Istanbul: After achieving global success, Turkish television dramas are now targeting China as their next major audience. Over the last two decades, these dramas have captivated viewers worldwide, becoming a cultural export valued at over $1 billion. The industry has already made significant inroads in regions such as the Middle East, Latin America, Europe, and Asia, embedding itself into popular culture and boosting interest in Turkish tourism.
According to Anadolu Agency, Kerem Catay, CEO of Ay Yapim, revealed that Turkish productions currently reach over 100 countries, with the potential to engage an audience of around 1 billion people. The industry's primary international markets have been the Middle East and Latin America, where the dramas have introduced audiences to Turkish culture, including its food, clothing, and language. This cultural influence is seen as a significant achievement for Turkey's television industry.
The journey of Turkish dramas from regional success to a global phenomenon began in the late 2000s. Catay highlighted productions like "Yaprak Dokumu" (The Fall of Leaves) as early examples of international expansion, followed by hits such as "Ezel," "Ask-i Memnu" (The Forbidden Love), and "Kara Sevda" (Endless Love). The Middle East was the first major international audience, with the appeal later spreading to Latin America and beyond, including Europe and Asia.
Despite the industry's global reach, China remains a largely untapped market. Catay stated that establishing a presence in China is now a major ambition, as Turkish producers recently explored opportunities there with Turkey's Culture and Tourism Ministry. Penetrating the Chinese market could introduce Turkish dramas to a massive new audience, although it will require sustained efforts alongside maintaining success in existing markets.
Measuring the global audience for Turkish dramas has become more complex with the rise of streaming platforms. Traditional television ratings are available in some regions, but digital platforms often do not disclose detailed viewing figures. Instead, producers rely on indicators like top 10 rankings in individual countries to gauge success.
The influence of Turkish dramas extends beyond viewership and revenue, contributing to cultural exposure similar to American television's impact on global consumer culture. Studies have shown that Turkish series have sparked greater interest in Turkish culture and language and have increased tourism interest, particularly in Istanbul, where filming locations have become attractions.
Birol Guven, a producer and director general at Turkey's Culture and Tourism Ministry, emphasized the broader cultural invitation offered by Turkish dramas, likening them to a new form of heritage. This cultural dissemination positions Turkish television as an essential part of the country's global cultural footprint.