Streaming platforms are increasingly prioritizing scripted romance dramas over reality dating shows, marking a notable shift in programming trends, according to recent analysis by media consultancy Ampere Analysis. This change has seen scripted series such as "Bridgerton," "Heated Rivalry," and the viral hit "Off Campus" dominate romance-themed original content commissioned this year, accounting for more than 80 percent of such programming.
In contrast, reality dating shows have seen their share drop to less than 20 percent, a significant decline since 2022 when scripted romance and dating shows were commissioned in roughly equal measure. Ampere’s data highlights that romance remains the most popular genre among viewers aged 18 to 24, with nearly half identifying as fans. In the same demographic, interest has declined for comedy, action and adventure, as well as crime and thriller genres.
A key factor driving this trend is the rise in adaptations of popular novels, many of which owe their renewed popularity to BookTok, an active book-focused community on TikTok. These adaptations now represent around 40 percent of new romance commissions on streaming platforms.
Hannah Griffiths, head of adaptations at the production company Banijay, explained that scripted dramas offer a sense of narrative satisfaction that reality dating shows often lack. “Reality TV is not going to give you anything like the comforting reassurance of a romance story that has been created to take you on a journey when you know where it’s going,” she said. Griffiths added that reality dating shows tend to be transactional and blunt, often ending in disappointment, whereas scripted dramas provide viewers with engaging storylines featuring attractive characters and romantic arcs designed to evoke emotional connection.
Banijay has been actively involved in producing recent romantic dramas such as "Falling," penned by Jack Thorne; a new adaptation of Barbara Taylor Bradford’s "A Woman of Substance" for Channel 4; and "The Buccaneers" on Apple TV, based on Edith Wharton’s unfinished final novel. Drawing inspiration from BookTok, Banijay is also developing adaptations of "Death’s a Bitch" by Eloise Rodger and "Wet Ink" by Abigail Avis.
Mariana Enriquez Denton Bustinza, a senior analyst at Ampere, noted that streaming companies’ move away from reality dating shows towards scripted content with established fan bases is a strategic effort to maximize viewer engagement. By tapping into online communities such as BookTok, streamers benefit from already passionate audiences, increasing the potential for sustained interaction and long-term success of their shows.