Interview, Fireside Chat
Is global culture dead? | The Economist
- Globalization is shifting toward a retreat with local content shares expected to rise across nations through 2025, exemplified by predicted increases in Brazil (16% to 20%) and Mexico (6% to 14%) from 2019 levels.
- A persistent trend driven by cultural experience and language is projected to continue, though exceptions in Portugal, Ireland, and Australia may maintain charts dominated by foreign content.
- Streaming strategies will enforce a "local first" model where content must achieve massive domestic success before expanding globally, reversing previous failures in producing early "global shows."
- The supply of local video content is forecasted to boom due to reduced production and distribution costs, further driving viewership toward local programming.
- Viral video trends on YouTube are expected to remain predominantly national, with research indicating approximately 75% of trending videos will likely trend within a single country.
- Streaming platforms will facilitate audience preferences that are significantly less global and more local than those historically dictated by traditional elite tastemakers.