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'Squid Game' Drives Demand for Foreign Languages in English-Speaking Markets — Study
Demand for foreign content in English-speaking markets has increased by almost a quarter over the past four years, according to Ampere Analysis, with Squid Game and Parasite cited as key drivers. Regular viewing of non-English-language TV shows and movies has increased by 24% among 18-64 year-olds in the UK, US, Australia and Canada since Q1 2020, according to the research firm’s study. Good news for streamers, with some 54% saying they watched non-English titles “very often” or “sometimes,” up from 43% in the period. South Korean shows, perhaps unsurprisingly, are driving viewing, with a 35% increase in frequent viewing, with Squid Game and Parasite highlighting the South Korean wares. The number of 18-34 year-olds watching foreign content is particularly good news for streamers and distributors, with 66% saying they regularly partake. Subtitling is the most popular, although dubbing remains the preferred viewing method in many major European territories, with France, Germany, Italy and Spain being the preferred viewing method. Annabel Yeomans, Research Manager at Ampere Analysis, said: “Developments in AI subtitling and dubbing technology are making it easier than ever for platforms to deliver TV shows and movies on a global scale.”
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