How to Create Television with Global Appeal
Connecting Across Cultures
In today’s entertainment landscape, a television show isn’t just a domestic product—it’s a global commodity. There is an ever-increasing demand, especially amongst streaming services, for stories with cultural specificity but broad appeal. The holy grail is finding or creating a great TV series that can find audiences far beyond its country of origin. But what does it take to craft a show that resonates worldwide?
Universal Themes, Local Flavor
At the heart of any successful globally appealing show is the balance between universal themes and local authenticity. Stories about love, power, survival, ambition, and family transcend cultural boundaries. However, audiences are also drawn to specific, culturally rich settings that offer something fresh and immersive. Squid Game, for example, is deeply rooted in South Korean society and economics, yet its themes of financial struggle and human competition are universally relatable.
Emotional Connection Over Plot Complexity
Some of the most successful global TV shows rely on strong emotional engagement rather than intricate, culturally specific plots. This is why a series like Money Heist (La Casa de Papel) became a worldwide phenomenon—its story of resistance, rebellion, and found family resonated with audiences from Spain to Brazil to India.
A story that relies too heavily on cultural nuances or humor that doesn’t translate well can struggle internationally. Instead, focusing on deeply human emotions—love, revenge, fear, ambition—creates a connection that surpasses language barriers.
Genre Matters—But So Does Innovation
Certain genres travel better than others. Action, crime, fantasy, and science fiction tend to have broad international appeal, while comedy is more culturally specific. However, even within well-loved genres, innovation is key.
Shows like Dark (Germany’s mind-bending sci-fi drama) and Lupin (France’s fresh take on the classic heist genre) prove that genre with a twist can capture global attention. Audiences love the familiar, but they crave a fresh perspective on it.
Cultural Authenticity and Representation
One of the biggest shifts and most welcome shifts in modern television is the demand for authentic cultural representation. Audiences today reject stereotypes and seek genuine, well-researched storytelling that reflects different cultures with depth and accuracy.
Netflix’s strategy of producing original content in local languages—such as Narcos (Colombia), Sacred Games (India), and Alice in Borderland (Japan)—demonstrates that audiences are willing to watch great storytelling regardless of language barriers. This is also true of Amazon’s German YA Series Maxton Hall. Subtitles and dubbing are no longer obstacles; they’re pathways to new worlds.
Global Casting and Production Strategies
The way a show is cast and produced can impact its international reach. Diverse, multicultural casts appeal to wider audiences, while international co-productions allow studios to tap into multiple markets.
For example, The Night Manager (a UK-US collaboration) benefited from a mix of European and American stars, giving it appeal on both sides of the Atlantic. Similarly, streaming platforms are increasingly backing multi-country productions that weave together different perspectives while remaining universally engaging.
Streaming and the Changing Business Model
The rise of global streaming platforms like Netflix, Disney+, and Amazon Prime Video has changed the game. These services actively seek out stories from different cultures because they know a great show can break out anywhere—whether it originates in Spain, South Korea, or Mexico.
Creators today must think beyond their home market and ask:
Will this story resonate with a broad audience?
Does it have themes that cross cultural boundaries?
Can it be adapted or expanded to different regions?
Creating television with global appeal isn’t about watering down a story to make it generic—it’s about finding the balance between the specific and the universal. The best global hits feel deeply authentic yet emotionally accessible to people from all walks of life. For writers and executives looking to break into international markets, understanding this balance is key.
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