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Amazon Prime Video led the shift with a 204% increase in faith-based titles in 2024, far outpacing its overall content growth of 100%. Meanwhile, Western Europe accounted for 53% of global commissions, with unscripted formats dominating the space.

A major development this year is NATPE Budapest’s partnership with Realscreen, the global authority in the non-fiction and unscripted space, to deliver an expanded Formats track specifically designed for the market realities facing CEE producers.

In mature streaming markets like the U.S., U.K., and Australia, digital video now accounts for over 30% of total video viewing, whereas in Japan and Italy, traditional TV still commands over 70% of audience time. On average, viewers globally spend 80% of their time with non-premium content such as news, talk shows, local entertainment, reality TV, and unscripted formats.

Marketers are increasing investments in premium streaming environments to capitalize on audience shifts and data-driven targeting. Advancements in interactive formats and measurement tools are accelerating CTV’s role in cross-platform strategies.

In the wave of "Letters and Numbers" global success, the company has added "The Great Knowledge Challenge" and "Lettrix" to their unscripted offer.