虽然像世界杯这样的盛大活动吸引了全球观众，但随着消费者从美国主导的单一文化转向本地内容，娱乐产业正在四分五裂。例如，北美在新流媒体委托制作中的份额在过去六年里减半，从70%降至36%，反映了媒体去全球化的更广泛趋势。

这种本土化在音乐和视频平台上显而易见，巴西艺术家占该国前100首最受关注流媒体曲目的96部，而德语歌曲在德国流媒体前100名中占44首，而在国家广播电台中仅占4首。在YouTube上，四分之三的热门视频仅在单一国家流行，并且在印度发布的视频内容中，有一半以上使用的是印地语以外的地方语言。

在体育方面，大多数联赛仍高度本土化，美国国家橄榄球联盟（NFL）在本土赚取了98%的媒体版权收入就说明了这一点。这些趋势标志着美国长达一个世纪的文化主导地位的终结，因为技术和算法赋予了巴西、韩国和中国等多样化的本地替代方案更多力量。

While mega-events like the World Cup draw global audiences, entertainment is fragmenting as consumers shift from American-led monoculture to local content. For example, North America’s share of new streaming commissions has halved over the past six years from 70% to 36%, reflecting a broader trend toward deglobalization in media.

This localization is visible in music and video platforms, with Brazilian artists accounting for 96 of the country's top 100 streamed tracks, and German songs making up 44 of Germany's streaming top 100 compared to just 4 on national radio. On YouTube, three-quarters of trending videos only trend in a single country, and more than half of the content posted in India is in regional languages other than Hindi.

In sports, most leagues remain highly domestic, illustrated by the U.S. National Football League earning 98% of its media-rights revenue at home. These trends signal the end of America's century-long cultural dominance, as technology and algorithms empower diverse local alternatives across Brazil, South Korea, and China.

Source: The World Cup paradox

Subtitle: How the rules of both entertainment and soft power are being rewritte

Dateline: 6月 11, 2026 04:20 上午