Markets

Virginia Mouseler, founder of The WIT, took the stage at the IET on the second day of MIP London (February 23-27, 2025) to present the highly anticipated "Fresh Around the World" conference. The session provided a deep dive into the latest global TV format trends, with a focus on the evolving landscape shaped by digital creators and new audience preferences.

The Unexpected Success of Le Big Deal
Mouseler opened with an exciting announcement: a major TV hit had emerged in France. Le Big Deal, a reboot of a 20-year-old game show, originally aired on a niche channel with just a 2.1% market share. However, it astonishingly outperformed expectations, achieving ten times its expected viewership. The success of this format was unexpected and left the industry wondering: what made it resonate so strongly?

According to Mouseler, Le Big Deal exemplifies what she calls "the creator factor." Unlike traditional formats that rely solely on well-structured mechanics, this show harnesses elements that are prevalent in content created by digital influencers: authenticity, engagement, and a sense of belonging.

The Creator Factor: A Paradigm Shift in TV Formats
The dominance of "Le Big Deal" signals a significant shift in the entertainment industry—one where the creator takes precedence over the format. "We used to believe that formats were more important than personalities. That’s why they could be adapted across markets," Mouseler explained. "But now, we see the opposite: the creator comes first, the format second."
This insight is particularly relevant as artificial intelligence raises questions about the future of content creation. "Humans may come first, while machines and mechanics come second," she noted.

Top Adapted Formats: The Human Factor vs. Perfect Mechanisms
Mouseler revealed exclusive rankings of the most adapted formats worldwide, highlighting two prominent examples:
A-Talks– A talk show where autistic individuals interview celebrities, emphasizing the human connection and unique perspectives.
The Floor (Talpa Studios) – A meticulously structured game show with a clear and adaptable format that thrives on its well-oiled mechanics.
These two formats exemplify the dual trends in content: the rising importance of human-driven narratives versus the enduring appeal of perfectly formatted game shows.

Digital Phenomena: From TikTok to TV
Mouseler then turned the spotlight on digital-born content making its way to mainstream media. One notable example is Hub’s Life, a content creator who has built a following by sharing his seemingly mundane, everyday routine. On TikTok, younger audiences find his videos dull, while older Instagram users appreciate his raw authenticity. Now a full-time creator, Hub remains committed to portraying normality—even documenting his transition from using a Dell laptop to an Apple device.
His influence has even spawned imitators, such as the "French Normal Guy," who has amassed 330,000 Instagram followers and up to 1.6 million TikTok views. His repetitive, "Groundhog Day"-style content has proven to be highly addictive.

The Rise of Controversial Family Formats
Another surprising trend is the emergence of unconventional family dynamics in entertainment. Mouseler highlighted Roman Geyer, a YouTuber whose controversial but engaging interactions with his daughter have drawn 28.1 million subscribers.

Epic Adventures: From Everest to Space
In the creator economy, real-life adventure content is thriving. One standout success from last year was Inoxtag’s YouTube documentary, which chronicled a YouTuber’s triumph on Mount Everest. The two-and-a-half-hour film racked up 41 million views, fueling demand for more grand-scale adventures.

The next frontier? Space. Beloved Spanish presenter  Jesus Caleja is set to embark on a live-streamed space mission aboard Jeff Bezos’ Blue Origin rocket. The event, airing on Telecinco, will be preceded by a documentary series chronicling his lifelong dream of space travel.

Hide and Seek: A New Format Trend?
Game shows are also undergoing an evolution, particularly in the creator space, like in Know where to Hide, on Prime Video Netherlands in early March. Featuring nine creators and celebrities, the format will test whether digital-native content can thrive on SVOD platforms rather than free YouTube channels. 

Reinventing Sports for Digital Audiences
Creators are also reshaping traditional sports, introducing faster-paced games with altered rules. Master of Madness, for instance, reimagines football with interactive audience participation, allowing fans to influence gameplay via social media.

The Future of Formats: A Creator-Led Industry?
As the industry grapples with the rise of digital creators and shifting audience behaviors, the question remains: Are we witnessing the dawn of a new era where creators dictate content trends? If so, the traditional TV format model may need to adapt rapidly to keep pace with these changing dynamics.

Virginia Mouseler concluded the "Fresh Around the World" session at MIP London with a memorable scene from the Spanish reality show La Isla de las Tentaciones (Temptation Island). In this widely circulated clip, participant José Carlos Montoya reacts dramatically upon discovering his girlfriend Anita's infidelity. Overcome with emotion, Montoya sprints down the beach, prompting producers to shout, "¡Montoya, por favor!" ("Montoya, please!"). This raw display of emotion has transcended cultural barriers, becoming a viral sensation and meme on platforms like TikTok. The incident has been discussed internationally, including on programs such as The View in the United States.