UK shows have long found a first window home in the US on platforms such as PBS, BritBox and AMC. While BritBox and AMC remain active in the second window, a noticeable uptick in second window premieres of UK series has emerged - driven largely by AVOD services.
Amazon Prime has been one of the more consistent buyers of UK second windows, typically acquiring at least two titles each year. 2024 also saw Amazon acquire the ‘Mallorca Files’ from BBC Studios for its AVOD tier, then known as Freevee, following its debut on BritBox in the US who served as co-commissioner alongside BBC One, France 2 and ZDF.
Fellow multi-territory co-production ‘The Tourist’ from All3Media also found its second window home in the US in 2024, arriving on Netflix, whose second window activity in the US particularly has increased dramatically. This was after its initial airing on Max - its co-commissioner alongside BBC One, Stan and ZDF.
Although AVOD activity was minimal in earlier years, 2024 has seen significant expansion. The Roku Channel acquired three titles in 2024: 'Us' from BBC Studios and 'Our House' from ITV Studios, both of which first aired on PBS. Alongside this All3Media’s ‘Cheat’ came to The Roku Channel in 2024, after first appearing on AMC’s Sundance Now, which co-commissioned the title with ITV.
Tubi meanwhile picked up 'The Diplomat' (not to be confused with the Netflix series) from BBC Studios, following its debut on Peacock Premium. It remains available on both services. Tubi’s interest has continued into 2025, having already acquired two Banijay titles: 'The Other One', which originally aired on AMC’s Acorn TV, and 'Screw', following its debut on BritBox.
Peacock’s free AVOD tier has also entered the second window space, acquiring 'Ridley Road' from StudioCanal and 'MotherFatherSon' from BBC Studios, after initial runs on PBS and Starz respectively.
Interest from US broadcast networks in UK second window content remains limited. PBS continues to act as the primary linear buyer of UK scripted content, and typically only in the first window. One exception came in 2023, when CBS aired the UK version of 'Ghosts'. The move followed scheduling disruption caused by the Hollywood strikes and offered a neat complement to the broadcaster’s own US adaptation. The UK 'Ghosts' had originally launched on Max in 2020 during the platform’s pandemic-era rollout.
While Amazon remains engaged in second window deals for UK titles and more, AVOD services such as Tubi, Roku and Peacock’s free tier are currently the more active players. With Tubi now reaching over 97 million monthly users, the potential for audience reach is considerable - particularly as these platforms expand beyond traditional library acquisitions.
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