Global Viewers Turn Away From US TV Shows, Study Finds

Hollywood's dominance of global television audiences continues to weaken, but the shift extends beyond viewers simply choosing more locally produced content, according to a report by TheWrap.

Streaming audiences worldwide are increasingly choosing international television series over American productions.

The global share of demand for US television series fell from 51.0 percent in 2022 to 41.9 percent in 2025.

The trend is also evident within the United States. Demand for American-produced series among US viewers declined from 78.2 percent to 68.3 percent during the same three-year period, as audiences increasingly turned to international programming.

The report noted that the decline is widespread. Overall, 78 percent of countries recorded a smaller share of demand for US series in 2025 than they did in 2022.

Contrary to expectations, audiences are not simply replacing American shows with domestic productions. While 41 percent of countries experienced increased demand for local content, more than half saw demand for locally produced shows decline.

Instead, the fastest-growing category consists of programming produced outside both the United States and viewers' home countries.

Between 2022 and 2025, 89 percent of countries posted higher demand for non-local, non-US television series. The same trend is evident in films, with 94 percent of countries reporting increased demand for movies produced outside both categories.

The report cited growing global interest in productions from countries such as South Korea, the United Kingdom and Turkey, suggesting that audiences are increasingly exploring content from a wider range of international markets.