The Buyers’ Brief: 10 Trends Every Content Seller Needs to Know

Interviews with new content buyer profiles at ATF 2025 revealed a rapidly evolving acquisition landscape shaped by digital audiences, regional collaboration and the demand for flexible partnerships. From micro-drama formats to data-driven pitching, these executives highlight how storytelling, localisation and strategic alignment increasingly determine what travels across markets.

Here are the top 10 trends from these interviews:

1. Story First, But Distinctive

Across markets, buyers consistently emphasise strong storytelling and originality as the primary filter for acquisitions. In an oversupplied market, content must stand out through a clear voice, compelling narrative hook or unique perspective. Buyers increasingly want titles that signal identity immediately and cut through crowded platforms. 

2. The Rise of Micro-Drama Formats

Short-form vertical storytelling is rapidly gaining traction, particularly in mobile-first markets such as India and Southeast Asia. Cliff-hanger pacing, episodic hooks and emotional intensity are key attributes. These formats respond to shrinking attention spans and offer scalable production opportunities for platforms targeting younger digital audiences. 

3. Romance Still Travels Globally

Romance remains one of the most requested genres across buyers in Korea, Japan and Vietnam. Whether in series, micro-drama or historical settings, emotionally driven stories with universal themes continue to perform strongly across cultures, particularly when paired with relatable characters and accessible narrative structures. 

4. Action, Thriller and Genre Franchises

High-concept genre content—including action, thriller and sci-fi—remains highly desirable for global distribution. Buyers see these genres as dependable drivers of audience engagement and international licensing potential, particularly when they have franchise possibilities or clear positioning within existing platform portfolios. 

5. Data-Informed Buying Decisions

Buyers increasingly expect sellers to provide concrete performance indicators: audience metrics, festival exposure, market benchmarks or comparable titles. Data strengthens the pitch by demonstrating audience potential and helping buyers assess programming fit within their existing catalogue strategy. 

6. Partnership Over Transaction

Many buyers emphasise long-term partnerships rather than one-off deals. Sellers who demonstrate transparency, responsiveness and market knowledge are more attractive collaborators. Relationship-driven negotiations allow for co-development, local adaptation and sustained cooperation that extends beyond a single licensing agreement. 

7. Flexible Rights and Co-Production Models

Revenue-sharing structures, co-production opportunities and flexible rights arrangements are increasingly welcomed. Buyers seek collaborative approaches that allow them to participate more deeply in content creation, localisation and distribution, while reducing upfront financial risk. 

8. Localisation Is Non-Negotiable

Clear localisation strategies—subtitles, dubbing, marketing adaptation and cultural alignment—are now central to acquisition decisions. Buyers want assurance that content will resonate with specific markets and travel effectively across languages and cultural contexts. 

9. IP With Expansion Potential

Buyers increasingly prioritise titles that can evolve beyond a single format. Content with spin-off potential, multi-season arcs or cross-platform extensions is particularly attractive because it strengthens long-term platform engagement and brand identity. 

10. Efficient, Targeted Pitching

Executives repeatedly stress the importance of concise and tailored pitches. Sellers who clearly understand a buyer’s platform strategy, programming mix and audience profile are more likely to secure attention. Well-structured materials and focused communication help buyers make faster acquisition decisions. 

Taken together, these interviews reveal a market where buyers are balancing creativity with strategic precision. While storytelling remains the foundation of acquisition decisions, data, localisation planning and partnership models increasingly determine whether a title moves from pitch to deal.

The emerging picture is of a more collaborative and globally connected ecosystem. Buyers are not simply purchasing finished content; they are looking for partners who can help shape stories, adapt them for local audiences and extend their value across platforms and formats.