At the sixth annual Iberseries & Platino Industria in Madrid, industry titans gathered to decode the elusive formula for global streaming success. As the landscape shifts under the pressure of rapid digital transformation, production powerhouses—most notably Banijay Entertainment—are moving away from data-heavy, algorithmic trends in favor of raw, authentic storytelling.
The Shift Away from “Commercial” Formulas
During the panel titled “Inside Banijay’s Scripted Strategy: The Engine Behind Global IP,” Steve Matthews, head of scripted creative, offered a blunt assessment of modern development. He warned that attempting to engineer a “commercial” hit often leads to failure, as audience tastes evolve faster than traditional production cycles.
“Trends will change by the time you make what people tell you they want,” Matthews noted. This sentiment underscores a growing skepticism within the industry regarding the over-reliance on predictive AI and data-modeling tools. Instead of chasing pre-determined metrics, successful producers are doubling down on projects they are personally passionate about, arguing that genuine creative vision remains the most reliable engine for content that resonates globally.
The Power of Local Authenticity
A recurring theme throughout the Madrid event was the paradox of the “universal” hit. Simone Oliviera of A Fábrica, a Brazilian production entity under the Banijay banner, articulated a clear philosophy: “Be authentic to your country to be universal.”
This strategy is currently manifesting in high-profile adaptations, such as the greenlighting of Raphael Montes’ A Woman in the Dark for Globoplay. By grounding narratives in specific regional cultures and unique settings, producers are finding that international streamers are increasingly eager to export these local stories. The goal is to move beyond generic global tropes, favoring instead the specificities of local life that offer a fresh perspective to a worldwide audience.
Finding Value in Obscurity
While major streamers like Netflix, Disney+, and Amazon Prime are often associated with massive, high-budget franchises, a significant trend emerging from the conference is the move toward “obscurity.” Maria Grazia Vairo of the Italian production house Groenlandia shared that their most successful projects—such as the hit series Someone Killed Spiderman—focus on figures who are not historical icons or famous royalty, but rather overlooked individuals from the past.
This focus on the “accidentally famous” suggests a shift in how streamers utilize their development budgets. Rather than defaulting to well-known IP, there is a mounting interest in uncovering niche, true-to-life stories that can be developed into prestige dramas. As Vairo emphasized, “Nothing is a slam dunk,” yet original, grounded storytelling remains the primary currency in a market saturated with content.
Tech’s Role in the Future of Content
While the creative process remains deeply human-centric, technology continues to play a background role in shaping distribution strategies. Discussions at Iberseries touched on how data analytics from platforms like Parrot Analytics are helping streamers estimate subscriber impact, and how online creators are beginning to influence the box office—with YouTube executives even predicting a rise in niche content moving from online platforms to mainstream film adaptations.
As the industry grapples with the rise of AI in script analysis and production efficiency, the consensus in Madrid was clear: while technology can optimize the business, it cannot replace the “love and belief” required to shepherd a story from a simple idea to a globally recognized hit. In an era of infinite choice, the most successful producers are those who prioritize original, distinct human voices over the safety of the algorithm.
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