The annual gathering of the global content trading community greeted everyone on a pleasant morning in the calm city of Cannes, as the Palais des Festivals opened its doors to attendees of Mipcom 2025.
Though the market has evolved over the years, Mipcom remains a fascinating blend of pre-scheduled meetings and spontaneous encounters, often leading to meaningful conversations that culminate in strong partnerships or significant deals.
Animation Xpress witnessed a bustling start to the day, with visitors hurrying between meetings and attending thought-provoking discussions on brand storytelling, applied AI, the creator economy, and emerging trends in global content. However, footfall noticeably declined as the day progressed.
More than 70 Indian companies including animation studios, video service providers, content distributors, post-production houses, and other entertainment firms have landed in Cannes hoping to secure new business. This year, over 40 of these companies are participating under the banner of Waves Bazaar, while the rest have opted for an independent presence at the market.
Waves Bazaar is a joint initiative by the Indian Consulate in Marseilles, the Ministry of Information and Broadcasting, and the Services Export Promotion Council (SEPC). The Bharat Pavilion was inaugurated in the presence of consul general at Consulate General of India Marseille Karjee Brahma Rupjyoti, Services Export Promotion Council (SEPC) director general Abhay Sinha, National Film Development Corporation (NFDC) general manager Tarun Talreja, SEPC senior director Chandranshu Awasthi and other dignitaries.
Participating Indian companies reported a mixed response. While some managed to secure a good number of meetings, seasoned participants observed a noticeable shift in the demand for traditional animated content.
One of the world’s most established anime studios, TMS Entertainment, a regular at Mipcom, noted a sense of decline. “Our goal was to meet regular clients and find new ones,” said TMS Entertainment Europe senior licensing manager Akiko Tahara.”This time, we have very few meetings, but Mipcom has always been an important event for us.”
Similarly, Zhejiang Zoland Animation, a Hangzhou-based company with nearly 20 years of experience, echoed concerns about decreasing participation. “The market has been shrinking over the years,” said the company’s global distribution head Samantha Wong.
Interestingly, Mipcom sessions that typically saw limited attendance in previous years were better received this time. Discussions such as Monetising Content in the Age of AI and Brand Storytelling Summit: Measuring ROI-What’s in It for the Brand and other sessions drew substantial audiences. This renewed engagement suggests that the global content economy is actively adapting and evolving in response to rapid industry changes.
