Netflix revealed during its first international showcase that 13 percent of viewers in the U.S. watch non-English content, while 80 percent of users worldwide enjoy Korean content. Netflix Chief Content Officer Bella Bajaria highlighted new projects and global viewership trends at the event.
Netflix showcased unique projects from different regions at the event, including Colombia’s “One Hundred Years of Solitude,” Italy’s “The Leopard,” Japan’s “Last Samurai Standing,” and Brazil’s “Sienna.” “In trying to make a global show, you end up making something that no one likes,” Bella Bajaria said.
According to Netflix, 70 percent of viewers use subtitles or dubbing, which is a measure of the popularity of non-English content. Korean content is particularly popular, with 80 percent of users watching it worldwide. Even in a market dominated by local content like the US, 13% of viewers have shifted to non-English content.
Netflix regional heads have stressed the importance of local stories. Italy’s “The Leopard” will feature a historical moment, while in Spain Netflix has worked to feature stories from all regions. “People love a true glimpse of local stories, and we value the vision of creators,” said Bella Bajaria.
