Netflix and Prime Video Lead in International Content — But Employ Different Strategies | Chart

Amazon Prime Video and Netflix dominate the U.S. market when it comes to importing international content, with nearly two-thirds of their series catalog consisting of foreign titles. While Hulu and Paramount+ trail significantly behind with only 38.9% and 12.2% of their total catalog being international respectively, the strategies employed by Netflix and Prime Video differ greatly.

Netflix's international programming predominantly originates from Asia, accounting for half of its foreign shows in the U.S. In contrast, Prime Video draws more than a third of its international series from the United Kingdom. Prime Video's strategy focuses on minimizing cultural and language barriers for American audiences through British productions.

Netflix, on the other hand, adopts a broad-spectrum approach, sourcing international titles from various European countries, such as Spain, France, the Nordics, and Italy. The platform also heavily leans on Asian markets like Japan and South Korea, with nearly 35% of its international titles coming from these regions.

India is another significant component of Prime Video's international content, with a substantial share of titles originating from the country. This contrasts with Netflix, which has a more diverse European focus, with British titles making up just 10% of its international supply.

Both platforms have recognized the importance of a global catalog for domestic growth. While Netflix aims to create global crossover hits through a diverse, high-volume approach, Prime Video leans into specificity, focusing on low-friction imports like U.K. productions for domestic retention and localized bets in India to bolster its broader e-commerce ecosystem. The younger audience's preference for international content is helping both platforms attract the next generation of customers.