Global Viewing Habits Shift: Non-U.S. Content Gains Traction
A recent study reveals shifts in viewing habits on major streaming platforms like Netflix, Disney, and Prime Video. The share of time spent watching U.S. content in 19 non-U.S. countries has decreased, while interest in international and non-local content has grown.
Between Q1 2020 and Q2 2025, the share of viewing time devoted to U.S. content in these countries dropped from 52% to 45%. Conversely, the overall share of viewing time for non-U.S. content rose from 37% to 45% during the same period.
In the United States, however, the viewing trend remains steady. U.S. viewers continue to prefer domestic content, with 62% of their viewing time dedicated to U.S.-made shows in Q2 2025. They also spend 25% of their time watching non-U.S. content.
The 7% decrease in U.S. content consumption in non-U.S. countries is likely due to the increased availability and appeal of international and local content. Co-productions between the U.S. and other countries have remained relatively consistent, taking up the remainder of viewing time.
These trends indicate a growing global appetite for diverse content. While U.S. content still holds significant appeal, international and local productions are gaining traction among foreign viewers. The streaming landscape continues to evolve, reflecting a more globalized viewing audience.
