December 23, 2021
As the subscription streaming video-on-demand market continues to globalize, the push toward localized native-language content increases. The days of Hollywood exporting original content in English are numbered, according to new data from research firm Digital I.
Citing data tracked across U.S. streaming juggernauts, Netflix and Amazon Prime Video, the company found that the two streamers are pushing localized content and language across the U.K. (yes, British English is a foreign language to most Americans), France, Italy, Germany and Spain.
Since 2019, Netflix has increased its foreign-language original content production from 25% to 31%, according to Cloud I. Netflix’s European subscribers spent 22% of their viewing time watching non-English content October with 10% in early 2019.
Netflix’s most-popular non-English language programming have also become some of the streamer’s most-viewed content overall. They include Spain’s “Money Heist,” “Elite,” South Korea’s “Squid Game,” Germany’s “Dark” and France’s “Lupin.”
Among Prime Video programming, non-English language content increased from 19% to 25% between 2019 and 2021. Notably, Prime Video sub consumption of non-English language content declined from 93% to 84%.
Spain’s “LOL: Last One Laughing” comedy franchise led Amazon’s non-English language consumption, followed by French movie Forte (Ballsy Girl), and the Spanish original movies Padre no hay más que uno (Father There Is Only One 1 and 2).