NBCUniversal’s Michael Bonner Talks Content Distribution Trends

Michael Bonner succeeded Belinda Menendez at the helm of NBCUniversal Global TV Distribution earlier this year, tasked with maximizing the company’s vast slate—encompassing more than 170,000 episodes and 6,500 feature films—with a network of more than 1,800 clients across 200 territories. A veteran of Universal Pictures Home Entertainment, Bonner is well-versed in the intricacies of exploiting titles across multiple windows. Ahead of his first MIPCOM as president of NBCUniversal Global TV Distribution, Bonner talks to World Screen about the sustained need for procedurals, the AVOD and FAST opportunity and collaborating with clients during these transformative times.

WS: You took on oversight of NBCUniversal’s global TV distribution operations amid a time of significant upheaval in the media business. What’s been your topline strategy for your teams around the world against the backdrop of these global shifts?
BONNER: The media landscape is dynamic and constantly evolving, and I feel it’s important that we not only acknowledge its ever-changing nature but also proactively adapt to it and explore ways to turn disruption into a catalyst for opportunity. With that, our strategy remains simple: bring NBCU’s amazing TV and film content to audiences around the world through creative and targeted distribution partnerships, while embracing new platforms, business models and shifting consumer behaviors. It’s actually a really exciting time where we get to help shape the future of distribution and ensure a resilient and thriving media business.

WS: The market for U.S. content has changed over the years as international markets have scaled their own output. What’s driving demand? What’s cutting through for your clients today?
BONNER: Procedural series continue to be in high demand and perform exceptionally well for us, across both linear and streaming platforms worldwide. And this may come as no surprise, but premium content with bold, original storytelling and high production values increasingly breaks through the crowded landscape for our distribution partners and their audiences. We have several series—The Day of the Jackal, All Her Fault, The Paper and Amadeus—that currently exemplify this, and viewers can expect more to come. Additionally, Hollywood films remain in constant global demand. NBCU’s diverse portfolio includes several blockbuster franchises—Fast & Furious, Jurassic Park, The Super Mario Bros., Wicked and more—that continue to resonate with audiences around the world.

WS: How important are productions from outside of the U.S. to your global distribution operations?
BONNER: We are fortunate to have several renowned international production powerhouses within the Comcast NBCUniversal ecosystem creating content for us to distribute. For example, Universal International Studios (UIS) is home to multiple in-house production companies, including Carnival Films (Downton Abbey, The Day of the Jackal, Lockerbie: A Search for Truth); Working Title Films (We Are Lady Parts); Heyday Television (The Capture, Apples Never Fall); Matchbox Pictures (House of Gods, Bad Behaviour) and Universal Television Alternative Studio UK (Made in Chelsea, The Real Housewives of Cheshire). UIS is also a minority stakeholder in Canada’s Lark Productions (Law & Order Toronto: Criminal Intent, Allegiance) with a first-look distribution deal. Further, Sky Studios produces prestige U.K. series like The Day of the Jackal, Atomic, Amadeus, Under Salt Marsh and more.

These international productions are a valuable part of our overall content portfolio and a reflection of NBCU’s passion for bringing audiences the best in entertainment from around the world.

WS: We’ve seen lots of changes in terms of windowing in the feature film distribution segment. What’s been your approach to maximizing these releases after the theatrical window?
BONNER: The theatrical release of our feature films remains the cornerstone of our business, and NBCU tailors each film’s rollout to maximize its global audience. After the theatrical release, we follow with transactional release and then move into the more traditional pay- and free-TV windows. Every title is evaluated individually, with a strategic, global windowing approach designed to maximize reach and long-term value.

WS: What role do output deals play for you? Are clients looking for large slates to deploy across their multiple platforms, or are they more interested in cherry-picking individual titles today?
BONNER: It really depends on the territory, the client and whether we’re talking about film or TV. That said, output deals remain more common on the film side, particularly in the premium pay window, where they’ve long been a key part of the business.

WS: NBCU has a significant portfolio of FAST channels in the U.S. How is your division approaching the FAST and AVOD sectors internationally as it relates to capitalizing on your deep film and TV library?
BONNER: Yes, we have a large portfolio of very successful FAST channels in the U.S. and began expanding internationally in 2023, when we launched several FAST channels in the U.K. and Germany. That global rollout continues as we include more channels and territories around the world and across a variety of FAST platforms. We see FAST and AVOD as exciting business opportunities to introduce our beloved content to both new and returning audiences. At the same time, we take a thoughtful and strategic approach to ensure that these models can coexist with and complement our existing distribution partnerships.

WS: You’ve been engaging with your international clients throughout this challenging year; what most excites you about how broadcasters and platforms worldwide are approaching the transformations in the business?
BONNER: We are as invested in our clients’ success as they are in ours, and we view every challenge as a chance to innovate and develop creative solutions that drive our business forward. It’s exciting to see how our partners around the world are embracing new ways of connecting with audiences amid shifting content consumption habits. At the same time, the appetite for high-quality, diverse programming continues to grow, and that’s where we really shine. NBCU’s expansive content portfolio spans all genres and formats, enabling us to cater to a wide range of tastes and viewing behaviors. This versatility allows us to not only meet the evolving demands of the global market but also reinforces our role as a trusted partner for our clients seeking compelling content that resonates worldwide.

WS: What are your goals for the division as we head into MIPCOM and the 12 to 18 months ahead?
BONNER: Our goal is to keep doing what we’re doing—to continue building on the strong foundation we’ve established. We have a world-class distribution team and longstanding partnerships across the globe, and I’m incredibly proud of the work we’re doing. I’m looking forward to returning to MIPCOM, connecting with clients, listening to their content needs and showcasing the exciting films and TV series that we have coming up and in development. As the markets continue to evolve, our focus remains on getting ahead of change and collaborating with partners in ways that create value for everyone involved.