According to a report by Ampere Analysis, regular viewing of non-English language programming has increased by 24% among 18-to 64-year-olds in the UK, US, Australia, and Canada over the past four years.
Ampere Analysis reported a 24% increase in the demand for foreign-language content in English-speaking markets in its most recent report. This is positive news for streaming services, as consumers’ increased willingness to watch international content allows them to place more profitable orders and continue to satisfy the audience’s appetite for new content.
According to the report, regular viewing of international (non-English language) TV shows and movies has increased 24% among 18-to 64-year-olds in the UK, US, Australia, and Canada over the past four years (since Q1 2020).
Annabel Yeomans, Research Director at Ampere Analysis, commented that the increase in viewing of international programming in English-speaking markets demonstrates that as content producers diversify production regions, viewers are ready and willing to transform their viewing habits.
“This offers multiple advantages to streamers facing economic pressures. They can investigate markets with lower production costs and focus on productions in newer streaming markets to grow subscriptions while serving their existing subscriber base. Advances in AI technology for subtitling and dubbing make it easier than ever for platforms to deliver TV shows and movies on a global scale,” she said.
Over the past four years, Korean TV shows and movies have seen a 35% increase in viewing frequency in English-speaking markets.
Titles such as Squid Game and Parasite have raised awareness of high-quality series and movies produced in South Korea. Netflix, in particular, has increased spending on these.
Foreign language content is particularly popular among 18-to 34-year-olds in English-speaking markets, with 66% of regular viewers in this age group. However, growth is stronger among older age groups, with an increase of more than a third among 45-—to 64-year-olds over the past four years (from 30% to 41%).
Subtitling is the most popular way for viewers to watch foreign-language content. More than a quarter (28%) of people in English-speaking markets enjoy watching this way. In comparison, just under a fifth (19%) enjoy dubbing.
