Regular viewing of international, non-English language TV shows and movies increased by 24% among 18 to 64-year-olds in the UK, USA, Australia, and Canada over the past four years, starting from the first quarter of 2020, according to a new report from Ampere Analysis. This shift was reflected in the viewing habits of 54% of internet users in these markets, who reported watching non-English language content "very often" or "sometimes," a significant rise from 43% at the start of 2020. This trend persisted despite the dominance of titles from primarily English-speaking markets like the USA in global streaming libraries.
Korean TV shows and movies particularly surged in popularity, experiencing a 35% rise in frequent viewing in English-speaking markets over the last four years. The proportion of 18 to 64-year-olds frequently watching Korean content grew from 16% to 22%, driven by high-quality productions such as "Squid Game" and "Parasite." This increased interest was further fueled by platforms like Netflix, which ramped up its investment in South Korean TV shows and movies.
Foreign language content was especially popular among younger viewers aged 18 to 34 in English-speaking markets, with 66% regularly watching such content. However, the most significant growth was among older age groups, with frequent viewing among 45 to 64-year-olds increasing by more than a third, from 30% to 41%, over the past four years. This shift among older viewers reflected the broader adoption of streaming services, which offered more extensive libraries of international content compared to traditional broadcast TV.
Subtitling was the preferred method for watching foreign language content, with more than one-quarter (28%) of viewers in English-speaking markets choosing this option. In contrast, just under one-fifth (19%) preferred dubbing. This preference for subtitling over dubbing highlighted a trend among English-speaking audiences.
In non-Anglophone markets, while the growth in interest in foreign language content was minimal, there was already a high baseline of engagement, with 88% of consumers regularly watching international TV shows or films. Preferences for how this content was consumed varied by region. In countries like France, Germany, Italy, and Spain, there was a strong preference for dubbing, which was supported by the availability of dubbed content in these languages on video services. Conversely, in Nordic territories and the Netherlands, subtitling was preferred. This preference was influenced by the historically lower availability of dubbed content and the generally high proficiency in English in these regions.
Annabel Yeomans, Research Manager at Ampere Analysis, commented on these trends, stating: “The increased viewing of international programming in English-speaking markets shows that as content producers diversify production regions, viewers are ready and willing to transform their viewing habits. This offers multiple advantages for streamers facing economic pressures. They can investigate markets with lower production costs and focus on productions in newer streaming markets to grow subscriptions while catering to their existing subscriber base. Developments in AI technology for subtitling and dubbing make it easier than ever for platforms to offer TV shows and movies on a global scale.”
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