In September 2024, global production volumes saw a decline of 10% compared to August, with the Americas dropping 24%, EMEA down 7%, and APAC decreasing by 15%, according to data from Vitrina. Drama led all genres, followed by Documentary and Comedy, with scripted content comprising 69% of all productions. English remained the dominant language, accounting for 38% of projects, while Japanese productions saw significant focus, particularly in manga and anime content, which made up 70% of Japanese projects.
The top commissioners globally were Netflix and Prime Video, followed closely by the BBC. Streamers maintained 20% of the total production volume, consistent with previous months. In EMEA, there was a noticeable increase in the commissioning of African productions, particularly in English, Afrikaans, and Arabic.
Season renewals have become crucial for businesses in the entertainment supply chain. With delays in new productions due to market uncertainties, renewing established shows has emerged as a reliable strategy for streamers and broadcasters. These renewals not only keep audiences engaged but also ensure a continuous workflow for production and post-production service providers. Trends in season renewals show how different languages, regions, and genres are influencing these evolving strategies.
In January, there was a notable rise in Dutch-language renewals, second only to English. By March, renewals surged, with Netflix, Paramount, Warner Bros., and ITV showing strong confidence in their existing series. May marked the peak of renewal activity, reflecting the industry’s commitment to current shows. While June and July saw stable renewals, Japanese-language renewals increased during this period. August experienced a 37% drop in renewals, but September saw an 8% recovery, led by EMEA and APAC regions, with a significant rise in Japanese renewals. Netflix, Prime Video, and the BBC were key players in these renewals.
Regionally, in September, BBC, Prime Video, and ITV led renewals in EMEA, while APAC saw increased renewal activity driven by Network 10 and smaller buyers. In the Americas, Netflix, Prime Video, and TLC were the top commissioners. Reality emerged as the top genre for renewals during this month.
The content production landscape in September 2024 reflected both challenges and resilience. Despite a dip in global production volumes, strategic investments in renewals and a focus on established series have provided stability for key players like Netflix, Prime Video, and the BBC. The growing emphasis on specific genres, languages, and regional content—particularly in manga/anime and African productions—demonstrates the industry's adaptability in a dynamic market. As content creators continue to navigate market fluctuations, season renewals and targeted commissioning will play an increasingly critical role in maintaining momentum and audience engagement.
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