More streaming TV shows are getting renewed than ever before — except at Netflix

• More streaming TV shows were renewed in Q1 this year than ever before, according to Ampere Analysis.
• Over half of streaming renewals in the US and UK last year were for shows in season four or later.

Netflix has shown a willingness to cancel shows early. But new data finds that the overall streaming landscape is betting on longer-running series.

More streaming originals were renewed for their second or later seasons than ever before during the first quarter of this year, according to the data firm Ampere Analysis. The data looked at streaming shows that originated in the US and UK.

It follows a trend seen throughout 2021. Ampere Analysis found that 51% of streaming renewals in the US and UK last year were in their fourth or later season, a 6% increase from 2020.

Of course, the coronavirus pandemic ravaged the TV and film industry in 2020.

But it's still notable that over half of the renewals were for shows that have ran for at least four seasons, suggesting an emphasis on investing in series with dedicated viewers. It's a stark contrast to a few years ago, when Ampere Analysis released a report that found that streaming services were more likely to cancel shows early compared to traditional TV networks.

The company had analyzed 61 canceled shows between September 2018 and March 2019, and found that that the average streaming series had a two-season lifespan, four seasons on cable, and six-and-a-half seasons on broadcast networks. Netflix accounted for 61% of the streaming cancellations.

Since then, major streaming platforms like Disney+, HBO Max, Apple TV+, Paramount+, Discovery+, and Peacock have joined Netflix, Hulu, and Prime Video in the space, accelerating competition and the desire for shows with dedicated fanbases.

Ampere Analysis said that Disney+ and Discovery+ are most responsible for driving the uptick in streaming renewals. Unscripted series, which Discovery+ specializes in, made up the largest proportion of those renewals.

"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," said Olivia Deane, a senior analyst for Ampere Analysis.

Ampere Analysis' latest report is also notable when comparing the larger streaming space with Netflix, which isn't shaking its reputation for canceling shows too soon.

The data company found that orders of new shows in the US and UK at Netflix increased 8% in 2021 compared to 2020. But the streamer's renewals of returning shows decreased by 2%.

Netflix has an advantage in other international markets, though. It's investing heavily in content from countries like South Korea, where its biggest show "Squid Game" originated, and Latin American regions, where it is looking to stem slowing growth. The company's large global footprint could become more of a priority after it lost subscribers in Q1 for the first time in a decade.