Markets

Today, MIPCOM 2025 officially kicks off in Cannes, bringing with it a vibrant atmosphere of meetings, screenings, presentations, and evening cocktails across the Palais des Festivals. The event, running from October 13–16, once again stands as the world’s largest market for entertainment content — this year with an even broader scope, strong brand participation, and a focus on how creators, media companies, and advertisers are reshaping the industry.

More than 10,500 delegates from over 100 countries are expected to attend, engaging in four days of networking, deal-making, and high-level discussions about the future of global entertainment.

Lucy Smith, Director of MIPCOM, commented:“The energy around MIPCOM this year reflects an industry that’s no longer in recovery mode, but in full reinvention. The intersection of content owners, streamers, global brands, and the creator economy makes Cannes the essential meeting point for shaping the next phase of media.”

A key highlight this year is the expanded presence of YouTube, marking its first large-scale activation at MIPCOM. The platform will headline a keynote titled “YouTube and the Creator Economy”, featuring Lauren Glaubach, YouTube’s Global Head of TV/Film, alongside executives from Jellysmack, Webedia, and other creator-led companies. The session will explore how YouTube is developing creator IP and expanding its reach across platforms and territories — a clear signal of its ambition to play a central role in premium storytelling beyond its user-generated content roots.

Among the industry leaders taking the stage, Keith Le Goy, Chairman of Sony Pictures Television, will participate in the C-Suite Conversations series in partnership with Variety. Le Goy will discuss Sony’s evolving international strategy across production and distribution, followed by the world premiere of “The Miniature Wife”, a dramedy starring Matthew Macfadyen, O-T Fagbenle, and Sian Clifford, accompanied by a Q&A with the cast.

Mattel also makes its keynote debut this year, with President and COO Richard Dickson and Chief Franchise Officer Josh Silverman presenting the company’s expanded content roadmap. Following the success of Barbie, Mattel will reveal how it is extending its toy and franchise IP across scripted, unscripted, and animated formats to strengthen brand storytelling and long-term engagement.

Paramount Global Content Distribution will present the world premiere of “Boston Blue,” while ZDF Studios unveils “Ku’damm 77,” the next chapter in its acclaimed drama franchise chronicling the evolution of a Berlin family through the 20th century.

This year also sees the introduction of the Brand Storytelling Marketplace, connecting major advertisers, agencies, and producers to collaborate on co-productions and branded content projects. Participants include Procter & Gamble, The Lego Group, LVMH, and Publicis Groupe. The accompanying Brand Storytelling Summit (October 14) will feature speakers from Mattel, McCann Worldgroup, TikTok, LG Ad Solutions, and The Story Lab, focusing on how global brands are evolving into content creators themselves.

Meanwhile, the Creator Economy Summit, also scheduled for October 14, will bring together companies such as Little Dot Studios, Jellysmack, Webedia, and executives from Meta and TikTok to discuss how creator-led formats are expanding into long-form and premium markets.

Additional keynotes include Pam Kaufman, President and CEO of International Markets, Global Consumer Products & Experiences at Paramount, and Catherine Powell, President of Paramount+ International, who will discuss global franchise strategy, localization, and streaming growth.

The conference program also features sessions on AI in content production, the evolution of FAST channels, and emerging storytelling formats that blend entertainment and commerce.