Netflix Doubles Down on International Content as US Viewers Embrace It

Streamer preps return series of global hits like The Witcher as part of its expansive fall slate

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When Netflix elevated local-language programming executive Bela Bajaria to head global TV, the streaming giant seemed to signal its commitment to making local-language programming a central tenet of its global programming strategy. Less than a year later, that effort is paying off in a big way.

Since 2019, the company has seen non-English language viewing in the U.S increase by 71%, Bajaria told reporters at the Television Critics Associations’ annual summer press tour, held virtually this year due to the Covid-19 pandemic.

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