Streaming Giants and European TV Networks Forge Unprecedented Alliances
Major European TV networks are striking groundbreaking carriage deals with streaming services this summer, impacting the balance of power and raising concerns among local content creators.
Strategic Partnerships Emerge
Deals between **Netflix** and **TF1** in France, **Prime Video** and France Televisions, plus **Disney+** and **ITV** in the U.K., signal a shift in the media landscape. Media analysts are applauding these alliances. Meanwhile, local creators are expressing skepticism, fearing reduced opportunities, according to Variety.
Power Dynamics in Flux
These collaborations highlight the changing dynamics between traditional television and streaming. Services like **Netflix**, boasting over 12 million subscribers in France, have become major players. European networks such as **TF1**, France Televisions, and **ITV** have launched on-demand services like TF1+, France.tv, and ITVX to combat declining linear viewership.
Concerns for Content Creators
**Alexia Laroche-Joubert**, CEO of **Banijay France**, criticized the **Netflix** and **TF1** deal on LinkedIn. She speculated that co-financing of TV series would hinder the marketing of producers’ catalogs and hurt financing from other streamers, who may decline second window rights after broadcasts on **TF1** and **Netflix**.
France Televisions’ deal with **Prime Video**, effective July 3, brings linear content from France.tv, including sports rights like the Roland-Garros tennis tournament, to the streaming platform. A similar issue could arise from the deal.
Impact on Content Diversity
There are concerns that these partnerships will lead streamers to target older, broader audiences with mainstream content, potentially reducing the inclination to commission edgier shows and documentaries. This trend began with streamers entering the advertising market.
Conversely, traditional TV groups and SVOD services have increased co-productions and co-financing in recent years, such as **Netflix** and **TF1**’s daily soap, “Tout pour la lumière.”
Analyst Perspective
**Paolo Pescatore** at PP Foresight believes these collaborations are strategically crucial, even if not particularly lucrative.
He stated:
“Arguably it will not change the fortunes for some of the players… Yet, it’s a win-win for all parties. For free-to-air broadcasters it gives them a new lease on life, for streamers a broad range of programming and for users it reduces fragmentation by having more content in one place.”
—Paolo Pescatore, Founder and TMT Analyst at PP Foresight
**Pescatore** adds that these deals represent a step toward exclusive availability of blockbuster domestic shows on streamers.
Future Expansion in Europe
**Francois Godard** at Enders Analysis anticipates more deals, particularly in Germany, where **Prime Video** already offers linear channels from **ARD** and **ZDF**. He suggests **Max** could be the next streamer to partner with a local TV group.
Italian Market Dynamics
In Italy, **Augusto Preta** of ITMedia Consulting notes a different approach. **Mediaset** might pursue similar deals to **TF1**, but is focused on forming a European TV group to compete with streamers. **Rai** could also strike a deal, but decisions are heavily influenced by politics.
Transatlantic Differences
**Godard** sees limited potential for similar pacts in the U.S. due to fundamental market differences: “European free-to-air channels are genuinely free and possess substantial audience power, unlike their American counterparts which are typically part of a paid cable package.”
Looking Ahead
According to a recent report by Deloitte, the global video streaming market is projected to reach $932.28 billion by 2028, highlighting the increasing importance of these strategic alliances (Deloitte 2024). **Pescatore** suggests European collaborations could serve as a test bed for the U.S. market, given the maturity of streaming in Europe.
