Markets

 As the global streaming landscape continues to evolve, audience preferences are driving major shifts in content investment. At Content Americas 2025, held at the Hilton Downtown Miami, Jonathan Broughton, Research Director at PlumResearch, presented compelling new data highlighting the industry’s response to changing viewer habits. His analysis revealed a significant rise in non-English-language consumption, a renewed focus on library content, and the growing role of sports IP in revenue strategies.

The Global Appetite for Diverse Content
One of the standout insights from PlumResearch’s latest report is the surging demand for non-English-language content on streaming platforms. Over the past five years, Spanish-language content consumption has risen by 73%, with Latin American (LATAM) programming on platforms like Netflix, Disney+, and Amazon Prime Video increasing by 300% since 2017. This growth has propelled total viewing hours from 150 billion in 2017 to over 450 billion in 2024.

Despite this impressive expansion, only a handful of non-English titles have managed to top global charts. Among them, Korea’s Queen of Tears was Netflix’s most-watched series of 2024, while the highly anticipated return of Squid Game (Season 2) garnered an additional 162 million hours of viewing.

Broughton noted that while non-English content now accounts for 60% of hours consumed on streaming platforms, revenue generation from these titles still lags behind English-language productions. However, he emphasized that LATAM content presents a cost-effective solution for streamers, making it a strategic investment as competition intensifies.

"Stories drive content, and every country has great stories to tell," Broughton stated. "LATAM content provides an extremely cost-efficient way to satisfy audience appetites, and as streamers look to diversify their offerings, LATAM countries are poised to benefit."

Library Content Takes Center Stage
Another critical takeaway from the panel was the growing importance of library content, which is playing an increasingly central role in audience retention strategies. In 2024, Netflix leaned on first-run series to engage active users, while Disney and Amazon found greater success in returning and long-standing franchise content.

Among the notable winners in the LATAM region:

Colombian telenovela Yo Soy Betty, La Fea dominated Amazon’s library content rankings.
Argentina’s Chiquititas recorded an impressive 400 million hours of global viewership.
Brazil’s Desperate Lies also attracted 400 million hours, reinforcing Brazil’s stronghold in serialized storytelling.
Colombia’s La Reina del Flow emerged as a powerhouse title, amassing over 500 million hours.
Mexico’s Rosario Tijeras secured 440 million hours of streaming.
Peru’s Little Angel became a major hit in the kids’ content category, reaching 200 million hours.
Although LATAM content peaked in 2022, the past two years have seen a plateau due to media austerity measures. However, Broughton is confident that 2025 will see a return to growth, as streamers recognize the long-term value of LATAM productions.

The Ad-Tier Strategy & The Power of Sports
A key challenge for streamers in 2024 was slower growth in advertising-driven revenue, despite the introduction of ad-supported tiers. According to PlumResearch, viewing hours for Netflix and Amazon remained flat compared to 2023, and ad-tier revenue only contributed 4-8% of total revenues for Netflix and Disney.

To counteract this stagnation, streamers are investing heavily in sports content, which has become a crucial factor in revenue expansion. Broughton explained that linear sports broadcasting commands CPMs of around $70, while streaming services currently hover around $20. By adding high-profile sports IPs, platforms can bridge this revenue gap.

Several early sports ventures saw mixed success:

Netflix’s The Netflix Cup and The Netflix Slam generated a modest 3-5 million viewing hours.
The Jake Paul Fight, however, proved a major draw, accumulating over 550 million hours in 2024.
Christmas NFL games became a breakout success, with each game attracting between 36 million and 56 million hours of viewership.
Broughton noted that as streamers refine their sports content strategies, they could unlock higher ad-tier revenues, bringing them closer to linear television’s lucrative ad models.

Looking Ahead: The Future of Streaming in 2025
As the panel concluded, Broughton left attendees with a clear message: Diversity, strategic investment, and content localization will shape the future of streaming. The data-driven shift toward library content and non-English programming is reshaping audience habits, creating new opportunities for content producers worldwide.

With LATAM storytelling proving its staying power and sports content becoming a revenue driver, streaming platforms must adapt their strategies to stay competitive in a rapidly changing market. As competition intensifies, Broughton predicts greater collaboration between global studios and LATAM creators, ensuring viewers continue to enjoy an ever-expanding selection of stories from around the world.