Digital i: Global SVOD Subs Shift Away from U.S. Content

New data from Digital i research has indicated that international streaming audiences are spending less time with American content on Netflix, Disney+ and Prime Video.

Over the past five years, the share of viewing time to U.S. content internationally on Netflix, Disney+ and Prime Video has decreased from 52 percent to 45 percent, while international content’s share rose from 37 percent to 45 percent. The remaining time spent is on co-productions involving the U.S. and other countries.

The numbers come from Digital i’s analysis of streaming audiences in Canada, Argentina, Mexico, Brazil, Colombia, the U.K., France, Italy, Germany, Spain, the Netherlands, Poland, Denmark, Finland, Sweden, Norway, Australia, South Korea and Japan.

Inside the U.S., SVOD audiences on Netflix, Disney+ and Prime Video spent 62 percent of their watch time on U.S. content in Q2, with 25 percent on non-U.S. content and 13 percent on co-pros.