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Shock hit as 10,600 delegates arrived this week, leaving the market buzzing and uneasy. This matters now because organizers and buyers say the market’s balance shifted toward creator-led projects and brand-funded content. Deadline and The Hollywood Reporter quoted MIPCOM director Lucy Smith announcing a “tipping point” and 3,340 buyers in attendance. The concrete fact: 88 companies exhibited at MIPCOM for the first time, including YouTube’s biggest presence yet. My take: this isn’t nostalgia for old TV, it’s a structural pivot. How will creators and legacy studios fight for the next rights deal?
What today’s MIPCOM numbers mean for TV deals in 2025
• Lucy Smith announced just over 10,600 delegates attended MIPCOM this week; market felt “energized.”
• 3,340 buyers attended, giving renewed confidence in international sales and format deals.
• 88 companies exhibited for the first time, accelerating creator-economy presence and brand-funded summits.
Why the creator-economy push matters to buyers right now
Organizers and buyers called the week decisive because buyer attendance and new exhibitors combined to lift deal velocity this October. YouTube’s major presence and BBC, Banijay and Fremantle partnerships show legacy players racing to package creator talent for global platforms. Deals like Banijay’s creator-led sports tie-up and recent sales for scripted projects prove money is following attention, not only traditional IP. Scan fast. This is about who controls audience-first formats next year.
Which companies moved fastest at MIPCOM this week?
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Several legacy distributors quickly unspooled creator partnerships, and sellers touted faster international pickups. Banijay announced a creator-driven sports project with 22 million-plus video views to date. BBC Studios signed content deals with YouTube’s partnerships team. Some buyers sounded skeptical about long-term monetization; others called the week “energized.” Short sentence for scanning. Will those quick tie-ups convert to sustainable global rights?
3 data points that show how fast the market is changing this week
Industry numbers from the market briefing and coverage point to a real shift rather than a fad. YouTube staged its largest MIP presence, Banijay’s new FCF project has 22 million views, and first-time exhibitors numbered 88, raising newcomer deal flow. Quick fact. Those three datapoints map to a bigger strategy change among buyers and studios.
The 3 numbers that reveal why MIPCOM is a tipping point in 2025
| Indicator | Value | Change/Impact |
|---|---|---|
| Delegates | 10,600 delegates | +100 vs 2024 |
| Buyers | 3,340 buyers | Strongest US representation |
| New exhibitors | 88 companies | Boosted creator-economy presence |
These figures show modest growth and rising creator-economy influence.
What does this shift mean for viewers and creators in 2025?
Expect faster-format deals, more creator-led IP, and more brand-funded shows hitting distribution pipelines in 2026. MIP London will debut a similar creator focus Feb 22-24, 2026, accelerating the calendar for deals. Short sentence. Are legacy studios ready to share control – and the upside – with creator-first teams?
Sources
- https://deadline.com/2025/10/mipcom-attendance-numbers-2025-mip-london-2026-plans-1236586754/
- https://www.hollywoodreporter.com/tv/tv-news/mipcom-2025-creator-economy-dominates-traditional-tv-market-1236401524/
- https://www.contentasia.tv/news/mipcom-2025-closes-10600-delegates-3340-buyers-japan-and-korea-lead-asia-presence/
Jessica Morrison is a seasoned entertainment writer with over a decade of experience covering television, film, and pop culture. After earning a degree in journalism from New York University, she worked as a freelance writer for various entertainment magazines before joining red94.net. Her expertise lies in analyzing television series, from groundbreaking dramas to light-hearted comedies, and she often provides in-depth reviews and industry insights. Outside of writing, Jessica is an avid film buff and enjoys discovering new indie movies at local festivals.