Viewers Want More Foreign Content – but the Mix Is Changing Dramatically | Charts

Available to WrapPRO members

Spanish-language fare like “Money Heist” once dominated streaming imports, but now Japanese, Korean and Chinese shows are scoring with viewers

squid game la casa de papel komi cant communicate netflix
From left, South Korea's "Squid Game," Japan's "Komi Can't Communicate" and Spain's "La Casa de Papel." (Netflix)

Streaming services have been investing heavily in global content production and licensing as American audiences grew more interested in foreign content in recent years. The demand for non-English digital originals grew from 5.9% of the total demand for streaming original shows in the first quarter of 2020 to 8.5% at the end of 2022, according to Parrot Analytics’ data, which takes into account consumer research, streaming, downloads and social media, among other engagement.

The goal now is to create hit shows that are successful around the world, including in the U.S., with examples like “Money Heist,” “Squid Game” and “Dark.” Although Netflix takes the lead when it comes to non-English content, rivals are trying to catch up.