Oscars shortlists are increasingly global – marketers, follow suit

Emilia Perez will be the most nominated non-English film at the Oscars this weekend. Surabhi Govindarajan of VML explores how we got here and how marketers can take advantage of the globalized media landscape.

With the 2025 Oscars being held this weekend, it’s a good time to reflect on the awards’ growing spotlight on international cinema. Non-English-language films are increasingly central to the Oscars, reflecting broader shifts in global storytelling, audience tastes, and the changing structures of Hollywood.

This change is a reflection of a wider shift in the entertainment landscape. Previously viewed as niche, international productions are now at the forefront of the discussion, both critically and popularly. Audiences are changing not just what we watch but also how we interact with entertainment as streaming services provide greater access to foreign-language content.

Bigger picture

Over the past few years, the Oscars has certainly embraced a more international approach. The trend toward international recognition began in 2020 when Parasite became the first non-English-language film to win Best Picture. With several foreign-language films – Anatomy of a Fall, Past Lives, and The Zone of Interest – nominated for Best Picture at the 2024 Oscars, the trend continued.

I’m Still Here and Emilia Perez, as well as other international movies like September 5 and Anuja, are contending in several categories this year, offering more examples of foreign films appearing on the awards circuit.

The change is occurring in the broader context of streaming services’ increased investment in international content. Rather than merely curating content for local markets, Netflix, Amazon Prime Video, and other platforms are actively building a global entertainment ecosystem. In 2024, Netflix’s international content spend surpassed its domestic spend, indicating a strategic shift toward global storytelling.

At the same time, streaming platforms have used sophisticated data-driven strategies like ‘taste targeting’ to personalize and globalize content recommendations, dividing global audiences into ‘taste clusters.’ As a result, foreign-language content is no longer a niche – it has become an essential part of mainstream televisual consumption, even in the United States.

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Taste communities

With its ‘taste communities’ strategy, Netflix has completely changed the way that content is distributed, going far beyond the conventional techniques of targeting based on general demographics. By classifying users according to their interests and affinities, rather than using psychographics or individual personas, the streaming service creates microgenres that bridge cultural and geographic divides. It’s possible to create customized experiences that speak to viewers in distinctive, individual ways thanks to this dissemination of hyper-targeted material.

This presents a thrilling prospect for marketers. Instead of depending on broad demographics, they could instead create messages that concentrate on taste communities so connect directly to the values and preferences of their target customers. By switching from individual personas to community-driven targeting, marketers can establish more genuine and pertinent campaigns, captivating audiences more deeply.

What’s behind this global obsession? It’s deeper than curiosity – it’s identity. America is getting more multicultural with each passing year. As the US Census projects, racial and ethnic minorities are to comprise a majority of the country’s population by 2045.

It’s no coincidence that this surge in foreign language content started with a new generation of viewers more willing to embrace cultural diversity. Squid Game for Korean Americans and Money Heist for Spanish speakers marked moments of cultural success – long overdue in helping to make members of those communities feel noticed. Viewers who had no cultural link to the shows were still entertained by their universal themes of love, betrayal, and survival.

When audiences love a show, they don’t just watch it – they live it. Take Money Heist: the red jumpsuits and Salvador Dalí masks became universal symbols of rebellion, showing up at Halloween parties and protests, alike. The eerie green tracksuits in Squid Game sparked a fashion craze, proving that foreign-language shows aren’t just cultural exports – they’re cultural powerhouses.

Evolving strategies

By putting themselves at the forefront of these international discussions, brands can establish stronger ties with their audiences through adopting the cultural touchstones of these films and shows. Foreign-language content can help brands serve as cultural bridges, connecting audiences across borders. From viral TikTok challenges to co-branded fashion collections, the fandoms around these shows redefine what it means to engage with media. And it’s not just about merch, it’s about shared experiences too.

But as audience tastes become heterogeneous and networked, brands and agencies must ask themselves: how should advertising change in line with this shifting media landscape? Here are some ways for brands to stay relevant.

Firstly, be sure to engage with communities, not just personas. To effectively reach your audience, learn about the communities your buyer personas belong to, how they communicate, what they value, and what unmet needs they have. Step into your audience’s world and listen, understand, and create genuine connections by embracing their needs, voices, and subcultures.

Secondly, make taste a journey, not a destination. The process of developing a brand’s ‘taste’ is dynamic; just as people experiment with different cultures, brands must constantly interact with a variety of settings and communities. This strategy allows your company to develop and create a relevant and genuine identity while also fostering deeper connections.

And lastly, aim to invest in fandoms, not just likes. Fandoms are passions in motion, so embrace their power. Make a lasting connection with them, not just for the trends. By offering value and becoming part of their story, you can engage with people authentically, share the adventure, and create enduring loyalty.

Looking ahead, the shift towards international, multi-taste audiences will only continue. And in a world where streaming platforms connect us across cultures, brands must tune into the ever-evolving preferences of consumers. It’s not a matter of placing a streaming ad; it’s about crafting campaigns that echo these stories, so brands don’t just engage – they help to set the cultural pulse across the globe.

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