Insights

US Demand for Non-English Content

12 January, 2021

Here we take a look at the share of demand in the US for non-English content. What are the most in-demand languages of content in the US? How has this changed in the past 6 months?

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The demand share of Non-English content in the US was up slightly from the first half of the year, when non-English content accounted for 15.5% of demand in the US. This was driven by growth in demand for Japanese, Hindi, and languages accounting for a smaller share that have been grouped under ‘Other’. Spanish, French, Korean, Portuguese, and Turkish content all saw their demand share shrink in the US as audiences expanded their international viewing and discovered shows originally in other languages that make up an even smaller share of demand.

Hindi language content saw the largest growth in its demand share in the US compared to the first half of the year. Naagin was the most in-demand Hindi language show in the US for 2020. Additionally, Mirzapur saw a surge in demand in the second half of the year helping to drive Hindi language content’s share of demand in the US higher for the full year.

Demand for Japanese content in the US, already accounting for nearly a third of foreign language demand, grew compared to the first half of the year. Many Japanese anime series have a large following in the US. Shows like My Hero Academia and Attack on Titan are regularly among the weekly top 10 most in-demand series in the US.

Within the ‘Other’ grouping, the most popular non-English shows for the year were Dark (German) and Masha and the Bear (Russian).

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