Discover what kinds of TV shows are most popular in Britain and around the world, including key differences between markets and audiences
Do you ever find yourself of an evening scrolling endlessly through watchlists on TV and video platforms, seeking inspiration for what to watch?
There has never been a greater variety of options when it comes to TV shows, with a bewildering array of traditional linear broadcasts, video streaming services and video-on-demand offerings.
But what is it that we’re most interested in watching? It’s a key question for marketers seeking to target audiences when they are at their most engaged. Here we use our TGI Global Quick View data, encompassing internet-using adults in 37 markets worldwide, as well as local GB TGI data, to explore favourite TV show genres, both in Britain and around the world. The favourite TV programme genres among online consumers globally have changed little in recent years, with movies, comedy, food programmes and documentaries all highly popular.
Consumers in Britain, however, have rather different tastes compared to the global average. Here, drama is especially popular, alongside entertainment and serials.
Indeed, in Britain we are considerably more likely than those in other markets to like to watch drama, plays and documentaries, but a lot less likely to watch the likes of anime and Korean-based content.
The same is true more widely around the world, with different regions having very different TV genre tastes. For example, in North America, drama is much more popular than it is in APAC and EMEA. Yet in EMEA serials are far more of a favourite than in some other regions, such as North America.
Similarly, different types of consumer groups globally can have very different TV genre tastes, with big ramifications for marketers. For example, you may assume that those who prioritise spend on beauty products may not be so different from those who prioritise clothing spend, given both relate to image. However, TGI Global Quick View reveals big differences between these two audiences in their tastes.
Discover more!
Download our global digital and tech trends report, which draws on insights from our 2025 TGI Global Quick View survey to explore engagement with content and platforms across 37 markets worldwide, revealing commercial opportunities for brands, media owners and agencies. Click here to download.