Is Asian Content Taking Over? Find Out How U.S. Content Stacks Up in the Latest Streaming Report!

In the ever-evolving world of streaming, the battle between Asian and U.S. content is heating up. But who will come out on top? The latest streaming report provides valuable insights into this rivalry, shedding light on how U.S. content measures up against its Asian counterparts. Join us as we delve into the data and uncover the trends shaping the future of streaming entertainment. Let’s explore the rise of Asian content and its impact on the U.S. market!

Asian Content Gaining Traction in Streaming Services

U.S.-produced film and TV content has traditionally enjoyed widespread popularity among Subscription Video-on-Demand (SVOD) users in major Asia-Pacific markets. However, a recent report suggests that this dynamic is shifting. New data highlights the growing prominence of Asian content, such as Korean and Japanese shows, in these regions.

Insights from the Latest Research

The report, compiled by Media Partners Asia, analyzed passively-collected data from 40,000 digital users through its AMPD sister company. The research covered territories including Australia, Japan, Korea, Singapore, Taiwan, Indonesia, Malaysia, the Philippines, and Thailand from May 2023 to April 2024.

Viewership Trends

In the first quarter of this year, American content was viewed by 60% of the monitored users. This figure places it ahead of Korean shows, watched by 56%, and Japanese content, which captured the attention of 48% of the users.

Declining Popularity of U.S. Content

Interestingly, the viewership of U.S. content has declined from 70% two years ago to the current 60%. Regional variability also plays a role; while 69% of viewers in Australia and Southeast Asia engage with U.S. content, this drops sharply to 32% in other areas. In East Asian markets like Japan and Korea, the percentages are as low as 11% and 9%, respectively.

Impact on Subscriber Acquisition

Despite the decline in viewership, U.S. content remains crucial for subscriber acquisition in highly local markets such as Korea, Japan, and Indonesia. According to MPA analyst Dhivya T., U.S. content still drives 15-30% of SVOD customer acquisition in these regions. The long-tail appeal of various scripted genres—including science fiction and fantasy—continues to attract viewers. Iconic sitcoms and series like “Friends” and “The Office” also contribute to the enduring engagement, making up 68% of the top 500 U.S. titles in APAC.

Key Players in U.S. Content Production

The report delves into the production studios behind popular U.S. content. Netflix, Warner Bros. Discovery, and NBCUniversal lead the pack. Approximately 75% of U.S. content engagement on platforms like Netflix and Amazon Prime Video comes from third-party studios. On Disney+, the viewership is mainly driven by content produced by Disney companies. Leading third-party producers include WBD, NBCU, Paramount, and Sony, contributing across multiple platforms in the region.

Platform-Specific Data

• Netflix: Dominates U.S. content engagement, capturing 50-75% of U.S. streaming hours per market over the past year. The availability of local subtitles and dubs in languages like Thai, Filipino, Indonesian, and Japanese has significantly boosted the impact of Netflix’s U.S. originals in APAC.
• Prime Video: The SVOD leader in Japan, capturing 23% of U.S. streaming hours in the country.
• Disney+: Holds 15-20% of U.S. content viewership in Australia, Japan, and Korea.
• Local Platforms: Key local platforms like Stan and Binge (Australia), Hulu Japan and U-Next (Japan), and Wavve and Tving (Korea) have secured a substantial share of U.S. content engagement in their respective markets.

The Road Ahead

As streaming services continue to evolve, the balance between Asian and U.S. content will undoubtedly shift further. While U.S. content remains a stronghold for subscriber acquisition, the rise of Asian shows indicates that viewers are eager for diverse storytelling from their own regions.