Global streaming platforms have made it easy for consumers to view international content at home in a way that was unheard of a couple of decades ago.
But the number of subscribers taking advantage of this access varies from country to country, with some nations seemingly still more interested in viewing homegrown shows.
In data first shared with Broadcast International last week, Digital i has investigated where the most local content is being watched and the availability of local content by region – as some countries are not as well represented on global platforms as others.
Measuring the audiences for Netflix, HBO Max, Prime Video and Disney+ across 20 countries*, we found that the U.S. leads on viewing to content produced in its own country on these platforms.
From January to September 2025, 79.5% of U.S. viewer minutes across those four streamers was to local content.
Japan and South Korea took second and third places, with 62.3% and 56.5%, respectively, followed by a large drop to just under 20% for Spain.
The Netherlands had the lowest amount of local content viewing on these platforms in this period, at just 0.7%.
However, as the below chart shows, this is to be expected because it corresponds to the availability of local content on these platforms, with only 0.2% of total viewing minutes available on the four services being to Dutch content.
The rest of the availability ranking for the 20 countries largely mirrors that of the viewing minutes chart, with 53.7% of total mins available in the U.S. being to local content, placing it top here too, followed again by Japan and South Korea.
*Digital i measures streaming audience data in the U.S., Canada, Argentina, Mexico, Brazil, Colombia, the UK, France, Italy, Germany, Spain, The Netherlands, Poland, Denmark, Finland, Sweden, Norway, Australia, South Korea and Japan.
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