In 2023, The Traitors made a significant impact on the global format industry by launching in 11 territories, surpassing The Masked Singer as the Format of the Year according to analysis firm K7. This marked a major shift in the trend of format launches, with a 57% increase in premieres of The Traitors around the world. Countries like Spain, Germany, and Finland saw new versions of the show being launched, indicating its growing popularity on a global scale. K7’s Tracking the Giants report highlighted this shift, which will be presented at MIP TV in Cannes. The Traitors, a high drama series originating from The Netherlands, involves a murder mystery game where a group of reality stars or non-celebrities work together to build a prize fund worth up to $250,000. Amongst them are the Traitors, whose goal is to eliminate the others and claim the prize for themselves.
The success of The Traitors led to a rise in sales for distributor All3Media International, which saw an 8% increase in active formats. Shows like Gogglebox, Cash Cab, and Naked Attraction contributed to this growth. The Traitors airs on the BBC in the UK and Peacock in the US, both produced by Studio Lambert from a castle in the Scottish Highlands. The show’s popularity has led to a rapid ascent up the global format charts, with nine more launches planned for 2024, bringing the total to 30 worldwide. This indicates a strong presence in the industry and a promising future for the series.
Other notable mentions in the industry include John de Mol’s The Floor, which was dubbed Format To Watch by K7 for its anticipated success in 2024. The show features 100 contestants competing in quiz duels on a giant LED floor, making it a unique and engaging format. Banijay’s Good Luck Guys was named Rising Format Star, with six new adaptations in 2023. The show, originally launched in France, involves young influencers surviving on a remote beach without modern comforts. Fremantle’s Family Feud was named Revival of the Year, while Amazon’s LOL: Last One Laughing was named Streamer Format Star. Prime Video also received recognition as Rising Format Buyer in the industry.
The industry saw a shift towards risk-averse broadcasters looking for formats with a proven track record due to declining ad revenues and lower program budgets. This led to a resurgence of classic formats and franchises on screens in 2023, with quiz and game show titles being at the forefront of this growth. The revival of Family Feud and the success of LOL: Last One Laughing are examples of this trend. Japan emerged as the fourth largest exporter of formats, driven by the success of LOL: Last One Laughing and shows like Dragons’ Den, Ninja Warrior, and Hole in the Wall. The UK and the US maintained their positions as leading exporters in the format industry.
The Traitors has made a significant impact on the global format industry, reshaping trends and setting new standards for competition. Its success, along with other innovative formats and key players in the industry, indicates a promising future for the format entertainment sector. With a focus on proven track records and classic formats, the industry is evolving to meet the changing demands of audiences and broadcasters worldwide. The trajectory of The Traitors and other successful formats point towards a bright future for format entertainment in the years to come.