Is Global Streaming Replacing Hollywood? How Netflix, Asian and European Content Are Reshaping Entertainment
Think about the last show you couldn’t stop watching. Was it in English? For millions of viewers, it wasn’t, and Hollywood is paying attention.
The Numbers Behind the Shift
Netflix members watched more than 97 billion hours of content in the first half of 2026, its highest-ever total for a six-month period. The bigger headline is that non-English programming made up more than one-third of all viewing. Korean content held the largest share.
Why Audiences Are Looking Beyond America
This didn’t happen overnight. Research from Digital I found that between early 2020 and mid-2025, the share of viewing time given to U.S. content on Netflix, Disney+ and Prime Video fell from 52% to 45% across 19 countries outside the U.S. That group includes the UK, France, Germany, Italy and Spain. Non-U.S. content rose from 37% to 45% over the same period.
Hollywood Isn’t Down and Out
Don’t write the obituary yet. The most-watched title of the half-year, the American series His & Hers, pulled in 104 million views. Inside the U.S., audiences spent 62% of their watch time on American content. The picture is mixed in other ways too. Netflix viewing hours across 15 major markets are still down 20.1% since 2023, even as usage recovers.
Why It Matters
Hollywood isn’t being replaced. It’s losing its monopoly. A big hit no longer has to come from Los Angeles, and no single title accounted for more than 1% of Netflix’s total viewing hours. That means more work for creators in Seoul, Madrid or Mumbai, and more competition for American studios. For viewers, it means more choice, and a good reason to try the subtitles.
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