There’s a growing U.S. audience for international content — an audience that seems to be seeking out Netflix over other services. In 2022, the research firm Parrot Analytics found that foreign-language shows made up more than 10% of the demand for Netflix originals, nearly double the same figure for Amazon’s Prime Video. There is also a growing portion of U.S. viewers who use subtitles for all content regardless of language, which may make foreign-language content less daunting. A recent study found that half of American viewers watch most videos with subtitles — a number that rose to 70% when restricted to subjects younger than 26 years.
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