Like It or Not, Trump & Musk Are Shaping Your Next TV Show
As Brits, it’s easy to think that U.S. politics has little to do with our television industry. But that couldn't be further from the truth. As co-production becomes the backbone of high-end content, what gets made—and what doesn’t—is still largely dominated by the U.S. market.
One of the clearest signals of where U.S. content is heading is what I call the ‘Yellowstone Effect.’
For those of you who haven’t watched Yellowstone, it’s a show about tough, working-class heroes. The main characters are cowboys, the ultimate symbol of old-school American masculinity, and even if they’re flawed, their values are clear: family, legacy, money, and survival.
It’s easy to dismiss Yellowstone as just another fun, slightly trashy, yet premium U.S. drama. But that would be a mistake—U.S. networks have taken serious note of its success. Its writer, Taylor Sheridan, isn’t overtly political, but his stories play into the same cultural frustrations that fuel certain political movements.
Kevin Costner’s character, John Dutton, even becomes Governor of Montana, running on a back-to-basics, anti-elite platform that echoes the kind of populist rhetoric we’re seeing in real-world politics. His campaign is built on ideas that feel familiar:
Traditional values over progressive policies
Standing up for working-class people
Pushing back against ‘coastal elites’ and outside influences
Mourning the loss of an old-school way of life
This kind of messaging is resonating with U.S. audiences in a way that’s impossible for the industry to ignore. That’s why Paramount has doubled down on the formula with Landman, Tulsa King, and Special Ops: Lioness. This is where the U.S. market is right now—and with a Trump/Vance administration, it’s likely we’ll see even more investment in gritty, blue-collar, survivalist, and legacy-driven stories.
So, if you’re a UK or European producer, the big question is: how do you sell into a U.S. market that’s shifting towards this mindset?
It’s worth thinking about how your content fits into this landscape. If your show leans progressive, can you still get a U.S. co-producer to back it? Are we about to see a resurgence in traditional hero-driven narratives? Should factual programming lean more towards blue-collar, survivalist, and legacy themes to appeal to these shifting trends?
Trump, Vance, and the Cultural Shift
With Trump back in the White House, J.D. Vance as Vice President, and the ideological right in control of U.S. politics, we should expect a realignment in what gets funded, marketed, and distributed across the industry.
Trump’s America is all about strength, loyalty, and resilience—themes that fit neatly into the kind of storytelling we’re already seeing in Yellowstone and its spinoffs. Vance, a former venture capitalist turned populist, understands how media shapes political narratives and could push conservative-leaning storytelling further into the mainstream.
For streamers and networks looking to stay commercially viable, this shift isn’t about ideology—it’s about following the money. If audiences respond to rugged individualism, legacy, and survival, then that’s where budgets will go.
And Then There’s Musk…
Elon Musk isn’t just running X (formerly Twitter) and making Dogecoin jokes. He’s been vocal about his disdain for ‘wokeness’ in Hollywood and has made it clear that he sees mainstream entertainment as part of the problem.
He’s attacked the Academy Awards, saying, “Winning an Oscar now just means you won the woke contest”, and he’s repeatedly called ‘wokeness’ a “mind virus” that threatens civilisation.
While Musk doesn't hold an official government position, his influence in tech and media circles is significant.
He may not be running a media empire yet, but he’s already reshaping the conversation about what kind of content deserves to be made. And that will have a big effect on the big media companies.
Big Media Won’t Risk Angering Trump
But it’s not just about what gets commissioned—it’s about who controls the companies that commission TV in the first place.
Right now, big media is in flux, here are just a few of the things commentators are talking about:
Paramount is weighing merger options.
Warner Bros. Discovery has been linked to acquisition talks.
Amazon, Apple, and other tech giants could snap up content assets.
But one thing they’re not mentioning: every major media merger needs U.S. government approval.
And if Trump doesn’t like a deal, he can kill it.
We’ve already seen Big Tech CEOs adjusting their messaging—just look at Meta’s latest statements about free speech and regulation. These companies know that if they’re seen as too progressive, they could become targets of Trump’s administration.
That means the biggest players in the industry won’t want to provoke Trump or his base.
Executives will play it safe with programming and partnerships. Media giants will align themselves with the new political landscape.
This isn’t just about what audiences want to watch—it’s about corporate survival.
So What Happens to LGBTQ+ and Diverse Storytelling?
Europe has embraced diverse storytelling, but with America’s political and cultural direction shifting, what happens next?
Will U.S. networks shy away from projects with LGBTQ+ leads or themes? Could we see a return to “coded” representation rather than overt stories? Will platforms like Netflix, which serve global audiences, continue to back diverse stories, or will they pivot toward what’s commercially safer?
There are already signs of a pullback.
At the end of last year, Vanity Fair reported that Issa Rae, the prominent Black actor and writer, sees the shift happening:
“You’re seeing so many Black shows get canceled, you’re seeing so many executives—especially on the DEI side—get canned. You’re seeing very clearly now that our stories are less of a priority.”
So if streamers pull back from "diversity-first" commissioning—not necessarily out of ideology, but because of business realities—will the ripple effects hit global programming?
In my opinion, absolutely.
What This Means for UK & European Producers
Like it or not, if Hollywood shifts rightward, it doesn’t mean British or European TV will follow suit—but it does mean financing, co-productions, and international sales strategies might.
If you’re a producer, now is the time to ask:
If you’re developing drama, is it grounded enough for a mainstream U.S. audience?
If you’re making factual, does it tap into blue-collar, survivalist, or legacy themes?
If you’re building diverse and progressive content, how do you position it so it still secures co-pro investment?
The TV industry isn’t just making content for 2025—it’s making content that will land in a potentially more conservative America in 2026 and 2027.
If you think that won’t change what gets funded, think again.
What Do You Think?
Will the ‘Yellowstone Effect’ dominate TV for the next four years? Will diverse storytelling struggle in the U.S.? Will Musk reshape how content is funded?
Let me know your thoughts—I’d love to hear them in the chat….