MIPCOM 2026 Draws 10,000 Attendees as Baywatch Reboot Takes the Stage

MIPCOM 2026 drew 10,000 attendees and more than 3,000 buyers to Cannes, according to Deadline, with the Baywatch reboot among the projects promoted on the ground.

Baywatch co-stars Stephen Amell and Brooks Nader presented the reboot at the market. The project is shepherded by executives from Fox and Fremantle.

Skydance's program sales operations appeared at MIPCOM under the Paramount and Warner Bros. brands. David Decker is the new Skydance content sales chief.

Banijay, fresh from its merger with All3Media, brought a 265,000-hour library to the market. Jeff Zucker and Marco Bassetti took to the MIPCOM stage, while Banijay executive Jane Turton and Banijay Americas topper Ben Samek were also on hand.

YouTube's presence was felt through Europe boss Pedro Pina, and AI businesses at the market concentrated on integrating and optimizing existing TV operations rather than presenting AI-generated slates. Creators, meanwhile, focused on building businesses, with Dhar Mann delivering a keynote.

Other names on the Croisette

Christie Brinkley promoted a new docuseries, Stephen Fry promoted Fox's The Interrogator, and Rafe Spall, Robbie GK and Luke Evans spoke with press. BBC content boss Kate Phillips was also in attendance. In background context, Disney and others previously went through periods of holding back shows to bolster their SVODs before fully returning to program sales, while Fremantle, ITV Studios and others have sunk cash into scripted plays in the U.S. with varying levels of success.