What to expect at Mipcom 2025?

As thousands of Mipcom delegates start their journeys to Cannes this week from the more than 100 countries set to be represented, one company is dominating headlines.

YouTube’s impact on TV has soared over recent years and although the Google-owned streamer was the central topic of conversation at Mipcom 2024, the company itself is now preparing to be front and centre of events in 2025.

It’s an intriguing conundrum: for some, YouTube is already providing a key revenue stream to their businesses, but for many more, monetising content via the streamer is still a work in progress.

It means Mipcom chief Lucy Smith has quite the task on her hands: cater to long-standing distribution clients who remain the bread and butter of the event, while embracing a standalone giant that is transforming the industry she’s trying to cater to.

“We will always think about things in terms of how does our strategic evolution help the sector?,” Smith tells Broadcast International one week out from the start of Mipcom (and within touching distance of kids-focused Mip Jr).

“There’s a big shift, with more broadcasters, streamers and creators working together as audience behaviours have evolved, so it makes all the sense in the world for us to be part of that and bring the right people together.”

It means that this week will not only see hundreds of distributor stands being erected but also the biggest YouTube presence by some distance.

The company will be housed in a sprawling branded hospitality area on the fifth floor of the Palais, a space that has in previous years played host to other disruptors such as Netflix.

Daily workshops and hosted events are in the schedule as YouTube marks its 20th anniversary, while its EMEA president Pedro Pina will be in town to keynote.

Smith says she wants to “bring in new audiences who will learn how to collaborate together” and YouTube’s presence is being supplemented by a deal that will see the first non-US edition of the brand-funded summit, BrandStorytelling, heading to Cannes.

The focus, she adds, is to ensure Mipcom’s long-standing clients are brought face-to-face with first timer attendees from the creator economy.

“Our goal at the show is to ensure that these two sides of the industry meet - so the more mainstream, traditional businesses have the opportunity to meet with the newer digital studios, creators and agencies who are coming.

“They both want to meet each other. They’ve got so much to learn from each other so it feels like a very natural evolution.

“That said, it’s not necessarily an easy thing to do, but it is hugely interesting,” she continues, adding that Mipcom wants to remedy what she sees as the numerous “siloed events” that only focus on one side of the business of the other.

US studios are back in abundance for 2025, Smith adds, with Sony Pictures Television returning in force and chairman Keith Le Goy keynoting (read more about his strategy for SPT in his exclusive interview with Broadcast International here).

So how will Mipcom 2025 look different to previous years?

“The way in which we are branding and putting things out there this year means people are going to see a look and feel that’s slightly different,” Smith says.

“Coming in on the first morning of the market, you’ll see that new YouTube presence. People will also see that we’ve rebranded and changed our Producers Hub on the beach, which is now the Creative Hub,” Smith adds.

US studios and international distributors are back along the prime beachside real estate, while sessions reflect a sector attempting to balance contemporary issues such as funding challenges with more existential issues such as AI and changing viewing habits.

Banijay Entertainment chief Marco Bassetti is among other keynotes, while scripted creator Dhar Mann and Webedia’s chief exec Christian Bombrun are joined by French adventurer/creator Inoxtag, whose documentary Kaizen debuted in cinema prior to being released via YouTube, and Spanish creator Nil Ojeda.

On the content front, Paramount is premiering Blue Bloods spin-off Boston Blue (Donnie Wahlberg and Sonequa Martin-Green are among talent in town) and SPT’s relationship dramedy The Miniature Wife is also in the schedule to receive an exclusive preview showing.

“This year is all about trying to find the right mix that illustrates what we feel the market should be reflecting right now,” Smith says. For a global industry in such flux, that will be no easy feat.