PurposeThis paper investigates the distinctive role of the US stock exchanges in the process of international consolidation. Besides the USA's leading role in financial markets, the focus on the country is motivated by its uniqueness within the stock exchange consolidation landscape, since, on the one hand, it has been involved in two different stock exchange mergers – with Nasdaq and NYSE – and, on the other hand, it has experienced a “reversal”, having joined and then left the Euronext-NYSE platform.Design/methodology/approachTo investigate the effect of the NYSE-Euronext split on cross-border holdings and the role of the US as a member of the consolidated platform, we adopt a feasible Generalized Least Squares specification correcting for both heteroskedasticity and general correlation of observations across destination-countries, with standard errors adjusted for two-way clustering at the investing-country and year levels.FindingsDifferently from other mergers, we find a weak sensitivity of US inward and outward cross-border investments to stock exchange consolidation, and, consequently, to its reversal. The data suggest that the larger, the more liquid and the more visible the involved stock exchanges are, the less sensitive cross-border investment is to consolidation. Drawing on the cross-listing and cross-delisting literature, we formulate the conjecture that this evidence can be explained by decreasing returns of foreign investment to consolidation: the extraordinary large size, liquidity and visibility of the US stock exchanges diminishes the value of the role played by stock exchange consolidation in reducing cross-border barriers among member countries, so that it makes also the effects of its retreat non-significant.Originality/valueThis paper is the first, to best of our knowledge, to investigate the mirror phenomenon, that is, the “consolidation reversal” process of the NYSE stock exchange, the purpose being to understand its consequences for cross-border holdings. In the first part of this paper, we document no significant effect of the 2014 reversal on cross-border investments. The apparent absence of this effect could be due either to a level of cross-border investments remaining equally high (denoting persistence in investors' behavior) or to an equally non-significant effect of consolidation and reversal of the US stock exchanges on cross-border equity investments. The evidence supports the latter hypothesis and reveals an overall weak sensitivity of US cross-border investments (inward or outward) to stock exchange consolidation and, consequently, to its reversal. We formulate the conjecture, tested in the second part of the paper, that this evidence is due to the presence of diminishing returns of exchange consolidation's scale for foreign investors: the extraordinary large size, liquidity and visibility of the US stock exchanges makes the role of stock exchange consolidation less valuable in dampening cross-border barriers; consequently, also the reversal phenomenon presents no sizeable effects.