The global film and television production market began 2025 on uncertain footing, with Q1 activity dropping 11% year-over-year, according to Vitrina’s “Film + TV Production Insider Jan–June 2025” report. This contraction was driven primarily by a steep 23% decline in EMEA and a 12% dip in APAC. However, by mid-year, momentum had returned: June recorded the highest number of production transactions in any single month since the Hollywood strikes of 2023, suggesting a decisive turn toward market recovery.
Europe played a pivotal role in the rebound. UK production saw an early-year surge, tied to the February London Screenings and global upfront preparation, while Germany posted its strongest production quarter in over 18 months. Canadian broadcasters also showed renewed activity, with increased commissioning from Crave, CBC, and Bell Media pushing North American transaction volume upward in Q2. In contrast, the U.S. remained relatively flat due to prolonged strike recovery and conservative greenlighting by studios.
A major driver of growth in H1 2025 was the surge in unscripted content. In June alone, unscripted titles represented 23% of all production transactions—the highest monthly share ever recorded by Vitrina. This reflects a broader industry shift toward lower-cost, quicker-turnaround formats amid ongoing pressure to contain budgets and hedge creative risk. From factual entertainment to competition formats, unscripted projects provided a cost-effective buffer as scripted pipelines continued to recover.
Among platforms, Prime Video overtook Netflix as the most active global streaming commissioner in the first half of the year. This marks a notable change in commissioning dynamics, with Prime Video accelerating its original content investment across multiple territories, while Netflix focused on fewer but larger-scale projects. HBO and Starz, meanwhile, resumed a moderate commissioning cadence after strike disruptions, though still below pre-2023 levels.
By region, the Americas held their ground across both scripted and unscripted output, while EMEA closed a 12-point gap in quarterly share between January and June. In Q1, the Americas accounted for 53% of all global production transactions versus 35% for EMEA; by Q2, EMEA had climbed to 47%, narrowing the lead to just six points.
The first half of 2025 reveals a recalibrating global production market that is not just recovering but strategically reshaping. With the return of European volume, record-breaking unscripted share, and competitive realignment among global streamers, the stage is set for a potentially robust second half. But sustained recovery will depend on cost discipline, regional commissioning consistency, and continued consumer demand across both scripted and non-scripted formats.
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