Observed Signal · Oct 13, 2026 · Market Analysis · Source: DWDL · Impact: 2/5 · Sentiment: Negative
Format Market Shrinks as Banijay Dominates with All3Media
At MIPCOM, The Wit's 'Fresh TV' presentation revealed a significant contraction in the non-scripted format market, with new format entries down 62% from the 2013/14 peak. However, successful formats are being adapted faster, and Banijay Rights, boosted by its All3Media acquisition, now accounts for 25.8% of all format sales, more than triple its nearest competitor. The UK leads as the top format exporter, followed by the US and the Netherlands. The presentation also highlighted a lack of standout new formats, with many trailers relying on generic AI-generated content. Notable formats included Keshet's 'Who wants to start?', NBCUniversal's 'The Wargame', and various new dating shows from Talpa Studios, All Right Media, BBC Studios, and Banijay.
The article provides significant market data on the shrinking non-scripted format industry and the growing dominance of Banijay, which is relevant for media and entertainment companies but not directly for ad tech or marketing technology.
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Key Takeaways & Evidence Grounding
- The Wit recorded a 62% decrease in new non-scripted formats in 2024/25 compared to 2013/14.
- Banijay Rights, including All3Media, holds a 25.8% market share in format sales, triple that of Fremantle.
- The UK is the largest format exporter with 22% of new adaptations, followed by the US (15.5%) and the Netherlands (13.3%).
- Hit formats are being adapted more quickly, now within one year compared to two years in 2015.
- Several new formats were presented, including 'The Wargame' by NBCUniversal and 'Who wants to start?' by Keshet.
Connected Companies & Entities
5 Entities mapped“Banijay has acquired All3Media, which was previously the third-largest format distributor.”
“Fremantle is the second-largest distributor with 8.0% market share.”
“BBC Studios holds 5.4% market share.”
“ITV Studios follows with 6.4% market share.”
“Sky recently had former politicians and experts simulate a fictional Russian attack on Britain in The Wargame.”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Banijay Eyes Further Acquisitions, Executives Signal
Banijay, now the world's largest independent production company after acquiring All3Media, held its first major joint appearance by CEO Marco Bassetti and Chairman Jeff Zucker at MIPCOM. They emphasized that Banijay is more than a producer, positioning as a global entertainment group across digital, live, and sports. While focusing on the completed integration, they openly stated further acquisitions are not excluded. The strategy centers on scale, IP retention, and expanding formats like The Traitors into more markets. They see US scripted as a new opportunity, but caution on talent and IP. Key execs noted small producers may seek refuge with larger players.
Banijay Rights Confirms Matt Creasey as Senior Executive, World Excluding EMEA
Banijay announces senior executive appointment under the combined Banijay Rights distribution business, along with several other new press releases covering format deals, immersive experiences, and content expansions.
Screenforce Festival: RTL Shines, Seven.One's Pufpaff, TV Wins
The Screenforce Festival returned after a year as a showcase for German broadcasters and sales houses to present programming and advertising propositions to advertisers and agencies. Six media sellers ran screenings — AdAlliance (RTL Deutschland), Seven.One Media (ProSiebenSat.1), newcomer El Cartel Brothers (representing Warner Bros. Discovery and RTLzwei), Disney Advertising, Visoon (Welt/Paramount) and ARD Media. RTL Deutschland's combined group made the biggest impression following the Sky Deutschland acquisition, while Seven.One's screening featured comedian Sebastian Pufpaff lampooning ad spots. Disney Advertising and ARD Media surprised with more personable presentations. Across presentations, the market emphasised tried-and-tested formats — notably more reality programming and live sports — and the report concludes that linear TV remains a strong, relevant advertising medium in Germany.
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