The ‘Squid Game’ and ‘Lupin’ Effect: 50% Of European Netflix And Amazon Viewing Could Be To Non-English Shows By 2030

Using its newly-developed SoDa streamer measurement system, Digital-i found that viewers from the major European territories spent 22% of their time watching non-English language content in October 2021 compared with 10% two years prior. Across the same period, the percentage of non-English language shows in Netflix’s catalogue increased from 25% to 31%. Viewing to Amazon’s non-English shows doubled to 16% over the period, while its catalogue increased from 19% to 25%. – Max Goldbart, Deadline Hollywood »