TV internationalisation 2.0 Video is disrupting commissioning and turbo-charging international hits
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The 20,000 foot view: Streaming has empowered niche appeal shows to find global audiences on a scale comparable with analogue-era prime time domestic audiences. Niche is the new mainstream. For the first time a global hit is no longer synonymous with US-centric output. Niche has now found its global appeal and lean-out TV show content is building iconic in real life (IRL) brands beyond traditional linguistic and cultural constraints. With video streaming now mainstream – video is now creating hits driving international niche fan-led engagement.
Key Insights
- The success Squid Game , Money Heist Dark demonstrate how non-English language shows can reach global streaming
- Original storytelling with territorially specific cultural additions driving the new global TV hits, with those local elements part of the appeal
- Show runners leveraging international commissioning budgets to local stories with global relevance
- TV internationalisation being driven by cultural reflexivity, a positive feedback loop between and non-US international TV content
- Increasingly sophisticated, digital TV audiences are accelerating awareness through brand activation behaviours as memes and costume wearing
- Video commissioning now be driven by TV strategic considerations