NAB 2025: The Reality of Unscripted Television — Adapting to a Changing Landscape
The unscripted television industry is navigating a major transformation, driven by changes in viewer behavior, the rise of streaming, and shifts in network priorities. At NAB 2025, a group of top producers and executives came together to discuss the state of the non-scripted market and what it takes to create compelling, sellable content in today’s evolving media environment.
From Volume to Value: The Shifting Ecosystem
Historically, the non-scripted business thrived on volume. Cable networks needed to fill 24/7 programming schedules, creating a strong demand for a high quantity of content. But as viewers moved to on-demand platforms, that model began to shift.
“We used to serve cable networks that needed fresh content every day, all year long,” one panelist noted. “Now, with streaming, it’s not about filling a schedule—it’s about creating buzzy, event-level content that cuts through.”
This change has impacted both production volume and deal dynamics. Networks that once ordered dozens of episodes are now ordering fewer. As a result, producers are forced to be more strategic, balancing “new and buzzy” concepts with tried-and-true formats.
A Smaller Pool, Bigger Stakes
The panel acknowledged a much smaller ecosystem for non-scripted buyers today. With traditional networks scaling back, platforms like Netflix have emerged as one of the few consistent buyers of original reality content.
“Netflix values reality—and it shows in how much it contributes to their global reach,” one executive shared. “They have entire teams dedicated to it. That should tell us something.”
Despite a difficult couple of years—especially in 2024—there’s growing optimism. “The beginning of this year feels different,” one producer said. “Buyers are starting to re-engage. Streamers are leading the charge, but there’s still money to be made in cable. It’s just not the volume play it once was.”
Big Wins Only: The New Reality for Sales
Another panelist described the current sales climate as a “big swing” marketplace: “If we sell a show on Tuesday, we’re probably not selling another one to that buyer anytime soon. Everyone’s being selective. So the wins have to be huge.”
What’s hitting right now? Nostalgia. Whether it’s documentaries, reboots, or hybrid formats, familiar names and concepts are resonating with audiences.
“Look at something like The Greatest Night in Pop,” said one exec. “It’s a nostalgia bomb. Or Deal or No Deal Island—even just hearing that name gets people excited. Nostalgia works.”
But the panel also expressed concern over the lack of risk-taking. “Everything’s about IP right now,” one speaker noted. “Studios are investing in safe bets. That trickles down to unscripted, and it’s harder to get new ideas off the ground.”
Doing More With Less
The “do more with less” mantra has long defined unscripted production—but lately, it’s hit harder. Budgets have been slashed, and the ability to amortize costs across multiple episodes has dwindled.
“Production is getting scrappier,” one executive admitted. “We’re squeezing crews, shooting abroad, and finding innovative ways to keep costs down. But it’s tough. The whole industry is adjusting after this wild ride.”
One example of adaptation: the Welcome to Wrexham series, starring Rob McElhenney and Ryan Reynolds. Initially conceived as a straight documentary, it evolved into a hybrid format—mixing cinéma vérité with stylized interviews and produced scenes.
“It became more like a future version of The Office than a doc,” said the producer. “The creative adjustment was bigger than the logistical one.”
Another emerging strategy is shared infrastructure. Labels like Twist, led by Jane Leman, are plugging into centralized production management systems to operate more efficiently. “We’re consolidating resources across multiple labels,” an exec explained. “Each maintains creative independence, but shares overhead.”
Partnerships, Branding, and Platform Strategy
Brand partnerships are also becoming a bigger part of the puzzle. One executive highlighted the hiring of a brand liaison to develop more sponsor-supported content.
“Brands have always wanted to be in this space, but now we’re really pushing,” they said. “If you’ve got a show and some brand support, it’s a more appealing package to networks.”
That said, the group was clear: “We don’t want to become ad makers. We’re still storytellers. But if brands can help us get the funding, let’s bring them in earlier.”
When asked about what makes a show “undeniable,” one panelist said it starts with the subject line of the pitch email: “If you can’t get someone excited with that, it’s an uphill battle.”
Visual packaging is also key. Many teams now create mock “tiles” to see if a show would stand out on a streaming homepage. “If it doesn’t pop next to Love Is Blind or Beef on Netflix, maybe it’s not a TV show—it could be a podcast or a social series instead.”
Influencers, Visibility, and the Fight for Placement
Social media influencers are beginning to make the leap to longform, though it’s still a challenge. “We asked ourselves over and over—what makes this a show?” one producer said of their new series with Jake and Logan Paul. “It had to feel deeper, louder, and more relevant than their YouTube content.”
Visibility on platforms is another huge factor. Placement on a homepage or inclusion in the “Top 10” can make or break a show’s performance.
“We used to fight over placement at HBO Max,” one exec shared. “Billboards are great for egos, but the real win is where your tile lands on the app.”
Still, there’s limited transparency around streamer metrics. “They tell you what they tell you,” one producer said. “But we know completion rate is a big deal. If viewers drop off early, it’s a problem.”
Final Thoughts: Swing Big or Go Home
At the end of the day, the panel agreed: this business is still about creating undeniable content—and finding the right home for it.
“We’re not trying to make shows for less anymore. We’ve done that. Now it’s about taking huge swings—swinging for the fences.”
As the market evolves, so must the creators. Whether through strategic branding, smarter development, or rethinking what defines a “TV show,” the message from NAB 2025 is clear: stay nimble, stay bold, and never underestimate the power of a great subject line.