Netflix might be the most popular streamer in Australia, but that doesn’t mean subscribers are tuning in for local content.
According to analytics firm Digital i, a whopping 96.4% of Netflix viewing time was spent on non-local content during 2025, a marked difference to other core Asia-Pacific markets for the streamer. U.S. films and TV programs were much preferred, the report showed.
Within the top ten most-watched shows, only See-Saw Films’ Apple Cider Vinegar hailed from Australia, with the UK’s Adolescence, American movie Happy Gilmore 2 and U.S. series Wednesday, Stranger Things and Untamed comprising the top five.
The lack of local viewing doesn’t appear to be much of an issue for Netflix’s local growth, however. Digital i Senior Analyst Elana Mozzato noted the country displayed high series completion rates for most the most popular titles, especially U.S. imports. There was also a propensity for Korean wave
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