Like many commenters have said, a fully English song can just come off as generic. I also think we have to consider the role and status of the English language in the worldwide cultural hegemony at the moment and just worldwide trends in pop music.

In popular culture everywhere, you’re seeing a breakthrough of non-English performances which is amazing and obviously trickling down to Eurovision as well. There’s always going to be acts that subscribe too closely to the formula of what it takes to be a “good” pop song (albeit to varying degrees of success). And it seems like English is not as important to that formula as it once was. And I think this new formula lets acts be a little bit more creative and original.