Viewers around the world watched more than one billion hours of U.S. medical drama Grey’s Anatomy in the second half of 2024. That’s more than 114,000 years—many times the span of recorded human civilisation—spent following the professional and personal life of Dr Meredith Grey and co. in just six months.
If proof was still needed that multi-season library content can offer incredible value to global streaming platforms, look no further than Digital i’s Global Top 10.
How Legacy TV Shows Dominate Streaming
According to Digital i’s latest analysis of the most-watched streaming shows in the second half of 2024 by hours viewed, legacy U.S. dramas and sitcoms still reign supreme across Netflix, Disney+, Max, and Amazon Prime Video.
What can be taken away from these figures is the undeniable value of older, bingeable series to a streaming platform’s catalogue.
With more than one billion hours viewed, Grey’s Anatomy led the pack. Nearly 60% of the hours viewed took place on the Disney+ platform (611 million hours viewed) and the remainder generated by viewing on Netflix (429 million hours viewed).
Prison Break and Lost followed closely behind, their mix of suspense and binge-worthy storytelling cementing their places in the top three. Notably, all three of these IPs are owned by The Walt Disney Company.
NBCUniversal’s Suits—which saw a massive resurgence in 2023—is meanwhile still driving impressive viewing figures a year later.
All 10 titles in the ranking are U.S. scripted shows, demonstrating the lasting global demand for American TV exports.
The Evolution of Streaming Distribution Strategies
Content licensing deals, once restricted by platforms prioritising exclusivity as a means of growing subscriber bases, are now being re-evaluated as studios recognise the global reach and marketing power of platforms like Netflix.
We noticed this trend last year after observing shifts in viewing behaviour that were accelerated by the Hollywood strikes. To read about this in more detail you can download our U.S. Streaming Trend Report.
The second half of 2024 saw rights holders and content owners increasingly adopting cross-platform strategies to maximise exposure—leveraging Netflix’s global reach while also retaining content within their own services.
For example, The Big Bang Theory (693 million hours viewed), Friends (491 million), and Supernatural (510 million) continue to perform well, available across Netflix, Max, and Prime Video as Warner Bros. Discovery properties. All three shows first aired before 2007—that’s nearly 20 years ago.
Another way in which content owners are experimenting with cross-platform strategies involves the revival of hit franchises.
NBCUniversal has just released Suits: LA, a Suits spinoff, Paramount is developing another Dexter sequel (Dexter: Resurrection), and a second Prison Break revival is in the works for Hulu. What do these three IPs have in common? They are all network shows that ceased airing years ago, only to be catapulted into the Top 10 Global Streaming Shows after being licensed to appear on Netflix in major economic territories.
As we move further into 2025, all eyes will be on these upcoming reboots and sequels to see whether this hybrid distribution strategy succeeds in rekindling the magic of the IP for global audiences in an increasingly competitive streaming landscape.
Balancing Old and New: The Streaming Sweet Spot
While legacy TV shows continue to dominate in terms of total hours viewed, new and exclusive high-budget releases still play a critical role in platform success.
Titles such as:
- Squid Game (despite only having two seasons) ranked eleventh, proving the power of global hit content, no matter which language it’s filmed in.
- Sony Pictures Entertainment titles like The Boys and Cobra Kai continue to perform well.
- Meanwhile Prime Video’s The Lord of the Rings: The Rings of Power showcased the strength of exclusive, franchise-driven content.
Navigating Your Niche in a Competitive World
The key takeaway? Legacy titles aren’t just filler—they are vital assets that deliver millions of hours of engagement.
At the same time, streaming services must innovate continuously, ensuring that their libraries balance evergreen hits with high-profile originals. Similarly, distribution strategists must adapt, test, and iterate, to ensure library IP is driving maximum value, not only for content sales, but also when it comes to cross-promotion and subscriber acquisition.
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