Netflix's Original Movie Viewership Declines, But Impact May Be Minimal

Netflix's original movie viewership has declined 7% in the first half of 2025 compared to the same period in 2024, despite an increase in the number of titles available. However, the decline in viewership may not impact Netflix's overall success, as the company's original movie output has also decreased since 2022. Netflix is instead focusing on licensing new and existing movies from other studios to boost its viewership worldwide.

Netflix's original movie viewership has experienced a notable decline in the first half of 2025, according to new research from MoffettNathanson. Viewing hours for Netflix's original films decreased by 7% compared to the same period in 2024, despite an increase in the number of titles available on the platform [1]. This decline comes as Netflix has been focusing more on licensing new and existing movies from other studios to boost its viewership worldwide.

The decrease in viewership for Netflix's original films is a significant concern, as the company has struggled to replicate the success of its hit TV shows like "Squid Game" and "Adolescence" in the movie category. According to MoffettNathanson's report, audience reviews for Netflix's most-watched original movies have trended lower in the last two years, with critics giving the films muted reception compared to the company's original series [1].

Netflix's original movie output has also declined since 2022, with the company releasing fewer original films in recent years. Kasey Moore, who runs the What's on Netflix site, noted that Netflix's original film output is typically lower in the first half of the year and that the company's slate for 2025 is "unusually second-half weighted" [1].

However, despite the decline in viewership and output, Netflix's overall success remains unaffected. The company's original movie misses may not matter much, as Bonner from Argus Research noted that even a softer slate of original movies did not impact subscriber acquisition, revenue, or profits for Netflix in its latest quarter [1]. Investors have been more excited about the streamer's successful password-sharing crackdown and ad-tier growth.

While Netflix has not yet perfected its film strategy, Paul Dergarabedian from Comscore remains confident that the streaming titan's movies can be as big as its shows, given its "massive footprint and incredible financial resources" [1].

References:
[1] https://www.businessinsider.com/netflix-original-movies-streaming-ratings-report-electric-state-2025-7