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Q1 2022 streaming renewals is at an all time high: Ampere Analysis
Mumbai: Ampere Analysis Q1 2022 reported rising demand for renewed seasons on Video-on-Demand (VoD) platform giving impressive numbers altogether.
The increase in the volume of streaming renewals is being driven by relative newcomers to the VoD landscape such as Disney+ and Discovery+, as they turn their considerable production capacity to streaming. Both companies can be seen taking multiple season risks on high-profile titles, as well as renewing existing titles previously intended for their linear platforms. Despite a common misconception that streaming series are more likely to be short-lived than their linear counterparts, recent VoD commissioning shows that streamers are increasingly committed to long-running series.
Of all VoD renewals in the UK and US announced in 2021, 51 per cent were in their fourth or later season, a 6 per cent increase in comparison to 2020, suggesting that long-running series are no less effective in driving both subscriber growth and retention than shorter, or limited series. But there are differences in strategies between streamers. Netflix first run commissions continued to increase throughout 2021 (with 8 per cent more new titles announced than in 2020), but the number of returning titles announced by the streaming giant showed a decrease, with 2 per cent fewer renewals announced in 2021 than in 2020.
Unscripted titles are less likely to be cancelled than their scripted counterparts, representing just 7 per cent of all streaming cancellations in 2021. Unscripted titles are also more likely to last longer, representing the highest proportion of all VoD renewals in Q1 2022 (54 per cent).
Ampere Analysis senior analyst Olivia Deane said, “It has been suggested that streamer’s high rate of cancellation is purely due to their high rate of commissioning, where a large volume of titles are ordered with the expectation that only a handful of titles will succeed. However, with an overall increase in the volume and proportion of returning VoD titles, streamers must strike a balance between committing to fresh new content and satisfying fans of existing titles in order to compete.”
“For streaming newcomers like Disney+ and Discovery+, which have well-established fan bases for key IP, it’s easier for commissioners to make long-term commitments to titles they know viewers will love. Streamers also need to compromise between pleasing fanbases of more expensive scripted titles from genres like Sci-Fi & Fantasy, while making a range of unscripted content. The latter fleshes out their catalog with cheaper to make, easily digestible titles that can be very popular, and therefore represent a better return on investment.”
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Prime Video and Hrithik Roshan reunite for quirky heist comedy Mess
HRX Films expands pact with quirky heist comedy set for production
MUMBAI: Prime Video is doubling down on its partnership with Hrithik Roshan, announcing a new comedy film Mess that promises chaos, chuckles and a clever twist on the classic heist.
Produced by Hrithik Roshan and Eshaan Roshan under HRX Films, a division of FilmKraft Productions, the film is being made in association with Soda Films Lab. Directed by Rajesh A Krishnan, Mess marks the second collaboration between the streaming platform and HRX Films after the upcoming thriller Storm.
At the heart of Mess lies an unusual premise. A group of robbers break into the home of a man with OCD, only to find themselves outmatched in a night-long standoff that flips the script on who is really in control. It is a set-up that blends tension with humour, turning a break-in into a breakdown of expectations.
Prime Video India director and head of originals Nikhil Madhok said, “A good story should surprise and entertain, and Mess does both with ease. It brings together a unique premise, memorable characters and a tone that keeps you laughing throughout.”
He added that the collaboration with HRX Films continues to grow stronger, with the new film reflecting a shared appetite for bold and original storytelling.
Hrithik Roshan said, “After Storm, Mess feels like a natural next step in our journey with Prime Video. The film captures the kind of unconventional storytelling we want to champion, with Rajesh bringing a distinctive voice to the narrative.”
Director Rajesh A Krishnan said, “The world of Mess is a mix of comedy and chaos, unusual enough to keep audiences on edge while still delivering humour. It has been a deeply collaborative and creatively fulfilling experience.”
The original screenplay comes from Paul Soter, with adaptation and dialogues by Kapil Sawant, adding another layer of craft to the film’s offbeat narrative.
As production gears up, Mess looks ready to live up to its name, serving up a delightful tangle of mayhem, mischief and movie magic for audiences in India and beyond.
