The Era of Globalization
The proliferation of streaming platforms has allowed consumers to discover shows and films from around the globe due to the accessibility of international content on these platforms. Approaching a branded integration campaign with a global lens allows brands to capture millions of impressions around the world with one single integration. This massive awareness strategy can only be achieved through brand integration – by being inside the content, not surrounding it.
LATAM & EUROPE: The Global Hits Producers
LATAM has quickly become a key market for streamers in terms of audience size and opportunity to produce original content. All the major streamers have now launched in the region and with that have committed to sizable investments in local original content (especially in Mexico) that will attract local subscribers and find Spanish-speaking audiences around the globe. The UK and European countries like Spain, France and Germany have fast established themselves as key players in the global content marketplace, with content produced in these territories being distributed globally and attracting huge audiences around the world. While we’re seeing more investment in these markets and streamers establishing local production hubs, we’re also seeing these platforms acquiring locally produced linear content and co-producing with linear networks.
Co-Productions and the Accessibility of U.S. Content
There’s always been a market for U.S. content internationally, but in the past five years international entertainment has proven itself to be a force to be reckoned with. With the rise of international co-productions and better accessibility to entertainment, content has entered an era of globalization. Co-Productions like Elite and Fleabag dominate the conversation because they’re not only fresh but they blend cultures and viewpoints. It doesn’t stop at streaming originals as shows like Sherlock and La Reina del Sur have found new life on streaming. These shows are breaking down the walls between domestic and international content to give way to the cultivation of global content.
Audiences Are Getting More Sophisticated
Audiences are spoiled for content choices with streaming platforms putting global productions in front of people who wouldn’t have seen these shows otherwise. This has made audiences more sophisticated in their viewing habits and they are not shying away from watching shows/films in foreign-language or dubbed. During 2020 when traveling was limited, viewers discovered the world through international content.
Last year, more than 60% of Netflix’s original TV series and films were made outside English-speaking territories. Since 2019, more than a third of all Netflix and Amazon commissions have been in foreign languages. Additionally, Disney+ plans to commission 50 local productions in Europe by 2024. (Financial Times)