Recent research has shed light on the increasing trend of American viewers turning to UK streaming content following the Hollywood labor strikes. According to exclusive data from Digital i, viewing British shows and movies on platforms like Netflix and Prime Video in the United States surged by a significant 40% between Q2 2023 and Q1 of the current year. This spike amounted to an additional 400 million hours watched, marking a substantial boost in audience engagement with UK programming.
Top Performing British Shows in the US
Several British titles have garnered immense popularity among American audiences, including “Fool Me Once,” “Bridgerton,” and “Baby Reindeer,” which emerged as three of the top five most-watched series in the country from January to May of this year. Additionally, shows like “The Gentleman,” “3 Body Problem,” as well as Prime Video’s “Clarkson’s Farm” and “The Grand Tour” have also resonated well with viewers in the US. These series, either commissioned or produced in the UK, have contributed to the surge in UK content consumption in America.
The prolonged Hollywood labor strikes that led actors and writers to halt production activities for an extended period may have played a role in boosting UK content viewership in the US. The theory is that the disruption caused by the strikes prompted more content production and investment in the UK, leading to a wealth of compelling shows and movies for American viewers to enjoy. Platforms like Netflix’s “3 Body Problem” have benefitted from this trend, further solidifying the UK’s position as a key content hub.
The research findings indicate that UK content has not only mitigated the impact of the labor strikes but has also contributed to the global success of streaming platforms. Digital-i’s Chief Analytics Officer, Matt Ross, emphasized that UK content has been instrumental in generating global hits for SVoDs, highlighting the increasing global outlook of content strategies for major streaming players. The UK’s ability to produce cross-territory hits underscores its significance as a valuable content source for global audiences.
Expanding Reach of UK Streaming Content
The data reveals a substantial 31% increase in hours of British content watched during Q1, surpassing the 2% rise in overall content viewing on platforms like Netflix and Prime Video. In Europe, the increase in UK titles’ viewership stood at 19%, contrasting with a 10% decline in overall content viewership. This underscores the growing appeal and reach of UK streaming content, not just in the US but across different regions globally.
The surge in UK streaming content viewership in America signifies a shift towards diverse and compelling programming from across borders. The success of British shows and movies on popular streaming platforms reflects the changing landscape of content consumption and the increasing globalization of entertainment. As the demand for high-quality, engaging content continues to rise, the UK’s role as a powerhouse of captivating storytelling is poised to grow even further in the streaming era.
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