CANNES: The suits and the streamers are finally doing business. Mipcom 2024 pulled in 10,600 delegates—a modest uptick from last year’s 10,500—but the real story wasn’t in the numbers. It was in who showed up and what they were selling.
Buyers rose to 3,340, up 100 from 2023, with Britain leading the pack, followed by the US , France, Germany, Turkey, Canada, Spain, Italy, Japan and South Korea. Yet the buzz on the Cannes market floor centred on a new breed of attendee: the creator economy, which Lucy Smith, RX France’s Mipcom and Mip London boss, called “the biggest shift in a generation for Mipcom.”
YouTube planted its flag with a prominent presence, including a packed keynote featuring Pedro Pina, the platform’s EMEA chief, media cartographer Evan Shapiro and BBC Studios’ Jasmine Dawson. The session offered what Smith described as the “definitive playbook on partnerships,” demonstrating how traditional media can tap new audiences and build fandoms through collaboration.
The convergence went beyond talk. Deals between legacy players and digital creators flowed throughout the week. “It feels like a tipping point for the industry,” Smith told reporters at a wrap press conference. “The relationship between the creator and mainstream economies isn’t binary. The opportunities come from collaboration, not from working in isolation.”
Mipcom’s pitch to creators was simple: meet everyone worth meeting in one place, at one time, and figure out who can help build new business models. The market staged its first brand-funded content summit, BrandStorytelling, bringing agencies and brands face-to-face with the global production and distribution world. Early feedback suggests it’s here to stay.
Traditional sales and distribution—”the engine of MIPCOM,” as Smith put it—roared back to life. Every major American studio turned up. Three big international advance screenings drew talent from around the world. Rights deals showed fresh flexibility, with windowing making a comeback, albeit in more complex forms than before.
The market floor hosted 350 exhibitors, including 88 newcomers such as YouTube. Yet not everything pointed upward: MIPJunior attendance slipped to 940 from 1,000, reflecting ongoing headwinds in children’s programming.
Smith struck a bullish note. “From change comes opportunity. The industry is resilient, it regenerates. The fact that this definitive global market has been held here every year for the past four decades is testament to that.”
Next year’s edition runs from 12 to 15 October. The creators will be back. So will everyone else.









