BRISTOL, UK, 01/10/25: Digital i research has revealed that the share of viewing time to U.S. content in other countries has decreased by 7% on Netflix, Disney+ and Prime Video over the past five years.
Between Q1 2020 and Q2 2025, the percentage of combined viewing time to content made in the U.S. on these three streamers, as viewed in 19 non-U.S. countries, dropped from 52% to 45%.
Digital i measured the share of viewing time to U.S. and non-U.S. content by streaming audiences in Canada, Argentina, Mexico, Brazil, Colombia, the UK, France, Italy, Germany, Spain, The Netherlands, Poland, Denmark, Finland, Sweden, Norway, Australia, South Korea and Japan.
Overall share of viewing time to content produced outside of the U.S. in these countries rose in correlation from 37% in Q1 2020 to an equal 45% in Q2 2025 as audiences have begun to spend more of their viewing time watching non-US programming on these streaming services.
The remainder was made up by viewing time to co-productions between the U.S. and other countries, with this figure remaining relatively consistent over the period.
Meanwhile, within the U.S. itself, share of viewing time to locally produced content has remained comparatively steady in recent years.
In Q2 2025, viewers in the U.S. spent 62% of their viewing time watching U.S.-made content and 25% of their viewing time watching non-U.S. content on these services. The remaining 13% was spent viewing co-productions between the U.S. and other countries.
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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 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.
Mark Layton
Communications Lead
mark.layton@digital-i.com
