🧵 US vs Global Streaming Viewership Thread (As Told Through #AllOfUsAreDead ratings) 🧵
How much value should we be attaching to US vs global when it comes to streaming viewership? The US is the biggest streaming market, but has reached a relative subscriber saturation point & a rough ceiling of ~80M subs overall (see: Netflix). Overseas has more growth potential.
So should streamers be servicing their biggest regional audience (U.S.) or their relative untapped markets (international territories)? Is there a way to do both?
Per @nielsen, Korean zombie thriller #AllOfUsAreDead debuted to 7.5M US hours viewed in its first week of availability, or the 41st best S1 debut, according to @EntStrategyGuy. That's a so-so domestic launch, though building word of mouth is vital for non-English series.
But globally, #AllOfUsAreDead led Netflix’s non-English TV category for 5 straight weeks and has totaled 575M hours in that time. For comparison, #TheWitcher S2 posted 496.6M worldwide hours in its first five weeks. The former is likely half the cost of the latter.
We won't know until Netflix's quarterly earnings report how many subs it added and in which regions. We do know that dozens upon dozens of non-English titles fail to resonate in the US. The trick is figuring out which series, at which price points, penetrate the most demographics
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