What's Happening?
A report by analytics firm Digital i reveals that Netflix subscribers in Australia predominantly watch international content, with 96.4% of viewing time in 2025 dedicated to non-local shows and films. This trend contrasts with other Asia-Pacific markets
like Japan and Korea, where local content viewing is significantly higher. Despite the low engagement with Australian productions, Netflix's subscriber base in the country remains strong, with high completion rates for popular U.S. series and films. The report also highlights the success of Netflix's ad-supported streaming model in the region, particularly in Korea and Japan.
Why It's Important?
The preference for international content among Australian Netflix subscribers underscores the challenges faced by local content creators in capturing audience attention. This trend could impact the Australian film and television industry, potentially influencing funding and production decisions. For Netflix, the strong viewership of international content supports its strategy of offering a diverse global library, while the success of ad-supported streaming in the region suggests a viable revenue model. The findings may prompt discussions on how to better promote and integrate local content into streaming platforms to balance cultural representation and commercial success.
