By admin 
The recent downturn in French TV export figures for 2025, a statistic that might have cast a pall over this year’s Unifrance Rendez-Vous TV market in Le Havre, proved to be a fleeting concern. Instead of succumbing to disappointment, local sellers at the prestigious event demonstrated remarkable resilience, actively navigating the current challenges and proactively unearthing new avenues for growth. This recalibration, for some, represents a welcome return to a more balanced market after the unprecedented acquisition frenzies fueled by global streamers during the peak of the COVID-19 pandemic.
Fabien Saillant, the head of TV at Wild Bunch, points to a significant factor behind the decline in French export figures: the reduced acquisition budgets of international Subscription Video On Demand (SVOD) services. He elaborates that these platforms experienced explosive growth during the pandemic, driven by a surge in new service launches and an insatiable demand for content. "All these new players needed more content, so that was the peak of the market," Saillant explains. However, he notes that many of these platforms have since struggled to meet their subscriber growth targets. This contraction in SVOD acquisition, coupled with a challenging advertising market that is further squeezing budgets for both traditional broadcasters and streaming services, has created a more complex environment for content sales.
Despite these headwinds, Saillant emphasizes that the overall consumption of audiovisual content remains at an all-time high. "People have never watched so much content and so many videos as they are now," he observes. He argues that while the market may appear to be suffering, the current situation is perhaps a more "rational" phase, and the appetite for engaging audiovisual content remains robust. This sentiment was palpable at the Unifrance Rendez-Vous, where the focus shifted from sheer volume to strategic partnerships and the cultivation of strong intellectual property (IP).
Historical Dramas Remain a Compelling Proposition
The enduring appeal of historical fiction was a recurring theme at the market, underscored by the presence of lavish new productions. Wild Bunch showcased "The Red and the Black," a sweeping adaptation of Stendhal’s classic novel, starring Victor Belmondo. Similarly, France TV Distribution presented "Swapped," a period drama with thriller elements, both set against the backdrop of 19th-century France. Saillant highlights that a four-part series like "The Red and the Black," given its literary pedigree, possesses the inherent quality to resonate with both traditional broadcasters and modern streaming platforms.
A crucial element for success in the current market, according to Saillant, is the presence of a recognizable brand or a strong IP that immediately captures the attention of both buyers and audiences. "The Red and the Black" exemplifies this, offering a built-in audience familiarity that aids in its international appeal. Wild Bunch is actively developing another historical drama based on a celebrated French literary work, further signaling their commitment to this genre.
Julia Schulte, head of international sales at France TV Distribution, acknowledges the challenge of making historical dramas relevant and captivating for a broad spectrum of viewers across both linear and digital platforms. She points to "Swapped" as a prime example of how to achieve this, citing its inclusion of a young female protagonist and a contemporary sensibility designed to attract both younger and older demographics.
Discovering New Audiences and Cultivating Loyalty
Beyond new productions, established French series are finding expanding international audiences, a testament to their enduring quality and broad appeal. France TV Distribution’s long-running hit series "Bright Minds" has achieved remarkable success in Japan, where it airs on NHK. The show’s immense popularity there has even prompted producers to film a portion of its seventh season on location in Japan, fostering deeper cultural connections and potential for future collaborations. Schulte sees these successful international partnerships as fertile ground for "discussions for other possibilities, for other shows and maybe even co-productions between France and Japan."
This phenomenon of older titles driving viewer engagement aligns with recent research. PlumResearch’s analysis of viewer retention on HBO Max in the UK revealed that legacy titles accounted for a significant 82% of viewer retention within the streamer’s extensive catalog. The research further indicated that niche and foreign-language series, which are experiencing consistent growth in consumption, are particularly effective in fostering strong audience loyalty.
France TV Distribution has also secured other notable deals, including the recent acquisition of "Zorro," starring Jean Dujardin, by MHz Choice for the U.S. and Canadian markets. While French productions may still be considered niche in the U.S. market, platforms like MHz Choice and Walter Presents have demonstrated a keen interest in acquiring high-quality French programming. Across Europe, public broadcasters continue to be reliable partners for French content.
About Premium Content (APC) has also reported a string of successful international sales for its family saga mystery series "Blue Gold" and romantic drama "Seasons." These titles have found buyers across Europe and North America. "Blue Gold" was acquired by MHz Choice and Walter Presents for the UK and Ireland, RTP in Portugal, and Blue Play in Switzerland. "Seasons" was picked up by RTP in Portugal, RTBF Auvio for French-speaking Belgium, and Radio Canada’s Ici Tou.TV Extra for French-speaking Canada, demonstrating the broad international appeal of these French narratives.
Documentary Buyers Seek Current Affairs, Geopolitics, and High-Impact Narratives
The documentary market at the Unifrance Rendez-Vous revealed a strong demand for content that addresses pressing current affairs, international politics, and high-impact subjects. Bianca Fontez-Eymenier of documentary specialist Andana Films highlighted that broadcasters are keenly interested in topical programming, particularly concerning events within the past six months. Andana’s leading titles reflect this trend, including Tamara Erde’s "Gaza: A People’s History" and Marine Pradel’s "My Maga Life." The latter, produced by an accredited foreign White House correspondent, offers a compelling look at Donald Trump’s potential return to power through the eyes of his supporters, rare dissidents, and her own immigrant neighbors in Washington, D.C. Fontez-Eymenier noted the consistent interest in documentaries focusing on West Asia, Ukraine, and the United States, emphasizing their relevance and appeal to contemporary audiences.
Similarly, Java Films’ current slate is anchored by "Hong Kong: A City Silenced," which anticipates the 30th anniversary of Hong Kong’s return to China. This timely documentary has already been sold to SBS in Australia and ZDF Info in Germany. In anticipation of the Brazilian elections on October 4th, Java Films is also handling "Faith in Power: Brazil’s Evangelicals," an investigative piece exploring the influence of Brazil’s Christian fundamentalists on electoral outcomes, particularly their support for Flávio Bolsonaro over President Lula da Silva.
APC is also making waves in the documentary space with "An Artful Imbrolio." This docu-series delves into one of the art world’s most significant and unresolved recent mysteries, exploring allegations of forgery and large-scale art trafficking, with a focus on the potential involvement of the enigmatic Giuliano Ruffini. The series, set across Paris, Rome, London, New York, and Madrid, has been acquired by the Spanish SVOD service Filmin and Portuguese broadcaster RTP, showcasing the international appetite for in-depth explorations of art and its hidden underworld.
Animation Studios Forge International Partnerships and Leverage Legacy Titles
In the realm of animation, while local productions experienced a significant market share decline last year, producers are actively adapting to the evolving landscape. The strategy now involves a greater emphasis on established franchises and the development of distinctive new Intellectual Property (IP) through broader international co-productions. Mediawan’s new show "Witch Detectives" exemplifies this collaborative approach.
Xilam Animation continues to achieve global success with its enduringly popular series "Oggy and the Cockroaches" and "Zig & Sharko." The company is also capitalizing on the success of "Where’s Chicky?" with "Chickies," a new spin-off that has garnered significant attention. These animated ventures have secured major continent-spanning deals with prominent broadcasters and platforms, including Warner Bros. Discovery, India’s JioStar, Radio Canada, and SVT Sweden. Xilam’s latest offering, "Submarine Jim," has also proven to be a hot seller, with distribution deals secured across Europe, Latin America, Asia, and Australia, demonstrating the continued global demand for high-quality animated content.
