A recent study by Ampere Analysis reveals a significant increase in the demand for foreign-language content within English-speaking markets. The research shows that the appetite for non-English TV shows and movies has surged by 24% over the past four years. The popularity of international hits like “Squid Game” and “Parasite” has been instrumental in this growth.
The study found that regular viewing of non-English content among adults aged 18-64 in the UK, US, Australia, and Canada has grown considerably since the first quarter of 2020. Approximately 54% of viewers now watch foreign-language titles either “very often” or “sometimes,” marking a 43% increase in this period. South Korean productions have led this trend, with frequent viewership of such content rising by 35%.
Young adults aged 18-34 are particularly engaged, with 66% regularly consuming foreign-language media. Subtitling remains the most popular method of viewing, although dubbing is still preferred in major European markets like France, Germany, Italy, and Spain. Annabel Yeomans, Research Manager at Ampere Analysis, noted that advancements in AI technology for subtitling and dubbing are making it easier for platforms to provide global content.
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