Domestic Content
Every quarter, we add fresh film and TV titles and episodes to our domestic content library, and we continue to see good returns on these investments in the form of increased hours viewed by our members. Q2 domestic median hours viewed per member grew substantially year-over-year and total hours were at record levels.
In the past, we have explained that the evolution of video streaming services to a large extent reflects the legacy of television networks: namely, a reliance on exclusive content as a differentiator. Consistent with this practice, we have increasingly licensed content on an exclusive basis, including titles such as Mad Men, Breaking Bad and Gossip Girl. This quarter we continued this practice, further differentiating our service through a multi-year exclusive agreement with Warner Bros. for complete previous seasons of hit shows Pretty Little Liars and The Lying Game.
Exclusivity on the film side is also relevant, and we continue to pursue both exclusive and non-exclusive deals with our partners. There are many different kinds of exclusivity in this area. With EPIX, we currently have exclusivity for online distribution, but EPIX is increasingly distributed by MVPD and TV Everywhere. Our online exclusivity expires shortly, but our agreement to carry EPIX content non- exclusively runs through mid-2013. On the strength of Paramounts and Lionsgates film slates in 2011 and 2012, EPIX has become a great product and we look forward to our ongoing relationship.

We continue pursuing innovative deals with others. One such deal is an output arrangement with The Weinstein Company that will allow us to have an exclusive window for theatrical titles that will begin after the expiration of their first Pay window. This first-of-a-kind deal will give Netflix members access to all Weinstein theatrical films in what had traditionally been the first Free TV window -- just 12 months from the start of the Pay TV window, as opposed to the traditional holdback of nearly 8 years. Among the titles we will soon have are last years Academy Award winner, The Kings Speech and the highly acclaimed Blue Valentine. Next year well get My Week with Marilyn and The Iron Lady.
In the meantime, our current feature film offering is better than ever with the arrival of Thor, Transformers: Dark of the Moon, and Immortals which, together, generated more than $1.2 billion in domestic box office. In the coming months, well see additional great titles including crowd pleasers like, Captain America, Abduction, Super 8 and Margin Call along with critically acclaimed films like this years Academy Award winner for Best Picture, The Artist, plus Albert Nobbs and Bernie. Over time, we will have one of the best feature film offerings in the market as more than one third of the US box office generated year-to-date are from titles that will flow through our current deals including The Hunger Games, The Avengers and The Lorax from major studios and Act of Valor, Mirror, Mirror and The Grey from our mini-major partners.
We have often said that our licensing of complete back seasons of on-air TV series is not only a great experience for Netflix members, but can help build the audience for new seasons of these series. Last quarter, the audience for season five of Mad Men swelled subsequent to prior seasons becoming available on Netflix. Last week, the fifth season of Breaking Bad debuted to record numbers, up 14% from last years premiere, no doubt buttressed by new viewers who were introduced to the series on Netflix. Sons of Anarchy on FX and The Walking Dead on AMC are additional examples of shows that have seen season over season viewership growth with the availability of the complete series on Netflix. Our unique ability to help members catch up at whatever point in the life of a series that suits them is just one way we add value to our partners when they license their content to Netflix.
Domestic Competition
As weve explained in the past, we compete for consumers viewing time with a variety of video services, including linear TV, DVRs, over-the-top (OTT) pure plays, and authenticated streaming offerings of the MVPDs and cable networks (TV Everywhere).
We have yet to see HuluPlus or Amazon Prime Instant Video gain meaningful traction relative to our viewing hours, but as we continue to build a domestic profit stream they are likely to increase their efforts to gain viewing share. Redbox Instant by Verizon, once they launch, will face a big challenge to break into the top 3 of subscription streaming services.
We believe our biggest long-term competition for viewing hours will come from MVPDs and cable networks, both directly and through their TV Everywhere offerings. MVPDs continue to improve their offering, and Comcasts X1 interface, shown off at the recent cable show, is an impressive and leading example of this work. Our task is to keep raising the bar by operating on Internet pace, so that by the time Comcast broadly rolls out X1 over the coming years, well be another generation ahead in member- pleasing experiences.
As for HBO, they continue to do great work with HBO GO, which is now available to most US households that subscribe to the premium service. While we compete for content and viewing time with HBO, it is also possible we will find opportunities to work together just as we do with other networks. Consumers who are passionate about movies and TV shows are quite willing to subscribe to multiple services.
International Streaming
We added nearly 0.6 million international streaming members in Q2, ending the quarter with 3.6 million international members. Compared to Q1, average paid subscribers increased 41% in the quarter as we continued to attract new members and convert free trials into paying subscribers. Our total international subscriber base came in slightly lower than our forecast in April as we implemented several up-front checks to validate consumer payment methods in Latin America. These changes reduced our free trials relative to the forecast, but had limited impact on paid subscriber numbers. Our international segment now represents 13% of total Netflix streaming members, and slightly over half of the streaming net additions in the quarter.
UK and Ireland
Following our successful launch in the UK and Ireland in Q1, we are encouraged by the continued strong growth of the service and today have one million members. This growth has been driven, in part, by our investments in content. Over the past quarter, we have added great movies to the service, including the critically acclaimed Drive and the family comedy Zookeeper in the Pay 1 TV window and recent blockbusters Cloudy with a Chance of Meatballs, Transformers and Mission Impossible III. We have also strengthened our TV offering. Over the past three months, we launched all six seasons of the hit series Lost, premiered the third season of the gritty drama Breaking Bad, and became the exclusive home in the UK and Ireland of the indie comedy series Portlandia.
We will continue to expand and refresh our content offering in the coming quarter. Notable new titles will include the action-adventure film Abduction, the sentimental buddy comedy 50/50 and blockbusters 2012 and Iron Man 2. Through our recently announced deal with Twentieth Century Fox, we will be making available several top US TV series in Q3, including Sons of Anarchy, The Killing and the Emmy-winning Modern Family. Subscribers can also look forward to the next seasons of Breaking Bad and Damages exclusively on Netflix. As with all of our markets, our content additions are targeted to deliver incremental viewing, and therefore drive higher engagement and retention of our members.

