The Turkish Wave - How Dizi Became a Global Content Export

Key Takeaways

• Turkey is the third-largest exporter of scripted content globally, behind only the U.S. and the U.K.
• In 2024, Turkey exported over 300 series, generating more than $500 million in revenue.
• Demand for Turkish content grew 184% between 2020 and 2023 - outpacing South Korean content growth (73%) over the same period.
• Turkish dramas reach 150+ countries via broadcast and nearly 200 including digital platforms.
• The format - long episodes of 120-150 minutes, family-friendly themes, expressive acting - travels well across cultures without relying on cultural proximity.

Introduction

Turkey is the third-largest exporter of scripted content in the world, behind only the United States and the United Kingdom. Turkish dramas now reach more than 150 countries through broadcast, and when digital platforms are included, that number approaches 200.

In 2024, Turkey surpassed 300 exported series, generating over $500 million in revenue. Parrot Analytics reported that demand for Turkish content grew by 184% between 2020 and 2023. For context, demand for South Korean shows - including the global attention around Squid Game - rose by 73% during the same period.

These are not niche numbers. This is a structural shift in global content flows, and it's been building steadily for over a decade.

Why Turkish Content Travels

The instinctive explanation is cultural proximity - Turkish content performs well in the Balkans, Middle East, and North Africa because of shared Ottoman heritage. But the evidence doesn't fully support that theory. Several of the strongest importing markets lack direct historical ties to Turkey. Some actively distance themselves from the Ottoman legacy.

What makes Turkish dramas travel is simpler: they focus on themes that large parts of the world enjoy watching. Love, family dynamics, loyalty, class conflict, and relationship tension sit at the centre of most Turkish series. As Izzet Pinto, CEO of Global Agency, has noted, Turkish titles avoid nudity and harsh language, making them suitable for family viewing across continents.

The format itself supports international reach. Turkish dizi are defined by long weekly episodes - typically 120 to 150 minutes - with emotionally charged plots that place relationships at the heart of the story. The expressive acting style, with clear emotional reactions and visible gestures, helps viewers follow the narrative even when subtitles or dubbing are imperfect.

Turkish series also blend influences from multiple global storytelling traditions - Bollywood, Egyptian melodrama, American television, and Latin American telenovelas. That hybrid DNA makes them feel familiar to diverse audiences without being derivative of any single tradition.

Where Demand Is Growing

Established markets - Central and Eastern Europe and the CIS region remain steady buyers. But the scale of attention from Western Europe is new. Italy and Spain have moved from occasional acquisitions to consistent ones. Turkish series now air in primetime on major broadcasters like Mediaset's Canale 5, where episodes attract around 2 million viewers.

Emerging markets - Portugal is showing growing interest, partly because neighbouring markets have already demonstrated strong results. Lower localisation costs are attracting buyers from Africa. Markets that had slowed - Bulgaria, Indonesia, Malaysia - are becoming active again. Ukraine is making a comeback. Malta is emerging as a newcomer.

Challenging markets - The U.S. and the Nordic region remain selective. Nordic broadcasters show reluctance towards Turkish dramas and formats. In the U.S., Parrot Analytics noted in 2023 that many of the most in-demand Turkish titles simply lack distribution - audiences can't discover content that isn't available on the platforms they use. Streamers that secure Turkish rights early may find an opportunity as American viewers continue to embrace international content.

Distributors emphasise that success in newer markets requires more than strong content. Trust, flexible rights packages, fast delivery, and active marketing support are essential for building long-term relationships with European and global partners.

The Dizi Format

In Turkey, long-form scripted dramas are known as dizi. The format is distinct: weekly episodes run between 120 and 150 minutes, substantially longer than the typical 45-60 minute Western drama. This extended runtime allows for layered storytelling with multiple intertwined plotlines - family, friendship, romance, and often class dynamics running simultaneously.

The production values are typically high, often featuring glamorous Istanbul backdrops or historical settings. But the format's real strength is emotional intensity. Dizi don't shy away from melodrama, and the result is content that generates strong viewer attachment - the kind of emotional investment that drives binge viewing and repeat audiences.

Comparison: Turkish Dizi and Chinese Microdramas

An unexpected parallel exists between Turkish dizi and Chinese microdramas. One format runs to two hours. The other runs to two minutes. But both rely on the same fundamentals: heightened emotion, clear plot turns, and stories that are easy to follow across cultural boundaries.

There's even a structural connection. Korean company CJ CGV owns Turkey's largest cinema and distribution chain, creating an indirect link between three of the world's most active content export markets - Korea, Turkey, and China.

Both formats demonstrate that emotional storytelling, when executed well, doesn't require cultural proximity to travel. It's a principle worth remembering when planning content acquisition strategy.

How Allrites Supports Turkish Content Licensing

Allrites works with content buyers seeking to acquire Turkish drama and other international content for their platforms and channels. Our team has experience licensing across MENA, Europe, Asia, and beyond, with flexible rights structures suited to both traditional broadcast and digital distribution.

If you're exploring Turkish content for your platform, get in touch.

Originally published December 2025. Updated May 2026.