Julia Stoll
Research expert covering TV and video media
Localized and culturally relevant video streaming content - statistics & facts
Video streaming platforms act as vibrant hubs for cultural exchange, providing viewers with perspectives on societies and cultures far beyond their own. As video-on-demand services are accessible globally, a viewer in Europe can enjoy Korean dramas on Netflix, while audiences in South Africa can stream British documentaries through BritBox. The popularity of non-U.S. TV shows, like “Squid Game” and “Money Heist,” has proven that consumers are increasingly looking for authentic programming and content that reflects their identity and cultural background. According to a survey conducted in English-speaking markets, the share of foreign-language content viewers increased across all age groups between 2020 and 2024. While these offerings open doors to major opportunities, for example collaborating with local broadcasters, they also bring distinct challenges, such as making content accessible to a wider audience and navigating regulatory obstacles.
The growing interest in local content does not only have an impact on more co-production partnerships, but also on exports and revenues. The value of K-drama exports jumped by over 200 million U.S. dollars between 2021 and 2023. Meanwhile, global video streaming services are generating more and more revenues with content originated in Spain.
In fact, as the demand for local stories is high, streaming services are further expanding their international productions. Another reason for the growing output in Europe is a policy within the Audiovisual Media Services Directive that mandates that on-demand services must contribute to local funding and ensure to have a minimum 30 percent share of European content in their libraries. However, with the new U.S. government in place and its proposal of a 100 percent tariff on foreign-made films, this could threaten the cultural sovereignty and diversity of European work on streaming platforms.
In today’s globalized streaming world, localized and culturally relevant content is more important than ever to keep audiences engaged across borders. Thanks to an increasing international-focused streaming portfolio and technological advances, this is also easier than ever before. Yet, despite the benefits, there is the need for regulatory frameworks when it comes to the use of AI. Furthermore, it remains to be seen which effects the proposed tariffs would have on producing non-American content for video streaming platforms.
Streaming services adapt to regional demands
Among major streaming services, Netflix stands out by maintaining a strong focus on international originals. The sheer amount of TV shows and movies produced by the streaming giant in non-U.S. markets is unparalleled, with the majority of its first-run scripted series orders originating from Asia Pacific and Western Europe. This global approach has paid off, as exemplified by South Korean "Squid Game," which became Netflix’s most watched series of all time, even more popular than the American hit “Wednesday.” Furthermore, the demand for international content is the highest for Netflix content, followed by Amazon Prime Video, both accounting for over a quarter of their catalog demand.The growing interest in local content does not only have an impact on more co-production partnerships, but also on exports and revenues. The value of K-drama exports jumped by over 200 million U.S. dollars between 2021 and 2023. Meanwhile, global video streaming services are generating more and more revenues with content originated in Spain.
New opportunities, new challenges
In order to make non-English films and TV shows understandable for a wider audience, streaming platforms play around with various options. Amazon Prime Video recently began to test AI-assistant dubbing, which would make content in different languages accessible to everyone in a quicker and more cost-effective way. Indeed, half of consumers to a 2024 survey considered AI to be better than humans at dubbing a dialogue from other languages. On the other hand, it also raises legal and ethical questions regarding the use of voices for dubbing purposes or disparities of regulations across different countries.In fact, as the demand for local stories is high, streaming services are further expanding their international productions. Another reason for the growing output in Europe is a policy within the Audiovisual Media Services Directive that mandates that on-demand services must contribute to local funding and ensure to have a minimum 30 percent share of European content in their libraries. However, with the new U.S. government in place and its proposal of a 100 percent tariff on foreign-made films, this could threaten the cultural sovereignty and diversity of European work on streaming platforms.
In today’s globalized streaming world, localized and culturally relevant content is more important than ever to keep audiences engaged across borders. Thanks to an increasing international-focused streaming portfolio and technological advances, this is also easier than ever before. Yet, despite the benefits, there is the need for regulatory frameworks when it comes to the use of AI. Furthermore, it remains to be seen which effects the proposed tariffs would have on producing non-American content for video streaming platforms.
Julia Stoll
,
Jun 3, 2025
Julia Stoll
Research expert covering TV and video media
