American Viewers Flock to UK Streaming Content Amid Hollywood Strikes
In an intriguing turn of events, American viewers have increasingly turned to UK streaming content during the Hollywood strikes, according to new research by Digital-i shared exclusively with Deadline. This shift has seen a substantial 40% increase in the viewing of British shows and movies on Netflix and Prime Video in the United States between the second quarter of 2023 and the first quarter of 2024. This translates to an impressive 400 million additional hours watched, marking the highest quarterly viewing figures since Digital-i began tracking this data three years ago. In contrast, overall viewing on these platforms rose by a modest 9% during the same period.
The Surge in Popularity of British Shows
A variety of British shows have gained massive popularity in the U.S., with titles like “Fool Me Once,” “Bridgerton,” and “Baby Reindeer” emerging as three of the five most-watched series in the country from January to May of this year. Other successful titles include “The Gentleman,” “3 Body Problem,” and Prime Video's “Clarkson's Farm” and “The Grand Tour.” These shows have captivated American audiences, providing a diverse range of content that has filled the gap left by the Hollywood strikes.
The Impact of Hollywood Strikes on Content Production
Digital-i's research indicates that the prolonged Hollywood labor strikes, which saw actors and writers halting their work for months, may have driven content production and investment towards the UK. The study considered any show either commissioned in the UK or where significant production took place in the country, including Netflix's “3 Body Problem.” This trend aligns with a recent Ofcom report showing a 6% increase in UK viewership for major streaming platforms in 2023.
The strikes undoubtedly influenced content strategies, leading major SVoD (Subscription Video on Demand) players to rely more on UK productions. This was further evidenced by Amazon's acquisition of Bray Studios, where “The Lord of the Rings: The Rings of Power” is filmed, and Netflix's UK slate featuring prominent shows from creators like Steven Knight, Stephen Graham, and Brad Pitt's Plan B Productions.
The Growing Importance of UK Content
Matt Ross, Chief Analytics Officer at Digital-i, highlighted that UK content has significantly mitigated the impact of the strikes, enabling SVoD platforms to produce global hits. He noted, “Content strategy for major SVoD players is becoming increasingly global, and the UK has and will continue to be an important source of content that can perform well across multiple territories.”
Globally, the viewing hours of British content saw a 31% increase during the first quarter of 2024, adding over 1 billion hours watched, far surpassing the 2% rise in overall content viewing on Netflix and Prime Video. In Europe, the increase for UK titles was 19%, contrasting with a 10% decline in viewing for all content on these platforms.
The Future of Streaming Content
This shift towards UK content is part of a broader trend where streaming giants like Netflix and Amazon are increasingly sourcing their titles from outside the U.S. Recent research by Ampere Analysis revealed that these platforms ordered the majority of their titles from non-U.S. sources last quarter for the first time.
This globalization of content strategy reflects the changing landscape of the entertainment industry, where high-quality productions from various regions can achieve international success. The success of British shows in the U.S. underscores the potential for diverse content to resonate with global audiences, breaking the traditional dominance of Hollywood.
Conclusion
The increase in American viewers streaming UK content during the Hollywood strikes highlights the adaptability and evolving strategies of major streaming platforms. With a growing appreciation for British shows and movies, the U.S. audience is embracing a more globalized entertainment landscape. As Hollywood continues to navigate labor disputes, the role of international content, particularly from the UK, will likely become even more significant, shaping the future of streaming and viewer preferences worldwide.
