A New Streaming Trend Is Gaining Ground in Texas

Somewhere between episode one and “just one more episode” of Squid Game, I realized I’d crossed over. Subtitles on, English dub off. The voices and emotion just felt more authentic that way.

It turns out a lot of Texans are doing the same thing.

Foreign Language Shows Are Exploding Across Texas

According to research from Vozo.AI, Texas ranks second in the country for interest in foreign-language movies and TV shows.

The study analyzed Google search data from the past year and adjusted results per 100 residents. Texas logged 2.74 million searches, earned a Foreign Content Index score of 63.50, and accounted for roughly 8 percent of all foreign-content searches nationwide.

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Foreign-language entertainment isn’t niche anymore. Nationwide, 54 percent of U.S. streaming users ages 18 to 64 now watch foreign-language content at least sometimes- a sharp increase compared to just a few years ago.

Subtitles, once a dealbreaker for some viewers, are becoming part of how people watch.

Why Texas Is Leading the Trend

Texas’ diverse population plays a major role in this shift. With more than 11 million Hispanic residents and a rapidly growing Asian-American population, demand for Spanish-language films, anime, and international TV shows has grown naturally.

On a personal level, that resonates with me. I already speak Spanish, so watching shows in other languages doesn’t feel intimidating, it often feels more natural; makes me feel like I’m watching it the way it intended!

Spanish and Japanese Content Stand Out

Spanish-language films have a strong audience in Texas, where nearly 30 percent of residents speak Spanish at home. Japanese content also dominates national search rankings, led by classics from Studio Ghibli and popular anime series.

In Texas, viewers are increasingly turning subtitles on and diving into stories from around the world- and once you do, it’s hard to go back!