EXCLUSIVE: The Traitors continued on its path of global domination with 11 territory launches in 2023, unseating The Masked Singer as analysis firm K7‘s Format of the Year after four years of domination.

The number of Traitors premieres around the world rose by 57%, with the likes of Spain on HBO Max, Germany and Finland launching new versions, according to K7’s latest Tracking the Giants report, which will be presented at MIP TV today in Cannes.

It is the first time in four years that The Masked Singer hasn’t been the most launched format around the world, with a quieter 2023 for the smash Korean series that is now more established in major territories.

And The Traitors “looks set to further consolidate its rapid ascent up the global format charts” with nine launches coming in 2024, which will bring its total around the world to 30, added K7.

The series of high drama, which originated in The Netherlands, sees a group of either reality stars or non-celebrities play a murder mystery game and work together to build a prize fund worth up to $250,000. Hidden amongst the Faithful are the Traitors, whose goal is to eliminate the Faithful and claim the prize for themselves.

The buzzy word-of-mouth hit led to an uptick in sales for distributor All3Media International, which grew its number of active formats by 8% to 170 helped along by the likes of Gogglebox, Cash Cab and Naked Attraction. The Traitors airs on the BBC in the UK and Peacock in the U.S., with both versions produced by Studio Lambert from a castle in the Scottish Highlands.

Elsewhere, John de Mol’s The Floor, which launched on Fox in January, was dubbed Format To Watch by K7 in anticipation of a big 2024 that should see 11 versions hitting the small screen by the end of the year. The show sees 100 contestants compete in quiz duels on a giant LED floor that is divided into 100 equal squares.

The “meteoric rise” of Banijay’s Good Luck Guys saw that show named Rising Format Star, having clocked up six new adaptations “in rapid succession” in 2023. Originally launched on W9 in France in 2016, Good Luck Guys involves 12 young influencers travelling to a remote tropical beach where they must survive without all the modern comforts and trappings of their privileged lives back home.

Revival of the Year was Fremantle’s long-running Family Feud and Amazon’s LOL: Last One Laughing was named Streamer Format Star, with Prime Video taking home Rising Format Buyer.

As a response to declining ad revenues and lower program budgets, K7 said the year was characterized by “risk-adverse broadcasters increasingly looking to formats with a proven track record.” “In 2023 we observed a significant increase in the number of classic formats and franchises returning to our screens,” it added, citing the likes of Family Feud. “Unsurprisingly, quiz and game show titles were at the forefront of this growth

Big year for Japan

LOL: Last One Laughing‘s success drove a big year for Japan, which became the fourth largest exporter of formats behind established giants the U.S., the UK and – buoyed by The Traitors – The Netherlands.

Japan’s success was also helped along by the revival of Dragons’ Den, which sold to a number of new territories last year, along with Ninja Warrior and Hole in the Wall.

The UK just edged the U.S. with 25% of new exports coming from the home of I’m a Celebrity and Love Island, with The Netherlands behind on 15%.