K-Dramas and Spanish Soaps Lead the Rise of Foreign-Language Content in the US | Chart
American audiences’ interest in foreign language content has been steadily growing in recent years. Between Q1 2022 and Q3 2024, the demand share for foreign language shows increased from 12.8% to 17% of total TV demand in the U.S., according to Parrot Analytics’ Demand360. A significant portion of this growth has been fueled by international content made available on U.S. streaming platforms, particularly the expanding selection of Korean shows on Netflix.
Korean and Spanish are the two most significant foreign languages in the U.S. TV landscape, trailing only Japanese—a language that has firmly established its global presence over the past few decades. As foreign-language content becomes more popular, it’s natural for each language to find its niche audience. Often, popular shows from foreign countries cater to specific genres, which helps define their appeal outside domestic markets.
In the U.S., both Spanish and Korean series exemplify this trend. Korean dramas, in particular, are a cornerstone of South Korea’s cultural exports. Last quarter, this genre accounted for nearly two-thirds of the total demand for Korean TV shows in the U.S. Similarly, Spanish-language content leans heavily on drama, responsible for 56% of its demand, with soap operas playing a key role. Beyond dramas, news programs such as “Noticias Telemundo” and “Noticiero Univisión” also significantly contribute to the demand for Spanish-language content.
The dominance of K-Dramas and Spanish soap operas creates an intriguing pattern in audience demographics. TV shows in both languages attract similar viewers: predominantly older audiences. Korean TV shows, however, skew overwhelmingly female, while Spanish-language shows attract a more balanced audience, though still slightly more female-dominated.
Among Korean-language shows, “Squid Game” stands out as an exception. Unlike most K-Dramas, it appeals equally to major demographic groups, occupying a central position on audience charts. Other popular Korean shows, such as the horror dramas “Sweet Home” and “All of Us Are Dead,” tend to attract a more niche, primarily female audience.
Spanish-language content, meanwhile, appeals to both male and female viewers across genders. News programs and dramas like the “Elite” and the horror-drama “30 Coins (30 Monedas)” are notable examples, with a relevant share of male audiences. Unlike Korean content, though, some of the most in-demand Spanish-language shows appeal more to younger female audiences, as seen with hits like “La Rosa de Guadalupe,” “El Señor de Los Cielos” and Netflix’s big hit “Money Heist.”
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