Is Hollywood over? While California and British studios have dominated the TV industry, competition is intensifying—and quickly. Creativity is no longer limited to English-speaking countries. South Korea, with Squid Game, and Spain, with La Casa de Papel, for example, are captivating audiences worldwide. And they are far from being the only countries. Indeed, the demand for non-English content skyrocketed to 40% in 2023, up from 23% in 2018.
So, who benefits the most from this demand for more diverse content?
Global appeal of Turkish dizis
From $10 million in 2008, Turkey’s television exports skyrocketed to $600 million in 2022, reaching over 150 countries. Shows like Resurrection: Ertugrul (Diriliş: Ertuğrul) have become international sensations, translated into over 25 languages and drawing comparisons to epic productions like Game of Thrones. Similarly, Magnificent Century (Muhteşem Yüzyıl) has drawn an estimated 500 million viewers worldwide, making it a global sensation with its portrayal of Sultan Suleiman the Magnificent. This success has positioned Turkey as the third-largest exporter of TV series globally, after the United States and the United Kingdom.
The Korean wave (Hallyu) in TV production
South Korea stands at the forefront of this creative revolution. The success of Squid Game alone, which attracted an astonishing 1.65 billion viewing hours in its first month, made it the most-watched Netflix series in history. The audience is eagerly awaiting the release of season 2 at the end of 2024. Meanwhile, Extraordinary Attorney Woo has been widely praised for its portrayal of autism and legal drama, achieving an impressive IMDb rating of 8.6/10 from over 30,000 user reviews. Between 2019 and 2022, Netflix reported a 150% increase in global viewership of Korean content. With many other hits like Vincenzo, Kingdom, and Itaewon Class, the Korean wave continues to dominate the global entertainment scene.
European television: A creative renaissance
European television has emerged as a powerhouse of innovation. Spain has made a significant impact with shows like Money Heist, which ranks as Netflix’s second most popular non-English series with 106 million views, and Elite, which has contributed over $200 million in revenue to the streaming giant. The Nordic noir genre, pioneered by Denmark and Sweden, has influenced global television storytelling, with series like The Bridge and The Killing introducing audiences to moody, intricate narratives. France has also contributed significantly to this renaissance, with Lupin ranking third on Netflix’s non-English shows list, garnering 99.5 million views.
With streaming platforms breaking down geographical barriers, the stage is set for a new wave of diverse and innovative storytelling. If you’re a producer in search of unique and creative themes, let’s connect (nicolas@mrnicolasderouet.com)!
