BRISTOL, UK, 01/07/2025: Australian audiences watched more documentary content on major global streaming services than subscribers in any other country during the first quarter of 2025, according to recent research by Digital i.
New data, first presented by media consultant Beatrice Rossmanith at Sunnyside of the Doc last week, shows that a collective 75% of Australian subscribers to Netflix, Disney+, Prime Video and Max watched at least 20 minutes of a documentary or docu-series between January and March 2025.
The UK, Canada and the Nordics (Denmark, Finland, Sweden and Norway, which were measured collectively) were tied for second place, with 67% of subscribers to those services watching documentary content in those countries.
Japan ranked lowest, with only 32% of streaming subscribers in the country viewing documentary content in Q1 2025.
Previous Digital i research has shown high Australian true crime viewership and correspondingly low subscriber share in Japan, which you can read about in more detail here: https://lnkd.in/eG5pcy4n
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.
The results come as further Digital i research has shown that the average subscriber account viewing time to documentary content on these services is growing year on year.
In 2024, subscriber accounts on these streaming services in the countries measured by Digital i viewed an average of 4 hours and 34 minutes of documentary content per month.
This is an increase on the 4 hours and 8 minutes per month recorded in 2023 and 4 hours and 5 minutes per month in 2022.
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ABOUT DIGITAL I
Digital i is a global streaming media measurement company that tracks subscriber engagement and content consumption through privacy-compliant, opt-in panels and proprietary data capture technology. Offering deep insights into what, where, when, why, and how viewers watch, Digital i empowers major streamers and studios to understand audiences like never before.
Founded in 2003, the company started out as a linear analytics firm and has since expanded to measure streaming audiences in more than 20 countries.
Digital i’s clients include streamers, broadcasters and media brands, who use viewing data analytics to negotiate better deals, compete on a global level, and find their niche in an ever-changing market.
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Contact us for more information or to set up a meeting about our YouTube and SVOD audience measurement services
www.digital-i.com
Sophia Vahdati
Director of marketing & communications
sophia.vahdati@digital-i.com
Mark Layton
Communications Lead
mark.layton@digital-i.com
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