By Jeni Benhain
As we move into 2022, the data is clear – TV series produced in Latin America are increasingly finding audiences outside of their native Spanish and Portuguese-speaking markets and becoming global hits.
This is evident in data compiled by Whip Media, which looked at the 20 most viewed Latin American TV shows of 2021 based on how they performed outside Latin America, Spain and Portugal.
The data underscores the growing importance of content travelability – or how well shows perform in different countries and on different platforms. Content isn’t confined to one market in 2022; thanks to the streaming revolution, it’s easier than ever for TV fans to find shows they like.
That reality has only upped the stakes for producers, as they aim to make compelling content and capture a wider audience. It also places a greater emphasis on regional media buyers being able to find content that transcends borders.
The show with the highest travelability? That honor goes to Who Killed Sara?, the Mexican series has been especially popular with French, Swiss and German viewers, among several other European countries. Control Z, the second most viewed Latin American series of the year, also comes from Mexico. Brazilian series have also found success outside their home market, too. Invisible City, the fantasy-crime drama, was the third most viewed Latin American show of 2021.
Genre is another important factor. More “serious” content (crime, drama and thrillers) makes up the lion’s share of Latin American series that have traveled well beyond their borders. La Jauría, for example, which first aired on Amazon Prime Video, was acquired by HBO Max for the USA from Chile-based Fabula. Dom, Amazon’s first original series in Brazil also proved to be a hit with global audiences.
Still, there are shows that fit outside these general rules. Maradona: Blessed Dream, was one of the most popular Latin American titles last year. The Amazon original series chronicles the life of football icon Diego Maradona and is produced in his home country of Argentina. Reality series from Brazil also proved to be popular with three shows (Brincando Com Fogo Brasil,Casamento às Cegas Brasil, and The Circle Brasil) making the top 20 list. Meanwhile, only a few of the top 20 series are comedies, perhaps indicating that what’s funny in one country or region may be difficult to translate across borders.
If anything, the only firm rule appears to be that popular local content (thanks in large part to the streaming boom) is continuing to find a home outside of Latin America.
