--- title: 'The Rise of International Content' url: 'https://alliedglobalmarketing.com/knowledge/pages/the-rise-of-international-content' markdown: 'https://alliedglobalmarketing.com/knowledge/pages/the-rise-of-international-content.md' date: '2023-09-06' description: 'Recent years have seen a steady increase in the popularity and consumption of non-English language entertainment within the UK and the English speaking world. Netflix data shows that in the UK, viewing of non-English language stories has increased by 90% over the last three years. But what is drivi…' taxonomy: category: - 'Strategy & Innovation' - 'Paid Media' - 'Creative Solutions' - EMEA --- ![](https://alliedglobalmarketing.com/images/8/f/1/d/8/8f1d85cb6f023bb2662f570468b93b8b112ef7b5-cover.webp) Knowledge: Strategy & Innovation # The Rise of International Content Seán Roberts, VP UK & Ireland 09.06.23 Recent years have seen a steady increase in the popularity and consumption of non-English language entertainment within the UK and the English speaking world. Netflix data shows that in the UK, viewing of non-English language stories has [increased by 90% over the last three years.](https://about.netflix.com/en/news/streaming-the-world-popularity-of-non-english-language-stories-on-netflix) But what is driving this evolution, and how does it impact our marketing strategy? ## The Rise of International Content This rise in non-English language consumption can be attributed to several factors, including: 1. **Increased availability and accessibility.** With the proliferation of streaming services now available to consumers, the primary distribution model for televised content has changed significantly over the last decade. [Britons now spend more on streaming services than traditional paid TV packages](https://www.theguardian.com/media/2023/jun/27/britons-will-soon-spend-more-on-streaming-than-tv-analysts-say). Platforms with global reach such as Netflix, Prime Video and Disney+ have given audiences easy access to international content, from *Squid Game* to the Oscar®-nominated *All Quiet on the Western Front*, and afforded these titles new audiences. 2. **Social media and word of mouth.** Social media platforms have given fans and critics the chance to discuss and recommend shows, contributing to the visibility and popularity of international titles. *Squid Game* was the [most tweeted about TV show in the US of 2021](https://variety.com/2021/digital/news/squid-game-most-tweeted-tv-show-2021-1235130128/), with its viral popularity contributing to its global success. Show-derived games such as "red light, green light" even formed viral online trends on TikTok and have been viewed billions of times, further driving title engagement. 3. **Acclaim and awards.** Recently, many non-English language TV shows and films have gained critical acclaim, being recognised via prestigious awards and nominations such as BAFTAs (*Lupin*), Golden Globes (*All Quiet on the Western Front*) and Oscars (*An Cailín Ciúin*). This recognition generates buzz and awareness and also lends credibility among UK audiences, leading to greater viewership. ## Our Approach to Promotion We proudly worked on an Awards campaign for Alfonso Cuarón's breakthrough foreign language film *Roma*, which tied the record for most Oscar nominations for a non-English language film. Our For Your Consideration campaign aimed to bring the film into mainstream consciousness. Our creative team focused on **universal elements**, such as the score and cinematography, **to make the film feel familiar**. This familiarity, combined with elevation of critical and consumer response to the film, helped cast *Roma* as a relatable and favourable film worthy of an Oscar win. Our media team then amplified the message we created, running ad campaigns across digital and traditional platforms with targeting designed **to reach guild and academy voters in a way that felt authentic**. Furthermore, with offices and people on the ground across North America, EMEA, and APAC, we truly understand local markets and cultural sensitivities while showcasing the content that will resonate with a specific audience based on key themes, talent and visuals. ## Here to Stay With the marked increase in non-English language consumption, it is no surprise that Netflix continues to invest in non-English content. The service [doubled its budget for German language content](https://variety.com/vip/netflix-global-content-strategy-may-not-pay-off-as-previously-hoped-1235678619/) to half a billion dollars between 2021 and 2023 and plans to invest $2.5 billion in Korean programming over the next 4 years. As non-English content continues to thrive, **we continue to tailor our campaigns to ensure we effectively communicate** the heart of a story. We reach diverse audiences with a flexible, creative strategy that taps into the most universal themes to grab consumer and trade attention. Want to learn more about our expertise in telling these increasingly global stories? [Get in touch](https://alliedglobalmarketing.com/contact). 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