Netflix Australia audiences surge, yet local content sees low viewership

Netflix may reign as the most favored streaming service in Australia, but this doesn't necessarily mean viewers are focused on Australian shows.

As reported by research firm Digital i, a stunning 96.4% of Netflix viewing in 2025 was devoted to international content, differing significantly from other key Asia-Pacific regions. American movies and series were especially popular, the analysis highlighted.

Among the top ten shows, only See-Saw Films’ Apple Cider Vinegar originated from Australia, with the UK’s Adolescence, America’s Happy Gilmore 2 and US productions Wednesday, Stranger Things, and Untamed leading the list.

This lack of interest in local content hasn’t impacted Netflix’s growth in the area. Senior Analyst Elana Mozzato at Digital i pointed out that Australians have high completion rates for the top series, especially those from the US.

Korean series also gained traction. Netflix routinely tops subscriber numbers and viewing statistics according to various measurement firms.

Netflix’s domestic content stats contrast sharply with two other key APAC markets, Japan and Korea, where viewing percentages are 57% and 63.9%, respectively.

In Japan, the most-watched were Bullet Train Explosion, The Apothecary Diaries, Last Samurai Standing, and The Hot Spot, with Korea's Squid Game closing the top group.

In Korea, the favourites included When Life Gives You Tangerines, The Trauma Code: Heroes on Call, Squid Game, and Genie, Make a Wish, while the US film with Korean influence Kpop Demon Hunters ranked third.

According to the report, last year saw 10 billion hours of Korean content consumed globally, covering major European nations, Canada, Argentina, Brazil, Mexico, Australia, and Japan.

Of this, the gripping drama Squid Game accounted for 15%. Content from Japan reached 7.3 billion hours, while Australian content achieved 1.3 billion hours.

Netflix's introduction of ad-supported streaming services has been well-received in APAC regions. A large portion of customers in Korea and Japan now utilise the ad tier, with nearly a third following suit in Australia.

Digital i evaluates viewer habits in 20 markets throughout Europe, North America, Latin America, and the Asia-Pacific, using a panel-based data system that provides insights into whole viewing histories for each account.