TV internationalisation 2.0 Video is disrupting commissioning and turbo-charging international hits

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Tim Mulligan

February 2022

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.

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