The era of endless content spending is officially over. The world’s top streaming services, including Netflix, Amazon, and Disney+, dramatically cut their orders for new scripted series by 24% in the first half of 2025, signaling a major strategic pivot away from the "peak TV" model of burning cash for content, according to a new report from Ampere.
- Pivoting the playbook: The move is part of a major strategic pivot, as streamers now favor more cautious commissioning and a heavier reliance on licensed content over pricey originals. Cyrine Amor, a research manager at Ampere Analysis who authored the report, noted that economic uncertainty and the prospect of new taxes on international productions have only accelerated this trend.
- Between two strategies: The slowdown isn't uniform across the board. Amazon Prime Video led the retreat, with its slate of new scripted shows cut by more than half. In contrast, Netflix and Apple were far more conservative, reducing their orders by just 6% and 4% respectively—a reflection of the brands they've built on a steady stream of original content.
- Global fallout: The pullback is having a global impact, with commissions plummeting by 44% in Western Europe and 52% in Asia, the latter largely driven by Amazon’s reduced activity in India. The story was different in the Americas, where North American commissions held steady from last year and Latin America actually saw a 17% jump in new shows.
The data confirms what many have suspected: the streaming wars have entered a new, more disciplined phase where profitability and sustainable growth are now the main characters.
- Also on our radar: Celebrity content is also devolving, marked by Netflix's new reduced deal with Prince Harry and Meghan Markle. And beyond just cutting back on commissions, streamers are also rethinking how they release the shows they do make, with many moving away from the all-at-once binge model in favor of mixed schedules designed to hook and retain subscribers.
