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 of Squid Game , Money Heist and Dark demonstrate how non-English language TV shows can reach global streaming audiences
- Original storytelling combined with territorially specific cultural additions are driving the new global TV show hits, with those local elements as part of the appeal
- Show runners are leveraging international commissioning budgets to deliver local stories with global relevance
- TV internationalisation is being driven by cultural reflexivity, creating a positive feedback loop between US, and non-US international TV content
- Increasingly sophisticated, lean-out digital TV audiences are accelerating show awareness through brand activation behaviours such as memes and costume wearing
- Video commissioning will now be driven by TV internationalisation strategic considerations