Recent research has shown a significant surge in the consumption of UK streaming content by American viewers. According to data from Digital i, the viewing of British shows and movies on platforms like Netflix and Prime Video in the United States saw a remarkable 40% increase between Q2 2023 and Q1 of this year. This spike represented an additional 400 million hours watched, marking the highest figure since the tracking began three years ago. In contrast, the overall viewing of all content on these platforms only rose by 9%.
Some of the British shows that resonated with the American audience included titles like Fool Me Once, Bridgerton, and Baby Reindeer, which ranked among the top five most-watched series in the U.S. from January to May of this year. Other successful shows such as The Gentleman, 3 Body Problem, and Prime Video’s Clarkson’s Farm and The Grand Tour also garnered a significant viewership. It’s worth noting that any show commissioned out of the UK or involving substantial production in the UK was included in the research findings.
The prolonged labor strikes in Hollywood, which led to disruptions in the production of content, are believed to have played a role in the increased focus on UK-based productions. With actors and writers halting their work for months, the entertainment industry may have shifted more resources and investments towards the UK. This phenomenon resulted in the inclusion of shows like Netflix’s 3 Body Problem in the analysis, further highlighting the growing significance of UK content in the global streaming landscape.
The rise of UK content on streaming platforms has not only mitigated the impact of industry strikes but has also contributed to the creation of global hits. Matt Ross, Chief Analytics Officer at Digital-i, emphasized the importance of UK content in the global content strategy of major streaming services. He noted that the UK has served as a crucial source of content that resonates across different regions, leading to the production of popular and successful titles that attract a diverse audience.
Growing Popularity in Europe
The appeal of UK streaming content is not limited to the United States, as the research also revealed a significant increase in the viewing of British titles in Europe. With a 19% rise in consumption compared to a 10% drop in overall content viewing, it’s evident that UK productions are gaining traction internationally. This trend further underscores the growing influence and relevance of UK content in the global entertainment landscape.
The recent surge in the consumption of UK streaming content in the United States and beyond highlights the changing dynamics of the entertainment industry. As viewers increasingly turn to British shows and movies for their entertainment needs, the role of the UK in shaping the global content landscape continues to expand. With a diverse range of popular titles and a growing audience base, UK content is poised to make a lasting impact on the world of streaming entertainment.