New research has revealed a significant increase in American viewership of UK streaming content following the recent Hollywood strikes. According to exclusive data shared with Deadline from Digital i research, watching British shows and movies on platforms like Netflix and Prime Video in the United States surged by 40% between Q2 of 2023 and Q1 of this year. This spike accounts for an additional 400 million hours of viewing, marking the highest Q1 figure since the tracking began three years ago. While overall viewing on these platforms rose by a smaller margin of 9%, the popularity of British content in the States has undeniably grown.
Some of the standout British series that resonated with American audiences included “Fool Me Once,” “Bridgerton,” and “Baby Reindeer,” which ranked among the top five 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” received favorable reception among viewers. The criteria for inclusion in this analysis encompassed shows that were either commissioned from the UK or featured significant production work in the nation.
One theory suggests that the extended labor strikes in Hollywood, which led to disruptions in filming schedules and production timelines, may have contributed to the surge in UK content consumption in the US. With actors and writers sidelined for months, the influx of British shows provided a welcome alternative for viewers seeking fresh entertainment options. Even shows like Netflix’s “3 Body Problem,” which have ties to the UK in terms of production, contributed to the overall increase in British content viewership.
The research findings from Digital i underline the global appeal of UK content, with a 31% increase in hours spent watching British shows during Q1, surpassing the growth rate for all content on Netflix and Prime Video. In Europe, the rise in viewership for UK titles stood at 19%, contrasting with a 10% decline in overall content consumption. This trend showcases the ability of UK-produced content to captivate audiences across various regions and languages.
According to Matt Ross, the Chief Analytics Officer at Digital i, the data emphasizes the pivotal role of UK content in mitigating the impact of industry strikes on streaming platforms. He asserts that major SVoD players are increasingly adopting a global content strategy, with the UK serving as a key source of successful programming that resonates globally. The acquisition of Bray Studios by Amazon and the high-profile projects from Netflix UK underline the industry recognition of the UK as a hub for innovative and engaging content.
The surge in American viewership of UK streaming content reflects a broader trend towards globalization in the entertainment industry. As audiences seek diverse and compelling narratives, the appeal of British shows and movies continues to grow, offering a unique perspective and storytelling style that transcends borders. With the rise of digital platforms and the increasing demand for quality content, the UK’s creative output is poised to make a lasting impact on the global entertainment landscape.