The British sense of humor—often described as ironic, eccentric, and intelligent—is a major reason young Europeans gravitate toward UK television and film, according to a new study from King's College London. The research, part of the Screen Encounters with Britain project, explores how streaming platforms like Netflix and Prime Video influence viewing habits among 16-34-year-olds in Denmark, Germany, Italy, and the Netherlands.
While language accessibility remains the leading reason for watching UK content across all four countries, humor follows closely, particularly in Denmark (70%) and the Netherlands (68%), where it ranked as the top reason for engaging with British productions. In Germany, 64% of viewers cited humor as a key factor, while in Italy, learning English took precedence over comedy.
Despite the dominance of American content on streaming platforms, the study revealed a strong preference for British humor over American comedy. Respondents described American humor as "simplistic," "less subtle," and "less intelligent," while British humor was praised for its wit, irony, and sarcasm.
A wide range of British TV genres were mentioned as favorites, including: the comedy dramas “Sex Education”, “Fleabag”, “Skins”, “After Life”; the sitcom “Derry Girls”; the mockumentary “Cunk on Earth”; and the classic stand-up comedy “Monty Python”, “Mr. Bean.”
The enduring appeal of UK storytelling is further reflected in how younger viewers subconsciously associate British screen content with real-life Britain. Professor Jeanette Steemers, lead researcher, explains: “Young people know that what they are watching is ‘not real,’ but subconsciously they process these pictures as representations of British reality.”
The study also highlights how British TV and films are discovered differently across age groups. 20-34-year-olds rely mostly on recommendations from streaming platforms like Netflix and Prime Video. 16-19-year-olds increasingly find UK content through humour-driven social media clips, particularly on TikTok and YouTube.
Social media has become a key promotional tool, with memes and viral clips driving interest in niche UK shows such as "Derry Girls" and "Cunk on Earth." Many young viewers trust TikTok’s algorithms more than traditional streaming recommendations, indicating a shift in how audiences engage with entertainment.
When asked about the most memorable UK productions, participants overwhelmingly cited: “Sherlock” (BBC), “Sex Education” (Netflix), “The Crown” (Netflix), “Peaky Blinders” (BBC/Netflix), and “Doctor Who” (BBC).
Interestingly, the US-produced “Bridgerton” was frequently mistaken for British due to its UK setting and predominantly British cast.
Regarding the top 5 British films participants mentioned: the franchises “Harry Potter” and “James Bond”, the romantic comedies “Notting Hill” and “Love Actually”, and the historical drama “The King’s Speech”.
Older film franchises and rom-coms dominate recognition among young Europeans, with Christmas re-broadcasts of British classics like “Notting Hill” and “Love Actually” reinforcing their cultural footprint.
The report also analyzed the most recognized British actors and celebrities. Ricky Gervais topped the list, driven by the success of “After Life” (2019) and his presence on social media, as well as comedy specials like “SuperNature” (2022) and “Armageddon” (2023) on Netflix.
Other frequently mentioned British actors include Benedict Cumberbatch (“Sherlock”, “Doctor Strange”), Hugh Grant (“Notting Hill”, “Love Actually”), and Idris Elba (“Luther”, “The Wire”).
The findings from King’s College London confirm that British content continues to resonate globally, thanks to its distinct humor, strong cultural identity, and accessible language. As young audiences increasingly discover TV and film through social media, the industry must adapt its marketing strategies to embrace TikTok, YouTube, and other digital-first discovery platforms.
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