Mipcom 2025 completed an edition that built bridges between content creators and mainstream media, accompanying generational shifts, and charting a path of evolution and resurgence for the content industry.
By Luis Cabrera and Ana Paula Carreira, from Cannes, France
Designing an event that follows the market’s evolution and offers solutions to the challenges faced by content producers and distributors was the objective of the 2025 edition of Mipcom.
To achieve this, RX France focused on the creator economy, offering spaces for debate and networking among different industry players, highlighting major platforms like YouTube and their role as allies in the new ecosystem of digital audiences.
Twenty years after its launch, YouTube took center stage at Mipcom (and MIP Junior), with an exclusive space in Palais 5 and a presence on multiple panels, such as the “Studios, Broadcasters, and YouTube” conference, presented by Evan Shapiro (ESHAP), Pedro Pina (Google), and Jasmine Dawson (BBC Studios); and the content creation workshop, presented by the platform’s team.
“YouTube had its first significant presence here, on its 20th anniversary, and it will likely remain that way from now on,” said Lucy Smith, director of Mipcom, during the event’s closing keynote. “Their entire activity was based on collaboration, showing, during their participation in the panels, how new audiences can be reached and how fandoms can be built.”
Another highlight of the event’s conference agenda was the BrandStorytelling Summit, which focused on how brands can also partner with creators to tell great stories that represent each brand’s values, in an organic way and with an engaging narrative for the audience.
“This year we’re presenting a new approach and a new strategy,” said Smith. “We firmly believe that the creator economy has arrived and is changing the industry.”
“But the relationship between creators and media is binary; opportunities come from collaboration, not from working in isolation,” she continued. “That’s why, as the largest B2B event in the content industry, we’re presenting a space to meet everyone in one place, to network and learn about new models, and to seek partnerships.”
“It was a very productive event and truly the biggest generational shift in its history. And that’s the main message we want to convey. It feels like a turning point for the industry, and I genuinely believe we are resilient and capable of regeneration. And the fact that this event has continued to be held every year for four decades is proof of that,” she concluded.
The event also demonstrated its international appeal, with attendees coming primarily from the United Kingdom, followed by the United States, France, Germany, Turkey, Canada, Spain, Italy, Japan, and South Korea. Among them were 3,340 buyers, the majority from the United States, followed by the United Kingdom, Germany, France, and Spain.
From Turkey to the World
In a well-established trend, Turkey was once again one of the most prominent regions at this new edition of the event, with a notable number of panels, content presentations, world premieres, sales announcements, and several celebratory moments, featuring top guest stars from the most recent Turkish drama hits.
Three years after its launch, OGM Universe spent an intense week in Cannes, organizing various activities to share its new productions with event attendees. “It was wonderful; we had a very fruitful market this year,” said Ekin Koyuncu, Director of Distribution and Partnerships at OGM Universe, during the final day of Mipcom.
“This year we have a new booth, an expanded team, and incredible titles on air. We want to celebrate all this work. We’ve worked really hard to make a name for ourselves. Most of the Turkish distributors here have been here for a long time, and I think we’ve earned a place among them,” she added.
Latin and Hispanic companies also took center stage, boosted by the popularity of their original productions, and several highlights among the event’s conferences and awards; and Asian companies, with panels dedicated to the growth of Korean content in the international market.
Caracol TV made its way to Cannes for a new edition of Mipcom, where, while continuing to showcase its latest hits, it also sought to expand its business model, led by Felipe Rivas, Director of International Business Development. “My role involves creating new sources of income for the company, something that goes beyond distribution,” said the executive.
Meanwhile, Pamela Díaz Sanhueza, the new Programming Director of Canal 13 Chile, participated in Mipcom for the first time: “It’s been a super entertaining market. I was the executive producer of a morning show, so I already had some knowledge of the business, but coming here has given me a whole new infusion of new formats, new ideas, new ways of producing, potential partnerships… It’s been very interesting, a very intense way of learning.”
Looking ahead to 2026
With Mipcom 2025 officially over, RX France is gearing up for the next edition of the event, which will return to the Palais des Festivals in Cannes from October 12 to 15, with MIP Junior returning the two days prior.
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