According to new research from UK-based media analytics firm Digital i, global streaming audiences are devoting less of their viewing time to U.S.-produced content on leading platforms. The study, which measured audience behavior on Netflix, Disney+ and Prime Video across 19 non-U.S. countries, revealed that the share of viewing time spent on U.S. content dropped from 52% in Q1 2020 to 45% in Q2 2025. In parallel, the share of viewing time to non-U.S. content increased from 37% to 45% during the same five-year period, indicating a rebalancing of viewer preferences on global platforms.
The analysis covers streaming consumption in Canada, Argentina, Mexico, Brazil, Colombia, the UK, France, Italy, Germany, Spain, the Netherlands, Poland, Denmark, Finland, Sweden, Norway, Australia, South Korea and Japan. While these markets collectively showed a marked shift in favor of local and international programming, the proportion of co-productions between the U.S. and other countries remained relatively stable throughout the period, consistently filling the remainder of viewing time.
Meanwhile, within the United States itself, viewer behavior remained more consistent. In Q2 2025, U.S. viewers spent 62% of their time watching domestically produced content on Netflix, Disney+ and Prime Video, with 25% of time going to non-U.S. programming and the remaining 13% allocated to co-productions.
This trend suggests that while U.S.-based content continues to perform strongly in its home market, international audiences are increasingly gravitating toward non-U.S. titles—potentially reflecting the growing investment in localized content by streaming platforms and a shift in global viewer preferences.
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