Content sales have always been a crucial part of the media industry. In the past years, how content is commercialized has evolved as the audiovisual sector adopts new paradigms. Executives from A+E Networks, Insight TV, Leonine Studios, Atresmedia, and SIC discussed with Señal News the recent changes in content sales, what makes a show more successful, and what formats look appealing today.
MARICA GIESSEN, SENIOR DIRECTOR OF INTL CONTENT SALES, EMEA, A+E NETWORKS, AND MARIA SORESCU, MANAGER, INTL CONTENT DISTRIBUTION, A+E NETWORKS
"There is a growing trend among buyers to integrate multi-platform strategies, combining linear TV, OTT, and digital platforms to maximize content reach and monetization. As a content provider, we must stay nimble to their needs. There isn't one single secret formula; however, at the heart, we focus on story-telling and compelling narratives. Formats that include localized reality, adapted to reflect local cultures and languages, are always relevant. The increasingly successful formats are the ones that combine global appeal with local relevance, making them more relatable and engaging for regional audiences."
SAM THOMPSON, GLOBAL VP OF CONTENT DISTRIBUTION AT INSIGHT TV
"There has been a noticeable decline in pre-buys, where buyers commit to content before completion. Instead, there is an upswing in first-window sales, where completed content is purchased for its initial release. This shift reflects buyers' need for greater certainty and confidence in the content's quality and timely delivery. This trend underscores the importance of uniqueness and reliability in content offerings. The relevance of content formats is continually shifting as audience preferences evolve. There is a growing interest in unscripted formats, especially those that offer unique, authentic experiences or deep dives into specific cultures and lifestyles. In factual content, a combination of appealing talent, engaging content types, and compelling locations can make a production more attractive to buyers. While there may not be a one-size-fits-all secret formula, productions that innovate and provide a rich, engaging viewer experience tend to perform better in the market."
PATRICK PHELAN, DIRECTOR INTERNATIONAL SALES, LEONINE STUDIOS
"Content sales has become more targeted, with buyers focusing on what they need and can afford without taking any risks or facing uncertainties. They're prioritizing content that fills a specific gap in their schedules. An emerging focus is on retaining and growing the young adult audience, seen as the core future viewer demographic. Additionally, there's a strong demand for local content, which is now capable of matching prime-time drama in quality. The latest trend across the industry points to lighter procedural crime series gaining traction. The content must resonate with the buyer's target audience. A recognizable cast is often crucial; local talent can be as vital as established U.S./UK actors known for their roles in popular series and films. Additionally, a production helmed by directors, showrunners, and writers with strong track records assures buyers of its pedigree and potential for success."
REBECA FERNÁNDEZ, SALES DIRECTOR FOR EUROPE, ATRESMEDIA
"A significant trend is the increasing diversity in series, both in genre and target audience. That means the series is developed to focus on various segments, especially young and female audiences, offering a great variety and diversity capable of attracting all types of viewers. There is also a general trend towards mini-series, which are more appealing to today's viewers, but regarding popular genres, true crimes and procedurals have proven to be successful. However, dramas, dramedies, universal comedies, and rom-coms are also in demand. Above all, creating series with universal and relevant stories that can travel internationally is crucial. Finally, the most remarkable growing trend we have identified is the featuring of female protagonists in leading roles, which has been well-received by audiences."
CARLOTA VIEIRA, CONTENT SALES DEPUTY DIRECTOR AT SIC
"Content sales keep on growing, thus following the audience consumption trend. High-quality production standards, combined with a solid narrative and a premise that allows the audience to connect with the story immediately, are key to success. Love keeps drawing much attention from buyers, although crime still plays the leading role. On the other hand, genres such as sci-fi and fantasy are taking a back seat. Also, series with more episodes are becoming increasingly popular, and long-running dramas, such as the classic telenovelas, keep on being a genre transversal to many territories, not only in linear but now also winning digital models. About targets, streamers are reconsidering age as they now feel they have more percentage of mature audiences."
RECENT DEALS
A+E has strengthened its ties with Polsat in Poland through a factual partnership for major franchises. In the Czech Republic, A+E expanded its deal with TV Nova, adding more episodes of "Pawn Stars" and "Storage Wars" to Nova Action. Prima Zoom now features top-tier documentary series like "Colosseum" and "History's Greatest Heists with Pierce Brosnan," along with "Ancient Aliens." Partnerships in Romania, Hungary, and the Baltic region also grew, with "Secrets of Playboy" and "Secrets of Miss America" sold to Tet's channels in Latvia.
Insight TV secured multiple deals for "Paradise Kitchen: Bali." Tastemade picked up US rights, while WBD launched it on AFN in Southeast Asia, Taiwan, and Hong Kong; ABC International covered it across Asia; Disney+ in Portugal and North Africa; and Insight TV's FAST channel, Intravel, premiered it in the UK. Upcoming productions include "Roads Unknown: India," "Resilience: The Els Visser Story," and "The Ride Life with Sung Kang."
Leonine recently sold "Troppo" seasons 1 & 2 to Super Channel in Canada and season 2 to AMC in CEE and Freevee in the UK, Ireland, Germany, and Austria. "Name of the Rose" went to CosmosTV in Spain.
Atresmedia closed deals for "Heridas" and "Alba" in the CEE region and sold "Toy Boy" to Latvia. Negotiations are ongoing for "Sueños de Libertad."
SIC sold "The List" to Prime Video and Multichoice, "The Good Girls Club" to Mongolia, Belgium, and Poland, and "The Delta Project" to CIS countries. "The Secret" debuted in French-speaking Africa, Canada, and Vietnam, while "Nazare" sold to Mozambique and Moldova. SIC also partnered with the Tribeca Film Festival for its inaugural event in Lisbon, featuring stars like Robert de Niro and Patty Jenkins.
By Federico Martínez
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