Over the past four years, according to Ampere’s Consumer data, there has been a 24% rise in the proportion of consumers in English-speaking markets engaging with international TV shows and movies.

Across Australia, Canada, the UK and USA, 54% of Internet users now watch foreign language content either ‘very often’ or ‘sometimes’, up from 43% in Q1 2020. Younger viewers are the biggest fans of international content, with 66% of 18 to 34-year-olds regularly watching. However, the fastest growth is among older viewers, with frequent viewership among 45- to 64-year-olds increasing by over one-third from 30% to 41% in the same period.

A notable contributor to this rise is the popularity of Korean TV shows and movies. Titles such as Squid Game and Parasite have significantly boosted awareness and interest in Korean productions, leading to a 35% increase in frequent viewership in English-speaking markets. This growing demand has prompted streaming giants such as Netflix to invest heavily in South Korean content, reflecting a broader trend towards international diversification in programming.

The situation in non-English speaking markets is different. There has been minimal growth as there is already a high baseline willingness to watch international content. 88% of consumers regularly engaging with foreign-language TV shows or films, primarily driven by US content.

The increasing demand for foreign language content in English-speaking markets represents a significant shift in viewing habits. As consumers become more receptive to diverse programming, streaming platforms are presented with opportunities to expand their content libraries and explore new markets with lower production costs. This will be further enabled as AI continues to make it easier for platforms to make content available on a global scale.

The rise in international content consumption also underscores the importance of adapting to regional preferences and leveraging technology to enhance the viewer experience. As the global media landscape continues to evolve, understanding and responding to these trends will be crucial for content producers and distributors aiming to stay competitive in a dynamic industry.

For more on this topic, including analysis of consumers’ preferences around dubbing and subtitling, Ampere clients can read this report.