Cultural Differences Impact Demand for TV Series |

February 4, 2022

Findings from a report on the link between local age ratings, cultural factors and audience demand for TV shows in key markets around the world analyzes the age ratings and cultural content of five TV shows popular of American descent around the world.

The report, Global TV Overview: Culture, Age Rating and Audience Demandfrom global entertainment technology and data company Spherex and audience demand measurement specialist Parrot Analytics examines audience demand for every show in seven targeted markets.

The pair selected markets around the world that exhibit varying cultural norms and have different regulations and age compliance requirements. Countries featured include Australia, Brazil, India, Indonesia, South Korea, UK and USA. Series analyzed include american horror story, Grey’s Anatomy, Card castle, The Walking Deadand Prison Break.

The three main conclusions of the report indicate:

  • Age-based content ratings have a direct impact on audience size, as parents and families rely heavily on them to make viewing decisions.
  • The content elements most likely to impact rankings are sexuality, violence, and religion.
  • Stories or characters that are culturally or socially identifiable to local audiences generate greater interest and wider audiences.

the Global TV Snapshot The report provides insight into why shows that are in demand with audiences in the United States may not be as popular in other countries. The Walking Dead has a completely different audience depending on the local culture. Australia welcomes zombie walks for entertainment ; while Indonesia finds the depiction of zombies disrespectful to the dead. American political drama Card castle is popular in countries where corruption and intrigue are seen as local issues, such as India. But in countries with lower tolerance for bad language or explicit sex, which are staples of the series, countries like South Korea and Indonesia are seeing significant reductions in demand and acceptance of sex. public.

The growing awareness and sensitivity towards other cultures is steadily increasing in the West, and the Global TV Snapshot details how American content is viewed, accepted and rejected by cultures around the world. From religion and zombies to sex and family allegiances, the report provides important insights into audience demand and the culturally specific content critical to success in the streaming world wars.

“This report refutes the common expectation that top-rated shows in the United States are guaranteed to succeed everywhere,” says Teresa Phillips, CEO of Spherex. “Consumers are drawn to shows they can relate to, and market success starts with cultural awareness and understanding. This report sheds light on how the central themes of American film and television are interpreted around the world.

“Our data shows that global audience demand for a series is not only shaped by its narrative and characters, but also by the cultural values ​​of the country where it airs,” adds Samuel Stadler, Vice President of Marketing at Parrot. Analytics. “Age rating restrictions are one way local regulators try to protect their citizens, but our data shows that these ratings can also have a significant impact on a show’s popularity.”