Global platforms, new media generations and Anglo-American hegemony: An exploration of young audience viewing and language preferences in four European countries

This article examines British screen content consumption among young audiences aged 16–34 in four European countries: Denmark, Germany, the Netherlands and Italy. It suggests a reconsideration of content flow theories that maintain ‘home advantage’ for domestic content, followed by shows from culturally or linguistically proximate countries. The research reveals a shift among younger viewers towards a re-asserted Anglo-American hegemony, driven by the accessibility of English-language content, declining interest in domestic content and growing English-language proficiency. This favours global streamers with English-language productions, primarily from the United States, even in Italy and Germany where dubbed shows have been the dominant viewing option.