The research reveals a significant increase in American viewers’ interest in UK streaming content since the strikes. The data shows that the viewership of British shows and movies on platforms like Netflix and Prime Video in the United States surged by 40% between Q2 2023 and Q1 of the following year. This increase translated to an extra 400 million hours watched, marking a substantial growth in the popularity of UK content among American audiences.
Several British shows have resonated well with American viewers, with titles like “Fool Me Once,” “Bridgerton,” and “Baby Reindeer” emerging as some of the most-watched series in the US from January to May of the year. Additionally, other UK productions such as “The Gentleman,” “3 Body Problem,” and popular Prime Video series like “Clarkson’s Farm” and “The Grand Tour” have also enjoyed success in the American market. This trend highlights the growing influence and appeal of UK content among US audiences.
Reasons Behind the Surge in UK Content Consumption
The research suggests that the Hollywood labor strikes played a role in driving the increased viewership of UK streaming content in the US. With actors and writers in Hollywood halting production due to the strikes, more content production and spending shifted to the UK. As a result, shows like Netflix’s “3 Body Problem,” which had significant UK involvement, were included in the data. This shift demonstrates how external factors like industry strikes can impact viewing trends and consumer preferences.
Global Success of UK Content
The findings also indicate that UK content has not only gained traction in the US but has also seen global success. The data reveals a 31% increase in hours of British content watched during Q1, surpassing the 2% rise in overall content consumption on platforms like Netflix and Prime Video. This highlights the growing international appeal of UK productions and their ability to resonate with audiences across different territories.
The research underscores the significance of UK content for major streaming service providers. Matt Ross, the Chief Analytics Officer at Digital-i, emphasized that UK content has played a crucial role in mitigating the impact of industry strikes and enabling SVoDs to produce global hits. He noted that the global content strategy of streaming platforms is increasingly reliant on UK productions, which have proven to perform well across multiple markets. This highlights the strategic importance of UK content in the evolving landscape of streaming services.
The rise in American viewers’ consumption of UK streaming content reflects shifting trends in the entertainment industry. The research highlights the growing popularity of British shows and movies among US audiences, emphasizing the role of external factors like industry strikes in shaping viewership patterns. The success of UK content in the US and globally underscores its significance for streaming platforms and its potential to captivate audiences worldwide. As the industry continues to evolve, the influence of UK productions is expected to remain a driving force in the global streaming landscape.