U.S. streamers Lead in Content Sharing

If sharing is caring, then the U.S. cares a lot-especially when it comes to streaming titles. (And perhaps not so much about each other.)

A recent study from data firm Ampere Analysis reveals that U.S. streamers share content at a rate three times higher than in the UK. As of July 2025, 39 percent of all TV seasons and movies (67,000 out of 172,000) on U.S. streaming platforms appear on two or more services. In contrast, only 13 percent of streaming titles in the UK are shared. France sees even less overlap, with just eight percent.

Titles simultaneously available on at least three different video-on-demand platforms have more than doubled, increasing from nine percent in 2020 to 21 percent this year.

These discrepancies stem from differences in market maturity rather than cultural factors. U.S. platforms, facing consolidation and saturation, are actively working to expand their libraries, reduce subscriber churn, and improve profitability-or, for some, simply achieve profitability.

Simply selling subscriptions isn’t enough in todayS challenging streaming landscape. Licensing has become a key strategy for generating revenue.

Platforms understand that new original content and flagship franchises drive subscriptions, but licensing provides a reliable income stream.