Anime in Colombia & Other Global Tastes for Content
Crouching Tiger, Hidden Dragon, Cinema Paradiso, and Monty Python. Almodóvar, Hitchcock, Kurosawa. Toronto, Cannes, and Bollywood. The world of TV and motion pictures has always been a global place. And right now, the leading streaming services are making the most of it.
Netflix’s global expansion has been in a word … successful. According to 7Park Data’s latest Streaming Intelligence report, several leading markets are seeing substantial streaming growth. In the first quarter of 2017, Netflix TV streams in India grew 82%, and in both Spain and Italy TV streams more than doubled (compared to a year ago). Most notable is the state of engagement in Latin America where Netflix has been streaming since 2011. Streams in the region continue to grow at a steady, double-digit clip.
The countries highlighted below capture significant Netflix TV growth of 50% of more (TV streams in the first quarter of 2017 compared to a year ago, among leading markets).
As Netflix and Amazon ramp up, results in streaming performance have at times been expected and at other times unexpected. Thus far, overseas streaming is a feast of content with generous portions of originals, regional content, and mainstream U.S. TV. Movies also have a place at the table as they tend to be streamed more often among overseas viewers.
Similar to the worldwide appeal of Hollywood blockbusters, mainstream broadcast TV is a global attraction. U.S. sitcoms, in particular, enjoy “top watched” status in a number of international markets. Big Bang Theory in Germany and Modern Family in Italy. Fresh Prince of Bel-Air in the UK and Colombia. Brooklyn Nine-Nine in India and Australia.
While half-hour episodes are popular for viewers in Europe, Latin America and Asia Pacific, more hour-long episodes are streamed than anything else. These ‘hour-longs’ include well-known broadcast dramas such as Grey’s Anatomy and Vikings as well as a bevy of originals that soak up viewing hours (often a greater share of TV consumption than in the US).
Regionally relevant fare is also an integral part of the Netflix experience. Spanish-language originals and telenovelas are a big reason for Netflix’s success in Latin America. In India during the first quarter of 2017, three of the top five films are Hindi-language movies, and in Japan several of the leading TV series are well known anime titles. In places like Japan, where an established broadcaster is entrenched, regional content plays a critical part in Netflix’s prospects for growth.
For Netflix, there are so many more places to go with content. In the near-term, partnerships that offer more licensed TV could go a long way. Bolstering viewing options will yield engagement returns not only in young Netflix markets such as South Korea, but also several growth markets. Countries growing leaps and bounds like Italy, Spain, and India have some of the smallest libraries of titles in the Netflix ecosystem. Significant opportunity for all of the content creators out there.
In contrast to music where listeners experience new songs in seconds, TV discovery depends on a greater commitment of time (and broadband). Despite the barriers, Netflix fuels a lot of the video discovery taking place globally. A diverse catalog that has sky-rocketed is overcoming the barriers, tapping into viewer curiosity. Anime is popular in Colombia. Some Brazilians show an affinity for Russian animation, and in South Korea a taste for Australian comedic drama.
The benefits of global streaming run both ways. As Netflix deepens the library with regional, in-country fare, domestic viewers stateside stand to benefit too. If the success of Narcos is any indication, there is real demand for foreign series. After all, much of entertainment is about taking you to another place.
So why not the residence of the First Lady of Mexico (Ingobernable), a German town with supernatural phenomena (upcoming series Dark), or a diner in Tokyo (Midnight Diner)?