Original Programming
Content produced by or exclusively for a specific network or platform, distinguishing it from licensed or acquired content.
Definition
Original programming refers to content that is produced by, commissioned by, or created exclusively for a particular television network or streaming platform. This distinguishes it from acquired content, which is licensed from other producers, and library content, which consists of previously released titles.
Original programming serves as the primary differentiator for streaming platforms competing for subscribers. Since any platform can license the same acquired content, originals are the unique offerings that give audiences a reason to choose and maintain a particular subscription.
Why It Matters
In the streaming era, original programming is the main battleground for subscriber acquisition and retention. Platforms invest billions annually in originals because exclusive content that audiences cannot find elsewhere is the strongest weapon against subscription churn.
For entertainment professionals, the surge in original programming has created unprecedented demand for creative talent, production services, and content marketing. However, it has also increased competition for audience attention, making effective promotion of originals more critical than ever.
Examples in Practice
Netflix's investment in originals like Stranger Things and Squid Game has made them global cultural events that drive subscription surges, validating the strategy of spending heavily on exclusive content rather than relying solely on licensed libraries.
A regional streaming platform commissions original series featuring local talent and stories that resonate specifically with their geographic audience, differentiating from global competitors who cannot offer the same cultural specificity.