The ‘unique’ and ‘ironic’ British sense of humour is a key reason why young Europeans watch UK-made television shows and films, according to new research from King’s College London.
Screen Encounters with Britain explored how streaming services, like Netflix and Prime Video, influence the ways young European audiences find and consume British screen media. The project took place from April 2022 to January 2025 and focused on audiences aged 16-34 in four countries: Denmark, Germany, Italy and the Netherlands.
In two countries, Netherlands and Denmark, British humour came out as the top reason (70% and 68% respectively) for watching UK shows and films. In Germany it came 2nd (64%) as a reason for watching UK content. In Italy, by contrast, the main reason for watching UK shows was learning English.
The report stated young Europeans enjoy a wide range from comedy dramas such as Sex Education, Fleabag, Skins, and After Life, sitcoms like Derry Girls, and mockumentaries such as Cunk on Earth, as well as stand-up and classics like Monty Python and Mr. Bean.
Professor Jeanette Steemers, Principal Investigator, Professor of Culture, Media & Creative Industries said: “The ‘ease of watching in English’ and ‘British humour’ are leading reasons to choose UK shows. The idea that humour doesn’t travel well due to cultural differences doesn’t hold true for many young audiences. Those proficient in English especially appreciate UK screen content for its humour. Young viewers, spurred on by social media, crave humour and increasingly watch with the original English-language soundtrack to ‘get the joke’”
The report also found the UK’s sense of humour was seen as better than that of America, even though US content was the most watched across all four countries.
“There was a broader consensus across countries that British humour is preferable to American humour. Many described American humour as more ‘basic’ and ‘simplistic’ ‘less subtle,’ and less ‘intelligent’ than British humour,” the authors noted.
The research also revealed how humour-driven social media posts are now key for spreading the word and aiding discovery of British shows. This is especially true of 16 to 19-year-olds, who are drawn to niche shows like Northern Ireland sitcom Derry Girls, and mockumentary Cunk on Earth by user-created memes that create a buzz.
While recommendations from streaming services remain the most important sources of discovery for 20 to 34-year-olds, social media clips, especially on TikTok, lead among those aged 16 to 19 with many respondents stating they trust the advanced algorithms of YouTube and TikTok more than the recommendations of streaming platforms.
Sherlock, Sex Education and The Crown are the most mentioned British TV shows
The BBC’s Sherlock starring Benedict Cumberbatch and Martin Freeman was the most frequently mentioned and remembered British TV show. Sex Education, The Crown, Peaky Blinders and Doctor Who followed in the top five.
US production Bridgerton was often misidentified as British because of its UK settings and UK cast. The Office was well-known, but interviews revealed that it was mostly the US version that people had seen.
