Scripted vs. Unscripted Global Content

The global offering of audiovisual content has solidified its position as a cornerstone of the entertainment industry, with two main categories standing out: scripted vs unscripted content, each with unique characteristics. 

According to BB Media’s analysis, scripted content continues to dominate globally. This trend reflects not only evolving audience preferences but also the rich variety of formats shaping today’s entertainment landscape. 

Where Spontaneity Meets Storytelling 

Unscripted content shines through its ability to capture authentic stories and spontaneous moments. Productions like documentaries, reality shows, and unscripted series allow for organic narratives, offering genuine connections with viewers through unexpected responses. 

Regarding BB Media insights, genres like documentaries dominate this category, representing 50% of the unscripted distributed titles globally. However, their share has gradually declined, dropping 13% since 2021. 

On the other hand, scripted content focuses on the detailed construction of stories through structured scripts, allowing for the exploration of more complex narratives. This type of content includes dominant genres such as drama (28%) and comedy (12%), which lead the global preferences. However, in 2024, the three most popular series belonged to the action and science fiction genres. 

Regarding streaming platforms, Asian subscription services like U-NEXT stand out for offering the most extensive unscripted catalogs, while major players like Prime Video is distinguished by its expansive scripted content library.

Regional Trends in Scripted vs. Unscripted Content

In terms of title availability, EMEA leads with the largest volume of unscripted content, while UCAN stands out for its wide availability of scripted content. In terms of preferences, APAC emerges as the region with the greatest affinity for unscripted content, reflecting a growing interest in authentic and dynamic formats. LATAM follows as the second region with the strongest preference.  

During 2024, APAC was the region that launched the most unscripted titles, exceeding 5K releases and accounting for almost half of all the unscripted titles released that year. According to BB Media analysis, South Africa ranks highest in preference for unscripted content, while Sweden leads in preference for scripted content. 

Shifting Market Dynamics and Production Trends

The balance between scripted and unscripted content highlights the entertainment industry’s diversity. The supply of unscripted content steadily increased from 2019 to 2022 (+9% annually) but saw declines in 2023 (-3%) and 2024 (-12%), indicating a slowdown in production. Meanwhile, scripted content has shown significant growth, rebounding strongly after a dip in 2020, with record-breaking growth of +17% in 2024.    

These trends reflect shifting dynamics in market supply, with scripted formats driving the expansion of global content offerings. Both types of production not only coexist but also complement each other, catering to a variety of tastes and needs in a constantly evolving global market.  

Sources 

BB Media | Content Pulse | Online Media Essentials | HITS

ABOUT BB MEDIA 

BB Media is a global Data Science company, specialising in Media and Entertainment for over 37 years. BB Media monitors more than 4,500 streaming services across 250 countries and territories, including their prices, plans, bundles, and commercial offers. In addition, it monitors all movie and series catalogues, including standard metadata. Streaming services, networks, programmers, cable operators, agencies, advertisers, studios, distributors, content apps, and tech companies rely on BB Media’s valuable information and analysis to make strategic decisions.

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