Research from Digital i has revealed that the share of viewing time to US content in other countries has decreased by 7 per cent on Netflix, Disney+ and Prime Video over the past five years. Between Q1 2020 and Q2 2025, the percentage of combined viewing time to content made in the US on these three major streaming platforms, as viewed in 19 non-US countries, dropped from 52 per cent to 45 per cent. Digital i measured the share of viewing time to US and non-US content by streaming audiences in the UK, Canada, Argentina, Mexico, Brazil, Colombia, France, Italy, Germany, Spain, The Netherlands, Poland, Denmark, Finland, Sweden, Norway, Australia, South Korea and Japan. Meanwhile, within the US itself, share of viewing time to locally produced content has remained comparatively steady in recent years. In Q2 2025, viewers in the US spent 62 per cent of their viewing time watching US-made content and 25 per cent of their viewing time watching non-US content on these services.