Disney Plus and 72 percent at HBO Max.

Most major streaming services have expanded their unscripted catalogs as advertising becomes a larger part of their business models. Reality shows, documentaries and other unscripted programs can provide more frequent content updates and encourage repeat viewing.