In Russia
🇺🇸 Share of US Content is Falling
According to research by Digital i, the share of viewing time for US content on the largest streaming platforms (Netflix, Disney+, Prime Video) has dropped by 7% over the last five years across 19 countries outside the US.
From Q1 2020 to Q2 2025, the share of viewing time for US-produced content fell from 52% to 45%.
The share of viewing time for content produced outside the US grew during the same period from 37% and is now equal to US content—also 45% of total viewing time.
The study covered audiences in countries such as the UK, France, Germany, South Korea, Japan, and others.
At the same time, the share of local content viewing in the US itself remains stable: in Q2 2025, American viewers spent 62% of their time on US-made content and 25% on foreign content.
Audiences globally are actively switching to local and international productions, a trend that is changing the strategies of streaming giants.
