French TV sales remain strong despite market challenges
A resilient performance in a tough market
Despite facing a challenging international market, French TV programming sales remained robust in 2023, with a slight dip of just 5.3% from the previous year, totaling €203.4 million ($224.7 million). This marks only the third time in three decades that sales have surpassed the €200 million threshold, following notable years in 2017 and 2022.
Navigating a complex landscape
Presenting the latest figures at the Unifrance Rendez-Vous TV market in Le Havre, representatives from France’s National Center of Cinema (CNC) and Unifrance highlighted the resilience of French TV exports. The international environment has been marked by reduced acquisition budgets, particularly in North America, cautious buyers, and prolonged negotiations. Yet, the €200 million milestone is a testament to the industry’s tenacity.
Unifrance President Gilles Pélisson emphasized the significance of this achievement, noting the fierce competition in a market dominated by a few large players. “Selling in such a highly concentrated market is a major accomplishment,” he remarked.
Diverse genres driving success
The total exports of French programs, including sales, pre-sales, and co-production contributions, saw a slight decline of 3.3% compared to 2022, amounting to €309.2 million ($340.1 million). This performance aligns with the average decline of 1.7% over the past decade.
The report attributes the strong performance to the quality and diversity of French audiovisual works, which continue to captivate international audiences. France remains the second most represented European nation on international VOD platforms and foreign TV channels.
Scripted drama leads the way
Scripted drama continues to be a powerhouse, generating €74.5 million ($82.0 million) in sales, a slight decrease from the previous year but still significantly above the decade’s average. This genre accounted for 36.6% of total sales, maintaining its position as the leading export genre for the second consecutive year.
Ambitious and innovative series like HPI, Marie Antoinette, Bardot, and B.R.I. have been instrumental in this success. French expertise in procedural series, exemplified by Deadly Tropics and Astrid: Murder in Paris, also plays a crucial role.
Documentaries and animation
Documentaries continued their strong international sales momentum, reaching €47.2 million ($51.9 million), a slight dip from the previous record year. Programs that resonate with current events and hybrid works combining genres like science and history performed particularly well. Notable examples include Hunting the Russian Oligarchs, The Sunken Secrets of Iznik’s Basilica, and Cobalt Rush: The Future of Going Green.
Animation faced a tougher environment, with sales falling 11.2% to €51.2 million ($56.3 million). Despite high-profile French animations airing globally, the genre suffered from reduced investment by buyers. A significant drop in North American sales and worldwide rights contributed to this decline. However, animation remains France’s second-largest export genre, holding a 25.2% market share.
Regional insights
Sales rebounded in Western Europe, the leading market for French works, accounting for 46.8% of worldwide revenue, up 6.1 points year-on-year, with sales totaling €95.1 million ($104.6 million). North America followed with €22.3 million ($24.5 million), and Asia/Oceania with €14 million ($15.4 million).
Belgium emerged as the top buyer of French shows, primarily dramatic fiction, with sales of €17.1 million ($18.8 million). The UK and Ireland followed, with combined sales of €12.9 million ($14.2 million), ahead of Germany and Austria. The US, which led in 2022, dropped to fifth place in 2023.
Future opportunities in Asia
Looking ahead, there is optimism about the potential in Asian markets. Raphaëlle Mathieu, co-head of SEDPA, the French association of TV distribution companies, highlighted the growing opportunities in countries like Japan, Korea, Indonesia, the Philippines, and China. Despite the current industry crisis, Mathieu believes that with dedicated efforts, the Asian market could offer significant prospects in the coming years.
while the international market for French TV programming faces challenges, the industry’s resilience and the quality of its productions continue to drive success. The future looks promising, particularly with potential growth in Asian markets.