Nearly three-quarters (70%) of global audiences view “Britishness” as a mark of high-quality film and TV, according to a new report.
A study commissioned by the Department for Digital, Culture, Media and Sport’s (DCMS) UK Global Screen Fund looked at the impact of the screen industry abroad as well as its future.
A third (30%) of adults said British film and TV influenced their view of the country, it said.
Two-thirds (66%) of respondents who had previously visited the UK said seeing famous British locations and landmarks on screen influenced their decision.
The report, administered by the British Film Institute (BFI), concluded that the UK screen industry had “a strong presence globally and enjoys a high-quality reputation, with perceived strengths in emotional engagement and sense of humour”.
Its strength lay in being perceived as “cultured, intelligent and authentic” but some audiences also saw UK output as being “less exciting and risk-taking”.
The report’s authors also suggested “young, diverse” on-screen talent had the potential to boost “overall perceptions of freshness and modernity”.
The findings, from across 15 international territories, were the result of combining multiple research strands including focus groups, analysis of social media and an online survey of more than 15,000 responses.
Minister for the creative industries, Julia Lopez, said: “The UK independent production industry is world-leading, consistently serving up innovative, creative and inspirational content for big and small screens that wow audiences across the globe.
“Thanks to our brilliant UK Global Screen Fund, we are helping to create skilled jobs and boosting the UK’s international influence, which has a positive knock-on impact on tourism and the wider economy.”
It comes as the DCMS announced nine more co-productions would receive a share of £1.32 million from the £7 million UK Global Screen Fund, administered by the BFI.
They included The Miracle Club starring Dame Maggie Smith, Kathy Bates and Laura Linney, as well as The Tutor and Ghastly Ghoul.
Neil Peplow, director of international at the BFI, said: “This extensive global research shaped how the new brand ScreenUK was developed, giving us valuable insights into how people around the world see us.
“When it comes to creativity and storytelling, the UK consistently produces outstanding talent and content and this report underlines how influential the UK film, TV and games sectors are on the global stage.
“We now have a huge opportunity to build on this reputation and show the full breadth, diversity and innovation we can offer to audiences, and support our screen businesses to succeed internationally.”