The Traitors has been named as the top-selling new TV format of the 2020s, according to analyst K7's latest Tracking the Unscripted Giants report. The show, which features traitors hunting down faithfuls, has nearly 50 adaptations and makes up over one fifth (20.8%) of new format launches globally since the start of the decade. The Netherlands, where The Traitors originated, came second with The Floor from Talpa Studios coming in third with 32 adaptations since 2020. Looking ahead, K7 noted that The Traitor has 16 new versions confirmed for 2026, doubling the eight currently in The Floor’s pipeline. The report also noted that while the Traitors’ distributor All3Media International is about to merge with Banijay, combined, they will occupy around 30% of the formats market.