Vitrina’s global tracking of Film and TV production trends recorded that July showed an uplift in production activity across both EMEA and APAC, helping balance a quieter month in the Americas. In EMEA, the leaderboard welcomed new entrants and saw German-language content gain momentum, alongside steady dominance of drama and growth in reality formats. APAC’s rise was fueled by expanding language diversity, with Hindi and Malayalam making strong inroads, while animation and action increased their share. In both regions, scripted productions maintained a commanding lead, reinforcing the global appetite for narrative-driven content even as language and genre profiles continue to diversify.
In terms of global production, activity saw a modest lift from last month, with APAC and EMEA driving the momentum. Graphic novel adaptations emerged as a growing category, adding creative variety to global slates. Moreover, scripted content edged up from 77% to 78% share of all tracked productions, with EMEA showing a 7% growth, reflecting strong commissioning activity across multiple markets; APAC a 33% increase, powered by both emerging and established production hubs, and the Americas with a slight decline, influenced by slower greenlights in certain key markets. Gains in APAC and EMEA more than offset the softness in the Americas, keeping global output on a modest upward trajectory.
Between Jun ’25 and Jul ’25, English-language productions dropped from 58% to 49% of total output, while German and Spanish titles both rose to 7%, reflecting an uptick in non-English commissioning. Scripted content inched up from 77% to 78%, while Unscripted declined from 23% to 22%, indicating a continued preference for narrative-led formats. In July, Netflix moved to the top position, overtaking Prime Video, which slipped to second place. Channel 4 rose sharply into the top three, while several Canadian players from the previous month, including Crave, CBC, and Bell Media, dropped out entirely from the Top-5. The month also saw a wave of new entrants not present in June’s leaderboard —ZDF, Channel 5, Hulu, Lifetime, and NTV Mir.
In EMEA, production increased in July’25 by 7%. July saw Netflix climb to the top position, with Prime Video moving down to third (was leader in Jun '25) and Channel 4 securing the second place. UKTV and Channel 5 joined the leaderboard, replacing Warner Bros. Discovery EMEA and RTVE from the previous month. Language share shifted notably toward German, which made strong gains, while English saw a slight decline. Drama remained the dominant genre, with incremental growth, while Reality rose to overtake Comedy and Documentary. The Scripted-to-Unscripted split held steady, underscoring the region’s consistent preference for scripted formats.
SEASON RENEWALS
Season renewals (TV Series, Formats, Animation Series, Docuseries) have been a cornerstone for both streamers and broadcasters, offering a reliable strategy for sustaining viewer engagement and ensuring operational stability across production and post-production. By securing ongoing content pipelines, renewals help streamline workflows, optimize resource allocation, and minimize the risks associated with launching entirely new projects. This continuity not only strengthens audience loyalty but also enhances efficiency across the entire content supply chain.
Netflix, Prime Video, and Apple TV+ led season renewals in the Americas. Genres spanned a wide range, with Drama remaining central while Reality kept unscripted formats firmly in play. Activity reflected a focus on sustaining established hits while balancing narrative-led and format-based programming. Notable season renewals in July ’25 included:
- "Fake Profile" (Season 3), "Eva Lasting" (Season 4), "Selling Sunset" (Season 9), and "The Ultimatum: Marry or Move On" (Season 4) – Netflix
- "The Legend of Vox Machina" (Season 5) and "Mr. & Mrs. Smith" (Season 2) – Prime Video
- "Pluribus" (Season 2) – Apple TV+
Season renewals in EMEA rose by more than 40% versus June, with English-language titles leading at 47%, followed by Russian (17%) and German (14%). French and other languages accounted for the remainder. Drama held the top genre share (21%), with Reality overtaking Comedy. Scripted formats continued to dominate over Unscripted at 62% to 38%. On the commissioner side, UKTV (part of BBC) led renewals, with Prime Video, Channel 4, Netflix, and BBC also active. Key renewals in July ’25 included:
- "Made in Chelsea" (Season 30) and "I Am…" (Season 4) – Channel 4
- "Freddie Flintoff’s Field of Dreams" (Season 3) and "SOS: Extreme Rescues" (Season 2) – BBC
- "Stranger Sins" (Season 3) – RTL+
Language share in APAC was split evenly between Hindi and Japanese (29% each), followed by English (20%) and Korean (8%). Drama, Reality, and Animation remained strong, while Comedy and Action & Adventure added further genre depth. Scripted formats represented two-thirds of renewals, with Unscripted maintaining a substantial one-third share. Prime Video and Netflix drove most renewals in the region. Highlighted renewals in July ’25 included:
- "Khauf, Gram Chikitsalay," "Panchayat," "Inspector Rishi," "Four More Shots Please!" – Prime Video
- "Kian’s Bizarre B&B" and "Cyberpunk: Edgerunners" – Netflix
- "The Chase Australia" (Season 15) – Seven Network
- "Black Clover" (Season 2) – Crunchyroll