What's Happening?
MIPCOM 2025, a major international television and entertainment market event, reported a record attendance of over 10,600 delegates, marking a significant shift in the industry towards creator-led projects
and brand-funded content. The event, held in Cannes, saw 3,340 buyers in attendance, indicating a strong interest in international sales and format deals. Notably, 88 companies exhibited for the first time, including a significant presence from YouTube. This year's MIPCOM highlighted a 'tipping point' in the market, as described by MIPCOM director Lucy Smith, with legacy studios and new creators vying for control over audience-first formats.
Why It's Important?
The increased attendance and focus on creator-led content at MIPCOM 2025 reflect a broader industry trend towards digital and creator-driven media. This shift is significant for the U.S. entertainment industry as it suggests a move away from traditional television models towards more flexible, internet-based content distribution. Companies like Banijay and BBC Studios are already capitalizing on this trend by forming partnerships with digital platforms like YouTube. This evolution could lead to more diverse content offerings and potentially disrupt traditional media business models, impacting how content is produced, distributed, and monetized.
What's Next?
The momentum from MIPCOM 2025 is expected to continue into 2026, with MIP London set to debut a similar focus on creator-led content in February. This ongoing shift may prompt legacy studios to adapt by forming more partnerships with digital creators and platforms. The industry will likely see an increase in brand-funded shows and faster-format deals, as companies strive to capture the attention of global audiences. The success of these initiatives will depend on the ability of traditional media companies to integrate new content strategies and share control with creator-first teams.
