In a groundbreaking revelation from PlumResearch, presented at Content Americas, the TV streaming landscape is undergoing a seismic shift in 2024. Consumer preferences are diversifying rapidly, with Spanish-language content and Latin American productions leading the charge. This transformation not only highlights the growing influence of non-English programming but also underscores the strategic approaches adopted by major streamers like Netflix, Disney+, and Prime Video.

Discover How Non-English Language Content is Reshaping Streaming Entertainment

The Rise of Spanish-Language Programming

The streaming market has witnessed an unprecedented surge in Spanish-language content over the past five years, with consumption skyrocketing by 73%. This trend reflects a broader appetite for diverse storytelling that resonates beyond traditional borders. Latin American content on platforms such as Netflix, Disney+, and Prime Video has seen a staggering 300% increase since 2017, expanding from 150 billion hours to over 450 billion hours in 2024. Despite this remarkable growth, only a select few non-English titles have managed to top streaming charts. Korea's "Queen of Tears" emerged as Netflix’s most-watched show in 2024, demonstrating the global appeal of well-crafted narratives. The success of these shows can be attributed to their ability to transcend cultural barriers and engage audiences with compelling storylines.

Diverse Strategies Among Major Streamers

The strategies employed by leading streaming services vary significantly. Netflix has prioritized first-run series to captivate its most active users, while Disney+ and Prime Video have found greater success with returning series. For instance, Netflix’s "Squid Game" narrowly missed the top spot due to its late 2024 release, yet it has amassed an impressive 690 million hours of viewing, with Season 2 adding another 162 million hours. LatAm consumers exhibit increasingly varied tastes, with Korean series like "True Beauty" and "Marry My Husband" topping the charts for first-run series on Netflix and Prime Video. Meanwhile, the Colombian classic "Yo Soy Betty, La Fea" claimed the top spot for returning and library content on Prime Video. Both Disney and Max rely heavily on franchise properties such as Marvel, Star Wars, Harry Potter, and Game of Thrones to maintain audience engagement.

High-Profile Audience Engagement with LatAm Productions

Key content produced in Latin America is garnering significant attention. Argentina’s "Chiquititas" received 400 million hours of global consumption, while Brazil’s "Desperate Lies" garnered an equal amount. Colombia’s "La Reina del Flow" picked up over 500 million hours, and Mexico’s "Rosario Tijeras" saw 440 million hours of viewership. Peru’s children’s series "Little Angel" enjoyed 200 million hours of viewership, showcasing the wide-ranging appeal of regional content.PlumResearch data indicates that despite media austerity causing a plateau in 2023 and 2024, consumer consumption will focus more on library and non-English language content in 2025. Jonathan Broughton, Research Director at PlumResearch, anticipates a return to growth, emphasizing that stories drive content and every country has great stories to tell. With non-US produced content accounting for up to 60% of streaming platform consumption, LatAm content offers a cost-efficient way to satisfy audience appetites.

Ad-Tiers and Sports: A Strategic Combination for Growth

Ad-tiers have positively impacted all streaming services, although viewing growth has been relatively flat for Netflix and Prime Video in 2024. Revenue growth from advertising remains modest, with only 4-8% of revenues generated by Disney or Netflix coming from ads. Sports IP, however, plays a crucial role in driving growth. Streamers currently earn around a $20 CPM, while linear sports command closer to $70. Early sports IP like "The Netflix Cup" and "The Netflix Slam" garnered only 3-5 million hours of viewing, but events like "Jake Paul vs Mike Tyson" attracted over 550 million hours of viewing in 2024. Christmas NFL games drew even higher audiences, with each game accumulating between 36 million and 56 million hours of viewing. This interrelated strategy highlights the potential for sports content to boost both viewership and revenue.