The TV landscape is ever-evolving, and the 2020s have seen a fascinating shift in the popularity of new formats. One show, in particular, has dominated the global market and captured the imagination of audiences worldwide.
The Rise of The Traitors
The Traitors, a smash hit show where traitors hunt down faithfuls, has become the top-selling new format of the decade. With nearly 50 adaptations worldwide, it accounts for an impressive 20.8% of all new format launches since 2020. This is a remarkable achievement, especially considering the show's origin in the Netherlands.
What makes this particularly fascinating is the show's ability to resonate with viewers across different cultures and languages. From the U.S. version hosted by Alan Cumming to the UK's take with Claudia Winkleman, The Traitors has proven its universal appeal. The recent celebrity spin-off, featuring stars like Bella Ramsey and Michael Sheen, further cements its status as a global phenomenon.
A Diverse Landscape
While The Traitors takes the top spot, the list of top-selling formats reveals a diverse range of concepts. The Netherlands, a hotbed for formats, boasts another successful show, The Floor, with 32 adaptations. This game show, hosted by Rob Lowe, has found a home on Fox in the U.S. and showcases the country's influence on global TV.
An intriguing French format, The A Talks (or The Assembly in English-speaking territories), offers a unique twist. Famous faces, including Stephen Fry and Antonio Banderas, are interviewed by autistic, neurodivergent, and learning-disabled individuals. This format challenges traditional interview dynamics and highlights the power of diverse perspectives.
The Future of Formats
Looking ahead, The Traitors shows no signs of slowing down. With 16 new versions confirmed for 2026, it continues to dominate the market. Its distributor, All3Media International, is merging with Banijay, creating a powerhouse in the formats market. This merger brings together an impressive portfolio, including MasterChef, Survivor, and Lego Masters.
One interesting development is the rise of YouTube as a destination for formats. Shows like Let's Play Ball, another Dutch success, have found an audience on the platform. This shift reflects a changing media landscape, where audiences are no longer confined to traditional linear television. YouTube offers format owners an open, algorithmically driven platform to test audience engagement in real-time.
In my opinion, this trend towards digital-native formats is a game-changer. It empowers creators to experiment and reach audiences directly, bypassing traditional gatekeepers. The future of TV formats may very well be shaped by these online platforms, offering a more interactive and personalized viewing experience.
A New Era of Television
The success of The Traitors and the diverse range of formats highlight the creativity and innovation in the TV industry. As we move further into the 2020s, it's clear that the television landscape is evolving, with new platforms and formats challenging the status quo. The era of passive television viewing is giving way to a more interactive and personalized experience, driven by the preferences and engagement of audiences.
What this really suggests is a shift in power dynamics. Audiences now have more control over their viewing choices, and format owners must adapt to this new reality. The future of television is an exciting prospect, and I, for one, can't wait to see what innovative formats emerge next.
