Under the scorching Turkish sun, the backdrop of historical Ottoman and Byzantine castles draws tourists from around the world who come not only to marvel at these ancient structures but to step into the scenes of their favorite Turkish dramas. In Istanbul, there’s Riia Toivonen from Finland, who, alongside her mother, has traversed Europe to indulge in the world she fell in love with through Turkish TV shows.
Globally, the allure of Turkish dramas, known locally as 'dizi,' has surged, transforming Turkey into a prominent exporter of television content. The ripple effects of this phenomenon are evident both culturally and economically, with millions of viewers captivated and significant boosts to tourism.
One needs only to reflect on the story of Raquel Greco, a 66-year-old from Argentina, who recounts her dream-like trip to Istanbul, surrounded by mementos from her journey inspired by her favorite Turkish romantic comedy. Raquel explains, “It seemed to me that I was dreaming, I couldn’t believe I was living what I saw every day in the series.” The casts and sets of Turkish series have proven to be magnetic, drawing global fans to Turkey’s vibrant historical and cultural sites.
The global demand for these dramas skyrocketed between 2020 and 2023 by 184%, according to Parrot Analytics. This surge has positioned Turkey as one of the largest exporters of TV shows worldwide. Izzet Pinto, CEO of Global Agency, notes the reach of Turkish dramas: “We reach over 400 million viewers every night around the world. The soft power we create with Turkish dramas cannot be even compared to what could be done in politics.”
Tracing the roots of this phenomenon, the breakthrough came with “Deli Yurek” in 2001, which found an audience in Kazakhstan. However, it was 2005’s “Gumus,” a romantic series spotlighting a countryside woman adapting to urban life, that truly propelled Turkish dizis to international fame, especially in the Middle East. Another notable hit, 2006’s “A Thousand and One Nights,” captured the Balkans with its modern-day spin on classic Middle Eastern folklore.
The impact isn’t just confined within regional borders. Where once Turkey imported Latin American telenovelas, it’s now the main exporter to those regions. This shift in cultural exports was highlighted when Venezuelan President Nicolás Maduro visited the set of “Resurrection: Ertugrul” in 2018, symbolizing the shows' broad appeal.
Haley Uganda, founder of the fan platform “Diziligh,” attributes the widespread appeal to universal themes such as family, friendship, and love. Set against luxurious Istanbul lifestyles or Turkey’s rich history, the dramas resonate with viewers globally. Uganda’s platform sees around 1.5 million monthly views from the USA, Canada, Greece, India, and Pakistan. She notes, “They offer something for everyone, regardless of where you are from. Watching Turkish dramas, I see reflections of my mom, myself, and my siblings.”
Interestingly, the family-oriented nature of these series is a significant draw. Izzet Pinto explains, “There’s no nudity, no cursing or bad words, not much hate. So, this becomes watchable by the family.”
As the industry evolves, so do the themes of its series. “Red Roses,” for instance, delves into the interactions between a staunchly secular family and a fictional Islamic brotherhood. On a filming break, actor Ozcan Deniz emphasized the necessity of diversification in content. “Countries that were not able to transform (into) a different genre are now lagging behind in the export of series. Turkey has now caught this momentum, but if it cannot diversify, if it cannot also tell different things, it will end somewhere.”
Fans like Toivonen, who toured Bozdag Film Studios where historical blockbusters like “Resurrection: Ertugrul” and “Foundation: Osman” were filmed, represent the ever-growing base of Turkish drama enthusiasts. Toivonen’s affection for Turkish dramas like “Black Money Love” and “Endless Love” underscores a broader cultural appreciation. She enthused, “I like Turkish culture very much. (The series are) very friendly and warm, and there is a lot of drama going on.”
Mehmet Bozdag, the mastermind behind popular historical dramas, shared the impressive milestones of his works. The first episode of “Resurrection: Ertugrul” garnered over 157 million views on the Urdu-language YouTube channel of Turkish state broadcaster TRT. The show peaked as the fourth most in-demand globally in May 2020, with global demand 68 times that of the average show. Bozdag’s subsequent creation, “Foundation: Osman,” aired in over 110 countries, continuing the tradition of epic storytelling.
Dr. Deniz Gurgen Atalay from Bahcesehir University in Istanbul highlights the economic impact, stating that the TV series sector earned $1 billion in 2023 from overseas exports. He elaborates on the broader influence of these dramas, “The TV series sector has a huge share in this. The image of Istanbul presented by the series, the food eaten here, the drinks drunk, the music listened to, the living standards, and the culture here offer a very pleasant place of appreciation within the framework of the series.”
Stars like Mert Yazicioglu, known for his role in “Red Roses,” have achieved newfound stardom thanks to these TV dramas. Yazicioglu, who dressed as his character during filming breaks, shared his pride in spreading Turkish culture, “We have introduced Turkish culture abroad. That makes us very happy.”
The flourishing Turkish TV drama industry isn’t just about grandiose sets, historical narratives, or the millions of fans worldwide. It’s the storytelling that strikes a universal chord—family ties, love, and friendship—that packs the punch. The journey of Turkish dizis from a local curiosity to a global phenomenon serves as a testament to the power of compelling narratives and the universal appeal of well-crafted stories. And as the industry further diversifies, the horizons of Turkish drama continue to expand, painting with broader strokes across the global canvas.
In the end, it’s back to what Uganda highlights. Turkish dramas cater to everyone’s taste. They encapsulate moments of life reflective of us all, and perhaps that’s why fans across continents find a little bit of themselves in every Turkish drama they watch.