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In mature streaming markets like the U.S., U.K., and Australia, digital video now accounts for over 30% of total video viewing, whereas in Japan and Italy, traditional TV still commands over 70% of audience time. On average, viewers globally spend 80% of their time with non-premium content such as news, talk shows, local entertainment, reality TV, and unscripted formats.

Digital i’s latest Trend Report highlights a major shift in streaming behavior, with 88% of Prime Video users now on ad-supported tiers and YouTube surpassing Netflix in viewing time across APAC and North America. Live sports and bundled offerings further reshape the global streaming landscape.

A recent research from Hub reveals that Netflix may have won the streaming wars, but the TV OS battle remains.

Netflix’s love affair with South Korean content is set to continue In the second half of 2024, South Korean content was streamed for 7.7bn hours, around 8% of all viewing on Netflix. This outpaces content from major markets, including the UK, Japan, and Spain.

The company rejected offers to sell TVN, viewing the Polish broadcaster as a key asset despite ongoing regulatory pressures and political tensions in the country.