Looking past Q3, we feel our existing partnerships with local broadcasters and producers, US studios and networks, and independent partners will continue to provide us access to compelling content. For example, our upcoming Pay 1 feature films account for 16% of UK Box Office year-to-date, compared to an estimated 5% for LOVEFiLMs streaming service.
When we launched, we said Sky would be our primary competitor in the UK, and now we potentially face increased competition from Skys new OTT service Now TV at £15 per month, more than double our price. This is Skys first foray into a pure-play OTT streaming product and will likely be marketed aggressively. Our content libraries are mutually exclusive with no overlap of titles; as such, many households may subscribe to both services.
Canada
Our Canadian service continues to grow well in both subscribers and hours viewed. Similar to trends in the US, Q2 median hours viewed per member were up year-over-year in Canada. We have movies in the first pay TV window from Paramount and Fox and our members are currently enjoying hit films like Rise of the Planet of the Apes, Mr. Poppers Penguins and Kung Fu Panda 2. As in the US, the first four seasons of Breaking Bad and all six seasons of Lost are setting viewing records in Canada for us. We achieved a small contribution profit in Canada in Q2 and expect to remain profitable in this market going forward, as we manage our content and marketing expenses to grow more slowly than members and revenue. We intend to steadily increase our contribution margin in much the same way as we are doing for our US streaming business.
Latin America
In less than a year since expanding our service to Latin America, we are excited that we have more than one million members. At the same time, given the huge market opportunity, we remain focused on accelerating our growth by overcoming some of the many unique challenges in the region, namely, low device penetration, an under-developed Internet infrastructure and consumer payment challenges for ecommerce.
We are making progress in the area of payments. We have modified our sign-up flow to improve free trial to paid subscriber conversion, and are in the process of expanding payment options in Mexico and Brazil.
We are also closely tracking the performance of our content library to figure out the right formula for adding content that results in higher viewing and therefore greater member engagement, retention and positive word of mouth. Were encouraged that the content additions weve made are having an impact. Our newest Mexican members are now watching more Netflix than their counterparts in the US, Canada, or the UK.

Our content in the region keeps getting better. Global blockbuster The Hunger Games will debut on our service in August, only five months after its worldwide theatrical release and on the same date as it will be released on DVD and VOD in the region. Additionally, our new deal with FOX has given Latin American members access to hit shows such as, Glee, How I Met Your Mother, 24 and Prison Break. Additionally, we are adding episodes of South Park and other on-air TV Series, such as, Revenge, Once upon a Time, Parenthood, Parks and Recreation and Franklin & Bash. The fourth season of Breaking Bad debuts for us in Latin America in September.
While challenges remain in the region, with subscribers and revenue growing, we are on-track to capture the big opportunity that the region represents.
Next International Market
Given our return to global profitability this quarter and our continued success in the UK, we announced last quarter that weve decided to open an additional attractive European market in Q4 of this year. We will have more to say about this market later in Q3.