Global film and television production saw a decisive rebound in May 2025, with volume climbing 20% month-over-month, led by double-digit growth in the Americas and EMEA. According to Vitrina's Production Insider, production activity in the Americas surged by 34%, while EMEA posted a 29% increase, marking a return to momentum for key players across the global content landscape. Although total volumes still lag slightly behind the same period in 2024, May marked a clear turning point for broadcasters and streamers ramping up original content investments.
The rise was driven largely by a wave of renewals and book-adaptation announcements, particularly in scripted formats. Netflix led all content commissioners globally from January to May 2025, followed by Prime Video, BBC, Channel 4, and Fox. In total, more than 30 major commissioners announced new or renewed scripted projects, including high-profile season extensions, signaling a strategic commitment to sustaining audience engagement through proven IP.
In the Americas, scripted television comprised 64% of new production announcements, with television series representing 63% of the total. English remained the dominant language of content, alongside German and French. Crave and CBC were especially active, together driving 14 new development deals and 59 renewals. Genres trending in the region included drama, documentary, and comedy, reflecting a wide-angle view of audience appetite post-strike recovery.
EMEA also demonstrated a robust recovery. Eleven new projects were initiated or advanced, with key contributions from Prime Video and German public broadcaster ZDF. English, Spanish, and German topped the list of commissioning languages, reflecting both regional strength and global audience targeting. Though broadcaster-initiated commissions had declined in April, they began to recover in May, signaling cautious optimism across traditional media groups.
APAC saw steadier activity with a slight drop in production volume, though Netflix continued its heavy investment in local-language productions. Hindi and Korean remained the leading languages of development, underscoring the enduring regional focus on culturally resonant storytelling. While APAC lagged behind EMEA and the Americas in new project count, it maintained a solid pace relative to previous quarters.
Across all regions, comedy showed notable traction as a rising genre, with a growing number of buyers betting on light, serialized formats that deliver repeat viewership and travel well across platforms. English-language content continued to dominate globally, though a diversified slate of multilingual productions points to the rising importance of regional platforms and international co-productions.
The overall picture reflects an industry that is recalibrating. While 2022 and 2023 were defined by disruptions—from strikes to funding slowdowns—2025 is emerging as a year of reacceleration. With more than 750 active projects in financing, greenlight, and production stages in May alone, content stakeholders are reentering the market with renewed confidence and a sharper eye on scalable, audience-driven programming. For platforms, investors, and distributors, the data suggests a strategic window to deepen market penetration in territories showing clear production rebound, particularly in North America, Western Europe, and select APAC markets.
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