Keshet International-owned producer Tresor Productions has signed a partnership deal with Cowshed Collective Ventures, a division of digital-first media company Cowshed Collective, which includes access to the latter’s formats in Germany.
The agreement gives Tresor a first-look at Cowshed formats for German-speaking adaptations. In addition to rolling out existing formats in Germany with Cowshed, the two companies will co-develop new IP for creators and brands.
Together, Cowshed and Tresor will also approach the German advertiser market to develop entertainment–led solutions, using Cowshed’s experience in digital-first and branded entertainment content alongside Tresor’s local production expertise.
Axel Kühn, managing director at Tresor Productions, said: “We’ve learned so much from the experience of producing HOT ONES Germany, particularly when it comes to financing YouTube-first content, and we can’t wait to start working with Cowshed on bringing innovative formats to German advertisers and viewers. As digital audiences grow and the gap between the production values of digital formats and traditional TV shrinks, partnering with brands and influencers to adapt digital formats for German viewers is an attractive alternative route to production for us as a company.”
Luci Sanan, head of Cowshed Ventures, said Tresor’s track record “is exceptional, and I’ve long respected the ambition and innovation in their work. Germany is a huge market with massive potential, where together we can shape a compelling new landscape for creators, brands and IP”.
Cowshed has been a pioneer in digital-first entertainment, creating reality formats for brands including Footasylum and BoohooMAN. Its YouTube tentpoles Locked In and Bad Bistro have delivered six and four successful seasons, cementing Footasylum’s position as a leader in brand-owned entertainment. The company continues to expand its footprint with channels such as Fed Up with Shannon Langdon and Mia Mon.
Tresor, meanwhile, has expanded its footprint in digital branded entertainment, making a high-impact debut with the German adaptation of First We Feast LLC’s cult celebrity interview format HOT ONES. Produced as 20×30’ episodes and released on YouTube, the series launched on 3 July 2025 with Uber Eats as its headline sponsor.
Pictured: Cowshed Collective’s Fed Up
