Global streaming platforms are undergoing a significant transformation in their content strategy. According to a current survey by Ampere Analysis, previously popular dating reality shows are receding into the background, while original scripted romantic series are taking over. In the first half of this year, scripted titles already accounted for 83 percent of all new commissions in the romance genre, representing a sharp increase compared to 2022, when the ratio between scripted production and reality formats was balanced.
The key to this shift is primarily the behavior of young audiences, specifically the 18 to 24 age group. In this age group, almost half of respondents expressed a preference for scripted romance in the first quarter of this year. This is seven percentage points higher than the global average across all generations. While the popularity of traditional genres such as comedies, action films, and crime dramas is declining among young viewers, interest in romantic stories has remained stable since 2020.
Literary Adaptations and the Influence of Social Media
Intellectual property in the form of book originals plays a crucial role in the success of new projects. Research shows that 40 percent of new romantic series are based on literature. The volume of premiere book adaptations increased by 73 percent compared to the period between 2023 and 2024. A significant driver of this trend is the BookTok community on the social network TikTok, where readers share their recommendations and build strong fan bases around book titles.
The market for young adult romance production is currently dominated by two main players. Netflix and Prime Video shared the market equally in the first half of the year, with each accounting for 50 percent of commissions in this segment. Most of this production comes from creators in the United States.
A Cultural Phenomenon Betting on Certainty
According to analysts, scripted romance has become the centerpiece of current cultural events. The success of titles like Bridgerton shows that investing in more expensive scripted series pays off more for streaming services than producing cheaper dating reality shows.
“The success of these titles has prompted streaming services to rethink their approach and, instead of reality TV, invest in more expensive scripted series with an existing fan base. By connecting with online communities, services increase the chances of success for their shows and ensure their long-term popularity,” said analyst Mariana Enriquez Denton Bustinza.
Services are thus trying to minimize financial risk by betting on stories that already have their audience on social networks and in bookstores. This strategy helps them build long-term loyalty among younger demographics, which are crucial for the future of streaming platforms.