A French Hit on Netflix Changes Its Language and Streaming Service

Four bumbling talent agents at risk of losing their business because of poor financial planning. A secret daughter interested in a career in the entertainment industry. Cameos by famous actors playing themselves. One spoiled dog. This is the formula that made the French show “Call My Agent!,” about a Parisian talent agency, into a global hit once it began appearing on Netflix in 2016.

On Friday, the British version of the show, titled “Ten Percent” and set at a London talent agency, will debut. But instead of airing on Netflix, the eight-episode series will premiere on Sundance Now and AMC+ in the United States, and Amazon U.K. in Britain, Canada and six other English-speaking territories.

Basing an English-language TV show on a popular hit from another country is a tried-and-true convention in the U.S. entertainment industry. Think “Homeland” and “Euphoria” — or even “The Office,” which began life with Ricky Gervais in England before being adapted into the long-running American version starring Steve Carell.

“Ten Percent” was conceived in much the same way. David Davoli, who heads the television division for Bron Studios, negotiated, along with London’s Headline Pictures, for the English rights to “Call My Agent!” in 2017, after the show debuted on Netflix but before it truly caught on with English-speaking audiences. According to Mr. Davoli, it was already doing “bonkers numbers on French television,” where it debuted in 2015. Yet it was before “the dawn of international television where people were more comfortable ingesting foreign language stuff,” he said.

What makes “Ten Percent” unique is that usually the English-language version is adapted from a show not widely seen in the United States. Not so with “Call My Agent!,” which became a cult favorite with American audiences during the pandemic. The show has run for four seasons on Netflix — with talk of a possible fifth to come — and inspired a film and adaptations in India and Turkey. Its star, Camille Cottin, could be seen in the films “House of Gucci” and “Stillwater” last year.

Netflix won’t give details on the show’s viewership numbers, but the company’s co-chief executive Ted Sarandos referred to the series in his January earnings call as proof that Netflix’s investment in international programming was paying off. It, along with “Money Heist” and “Squid Game,” proved to streaming companies that if a show is good enough, subtitles and cultural specificity are not a deterrent for viewers. And if that’s the case, why spend money on an English-language version?

In contrast, “Ten Percent” will appear on a much smaller platform, one with nine million subscribers, just 12 percent of Netflix’s 74.6 million subscribers in the United States and Canada. (It stars Jack Davenport as the de facto head of the agency and will feature cameos from well-known British actors including Helena Bonham Carter, Dominic West and David Oyelowo.)

Netflix had the opportunity to buy “Ten Percent,” as did every other streaming service in the United States, but passed. It declined to comment on its decision. Instead, Sundance Now came up with an attractive offer and licensed the show.

“We’re very happy to be there,” Mr. Davoli said of his relationship with AMC Networks, which owns Sundance Now. “I like being a bigger fish in a smaller pond. I think we’re going to get way more attention there. Marketing is half the battle, and on some of the bigger streamers they’re up on Friday and gone on Monday.”

AMC Networks, which owns a handful of niche streaming options including AMC+, Acorn TV, Shudder, Sundance Now and AllBlk, will also air the show weekly on its BBC America channel, two days after the episodes become available through streaming.

“We jumped at the chance to make Sundance Now the U.S. home of the British remake,” said Shannon Cooper, vice president of programming for Sundance Now. “This is such a fun watch, whether you’ve seen the original or not.”

This is a rocky moment for streaming, with Netflix’s stock plummeting after last week’s announcement that it lost 200,000 subscribers in the first quarter of the year and expected to lose two million beyond that in the second. Despite the deluge of content arriving weekly on the various services, consumers are happy to end a subscription if the latest offerings aren’t striking their fancy.

According to a recent survey by Deloitte, 37 percent of consumers in the United States added or canceled a streaming subscription in the last six months, a churn figure that has been consistent since 2020. The primary reasons they cited were price concerns and lack of new content. The return of a favorite show, according to Deloitte’s survey, is a key reason customers would subscribe to a service, or resubscribe to one they recently abandoned. That’s why a show like “Ten Percent,” which has the potential to lure viewers who enjoyed “Call My Agent!,” is an attractive purchase for an upstart streaming service.

“It’s an appealing proposition for any of these distributors,” said Dan Erlij, partner at United Talent Agency and co-head of the television literary department. “There’s so much stuff that’s constantly premiering. How do you make sure that people are aware of it? Bus ads and billboards only take you so far. And it’s expensive. So if you know that there’s a word of mouth built in already, I think that can be really helpful.”

The executive producer of “Ten Percent” is John Morton, best known for his comedy “W1A,” which satirizes the BBC. In a recent interview, he said he was cognizant of the high stakes he was facing when he took the job of adapting the beloved series. Attracted to the show’s “warm heart” and its ability to connect its audience to its fallible main characters, Mr. Morton said, he was intimidated by the idea of “starting again with something that’s already so good.”

His strategy was to go back and rewatch the first season of “Call My Agent!” in its entirety but then never refer to it again. As of the interview, he had yet to finish the third season and hadn’t watched the fourth.

The ultimate goal was to take the essence of “Call My Agent!” and make it specifically British, capturing the diversity of London, from its architecture to its people.

“London is chaotic — architecturally, logistically, creatively — and that throws up wonderful things and also terrible things,” Mr. Morton said, adding that, as in “Call My Agent!,” the talent agency has a rooftop. But rather than looking out over a pristine Parisian night sky, this roof “looks out over a certain sort of unconnected chimneys.”

The cast of the British version is also more diverse, with the secret daughter from the original now played by the British actress Hiftu Quasem, who is of Bengali descent, and the bumbling agent, Dan, portrayed by Prasanna Puwanarajah, a British actor of Sri Lankan descent. Yet the archetypes from the original prevail. For example, Ms. Cottin’s character, a hard-charging lesbian agent, is now played by Lydia Leonard, and her character’s frenetic love life is also complicated by her career ambitions.

Mr. Davoli — who since becoming the head of Bron TV has sold three other co-productions to streaming companies, including “The Defeated” to Netflix and “Kin” to AMC — admits that the market for format deals has become more challenged in recent years.

“The thing that’s most important that I’ve learned over the last four years is the quality bar cannot be messed with,” he said. “The only way to protect the investment is to ensure that you’re creatively making content that can sell into the U.S., because our audiences are so sophisticated now. They won’t stick around for stuff that’s not rising above a certain bar.”