Netflix’s Boy Swallows Universe Delivers A$45 Million Boost to Australia’s Economy
Netflix has highlighted the global and local impact of its productions in a new report, The Netflix Effect, revealing that Australian series Boy Swallows Universe contributed more than A$45 million to the Australian economy.
Filmed across 67 locations in South East Queensland, the production engaged more than 1,000 extras and helped drive tourism interest in the region, with Tourism Queensland launching a Discover Brisbane through Boy Swallows Universe tour following the show’s release.
In an accompanying blog post, Ted Sarandos said Netflix’s international growth has always been rooted in locally produced storytelling. He noted that the company now produces films and series in more than 4,500 cities and towns across over 50 countries.
Over the past decade, Netflix says it has invested more than US$135 billion in content globally, contributing over US$325 billion to the world economy and supporting more than 425,000 jobs through its productions.
The report also highlighted changing viewing habits on the platform, with 70% of Netflix viewing in 2025 coming from audiences watching content produced outside their home countries. Non-English language titles, once less than 10% of total viewing, now account for more than one-third of all viewing on the platform.
The report also reinforced the importance of licensed content within Netflix’s ecosystem. More than three-quarters of titles available on the platform are licensed from external creative partners, including broadcasters and independent studios worldwide.
Australian series Love on the Spectrum was highlighted as an example of how local content can gain renewed international reach through Netflix. After premiering on the Australian Broadcasting Corporation in 2019, the series later found a global audience on Netflix, leading to the commissioning of Love on the Spectrum US, now in its fourth season.
Netflix also pointed to the broader cultural influence of its content beyond entertainment, citing examples of productions driving music consumption, tourism, language learning and consumer trends globally.
Sarandos said the company will continue investing in productions, creative partnerships, facilities and training initiatives, with Netflix’s education and skills programmes having reached more than 90,000 people across over 75 countries.
Source: Mediaweek
