Recent research has shed light on a new trend in American viewing habits, particularly in relation to UK streaming content. According to exclusive data shared with Deadline from Digital-i research, American viewers have shown a significant increase in watching British shows and movies on platforms such as Netflix and Prime Video. The data reveals a 40% surge in viewing hours between Q2 2023 and Q1 of this year, totaling an additional 400 million hours watched. This spike in viewership marks the highest figure reported by Digital-i in the past three years.
Popular British Shows in the US
Several British shows have garnered high viewership numbers in the US during this period. Series such as “Fool Me Once,” “Bridgerton,” and “Baby Reindeer” were among the most-watched shows in the US between January and May of this year. Additionally, titles like “The Gentleman,” “3 Body Problem,” and Prime Video’s “Clarkson’s Farm” and “The Grand Tour” performed well among American audiences. These shows were included in the research based on their association with UK production or significant production in the UK.
The research suggests that the prolonged Hollywood labor strikes, which resulted in disruptions in content production, may have contributed to the increased popularity of UK content among American viewers. The theory is supported by the fact that shows like Netflix’s “3 Body Problem,” which have ties to the UK, saw significant viewership during this period. The decision to include such shows in the analysis points to a possible shift in content consumption patterns due to external factors.
The rise in UK streaming content viewership is not limited to the US alone. According to Digital-i data, the hours of British content watched globally saw a notable increase of 31% during Q1, surpassing the overall 2% rise in viewing across all content on Netflix and Prime Video. In Europe specifically, there was a 19% increase in viewing of UK titles, contrasting with a 10% drop in overall content viewership. This trend indicates the growing influence of UK content on a global scale.
Strategic Implications for SVoD Platforms
Matt Ross, the Chief Analytics Officer at Digital-i, commented on the significance of UK content in mitigating the impact of the Hollywood labor strikes. He noted that major SVoD players are increasingly adopting a global content strategy, with the UK playing a crucial role in producing content that resonates across multiple territories. The success of UK shows in capturing global audiences highlights the importance of diversifying content sources for streaming platforms like Netflix and Amazon.
The surge in American viewership of UK streaming content reflects a broader shift in the entertainment landscape. The influence of UK productions on global viewership trends, particularly during challenging times like the Hollywood labor strikes, underscores the resilience and appeal of British storytelling. As SVoD platforms continue to prioritize global content strategies, the UK is poised to remain a key player in shaping the future of streaming entertainment.
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