In 2024, Netflix will allocate more than half of its $15.4 billion content budget to international productions, marking the first time its overseas spending exceeds its U.S. investment. According to Ampere Analysis, $7.9 billion will go toward content produced outside North America, a shift reflecting Netflix's evolving strategy to prioritize global markets.

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This move aligns with broader industry trends as media companies adjust to the post-peak TV era. U.S. content spending is expected to drop over 20% by 2028, while Netflix is increasingly targeting regions where subscriber growth potential remains untapped. Emerging markets like Sub-Saharan Africa and India are key focuses, as Netflix seeks to expand its dominance in less saturated regions.

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International content is cheaper to produce due to lower labor costs and regulatory factors, making it an attractive alternative to expensive U.S. productions. Popular titles like Squid Game demonstrate the global appeal of foreign-language content, with its production costing just $21 million—far below major U.S. shows like Stranger Things.

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With the U.S. streaming market maturing, Netflix is focusing on localized content and licensing international titles for growth. Regions like Sub-Saharan Africa and India offer significant opportunities, while U.S. audiences increasingly embrace international series. This strategy positions Netflix to continue expanding its global influence.
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