Global streaming platforms are increasingly prioritising scripted romance over reality-dating formats, with scripted titles accounting for 83% of first-run romance commissions in the first half of 2026, according to new research by Ampere Analysis.

The figure marks a sharp shift from the second half of 2022, when the balance between reality-romance shows and scripted romance was almost equal. Ampere’s data suggest that the move is being driven both by the genre’s durability among younger viewers and by the growing importance of literary adaptations as ready-made IP with active online fan bases.

Romance remains especially popular among viewers aged 18-24. In the first quarter of 2026, 49% of respondents in this age group said they enjoyed the genre, seven percentage points above the global average across all ages. According to Ampere, this gap is matched only by horror and anime.

The genre has also proved unusually resilient. Interest among 18- to 24-year-olds stood at 49% in the first quarter of 2020 and remained at the same level in the first quarter of 2026. Over the same period, other major genres lost ground among younger audiences: comedy and action-adventure both fell by nine percentage points, while crime and thriller declined by five percentage points.

Book adaptations are playing a central role in this shift. Comparing the 12-month periods covering the second half of 2023 to the first half of 2024 and the second half of 2025 to the first half of 2026, Ampere found that the volume of first-run book adaptations rose by 73%. Since the first half of 2025, literary adaptations have accounted for more than 40% of scripted romance commissions.

The trend also reflects the growing influence of online communities such as BookTok. Ampere’s consumer data show that 76% of 18- to 24-year-olds used social media daily in the first quarter of 2026, while 31% said social media influenced their viewing choices, nine percentage points higher than the average across all ages.

Amazon and Netflix are currently leading the trend. According to Ampere, they each accounted for 50% of first-run scripted-romance commissions in the first half of 2026, with 75% of these titles being US-based productions, in line with their recent regional commissioning patterns.

Mariana Enriquez Denton Bustinza, senior analyst at Ampere Analysis, commented: “Scripted-romance shows are currently central in the cultural zeitgeist, and none more so than literary adaptations, including Heated Rivalry (2025), Off Campus (2026) and Bridgerton (2020-present). The continued success of these titles has encouraged global streamers to rethink their commissioning approach to new romance content, moving away from reality TV and towards higher-budget scripted shows with established fan bases. Romance and its book adaptations target a younger demographic that has become increasingly visible on social media. By tapping into these online communities, streamers improve their show’s chances of success, and ensure longevity through sustained fan interactions and commentary.”