Down Home · Confidential Market Analysis · March 2026
Exploring the international opportunity of a Tim McGraw rodeo series.
Section 01
Across television, film, and music, Tim McGraw has documented audiences in the markets that matter. Three independent data sets — each pointing in the same direction.
1883 — The International Proof Point
Starring Tim McGraw as patriarch James Dutton, 1883 re-emerged as a massive international hit four years post-release — performing longest in Argentina, Mexico, Chile, Colombia, Ireland, the United Kingdom, Germany, and France.
Sources: Netflix / FlixPatrol (1883 streaming data), Paramount+ (1883 Paramount+ data), Box Office Mojo (theatrical international box office), Pollstar (concert revenue and ticket data since 2000), Tubular Data (YouTube international viewership). Data compiled February–March 2026.
Section 02
Rodeo is active in 27 countries and broadcast in 180 territories worldwide. In Brazil — the world's largest rodeo nation — it draws 30 million live spectators per year and ranks #2 on national television, behind soccer only. That audience didn't need to be developed. It already exists.
Brazil — The World's Largest Rodeo Nation
Brazil has built rodeo infrastructure that rivals anything in North America — a national television presence second only to soccer, with over 1,800 events held annually. This is not a cultural export finding new audiences. It is an independent global institution.
Sources: PBR International (countries, broadcast territories, Brazil spectator data), Calgary Stampede Official (annual attendance), Exposición Rural de Palermo / Sociedad Rural Argentina (Argentina attendance), Festa do Peão de Barretos (Brazil rodeo data). Data compiled February–March 2026.
Section 03
Streaming platforms have settled the genre debate. Taylor Sheridan's Western universe is the most globally distributed live-action franchise in television history. And at the box office, Western/Americana films earn a structurally larger share of revenue from European markets than the average film — in every major territory tracked.
Strongest International Markets
By days in the Top 10, the Sheridan universe performed longest in Argentina, Mexico, Chile, Colombia, Ireland, United Kingdom, and Germany — logging 2,500+ days each in LatAm markets and 2,000+ across the UK and Ireland. These are the same markets where Tim McGraw's 1883 performed longest — convergent evidence from two independent data sets.
Western/Americana films vs. average film — share of international box office since 2010
Western/Americana films earn a higher percentage of their international box office from European and Pacific markets than the average film. The multiplier below shows by how much — in 8 of the top 15 territories, the genre punches above its weight.
Source: Luminate Data. Western and rural Americana films as classified by Luminate. Full methodology available on request. Data as of 2/20/2026.
Sources: Luminate Data (Western/Americana box office multiplier data), FlixPatrol (Sheridan universe Top 10 country days). Data as of February 2026.
Section 04
In 2024 and 2025, three of the world's best-selling artists released country or country-crossing albums. Global search interest in cowboy boots hit a 20-year high. Tim McGraw is a featured collaborator on one of the decade's defining crossover albums.
Music Crossover
Post Malone — F-1 Trillion
#1 in 6 countries on debut (US, UK, Canada, Netherlands, New Zealand, Norway) · 1B+ streams · Featured Tim McGraw on "Wrong Ones" — Tim McGraw is already part of this crossover moment. He is the only figure in this deck who sits at the intersection of the pop crossover, the country mainstream, and the rodeo world simultaneously.
Beyoncé — Cowboy Carter
36M first-time country listeners globally, with documented genre conversion in the UK and Sweden.
Morgan Wallen — I'm the Problem
Most-streamed country album of 2025 globally · topped Australian ARIA charts · 226 all-time weeks at #1 on Billboard Top Country Albums.
Sources: Spotify, Music Business Worldwide, Billboard, IFPI, Official Charts (UK/AU), Rolling Stone, CMA Global Music Report, ShelfTrend Analysis, Google Trends.
The Case
The strongest international series share three qualities: a lead with cross-border recognition, a genre with proven global performance, and an audience that doesn't need to be built. Every one of them is documented here. The cultural moment adds even more.
The Lead
Documented audiences in 51+ countries — TV, film, and music.
The Genre
815M+ hours on Netflix. Top 10 in 81 countries. Overperforms at the box office in 8 of the top 15 international markets.
The Audience
Active rodeo in 27+ countries. 30M live spectators/year in Brazil. Broadcast in 180 territories.
The genre travels. The audience exists. The moment is now. And Tim McGraw is the one name that ties it all together.
Down Home · Confidential Market Analysis · March 2026