For most of the past decade, television’s defining battle was broadcasters versus streamers. Now that divide is breaking down fast, as traditional TV groups – who’ve seen linear advertising and viewing fall – are now keen to collaborate with global streamers to continue financing ambitious content and gain some scale. Few deals illustrate the shift better than TF1’s decision to put its channels and AVOD service TF1+ inside Netflix.
TF1+ already reaches around 42 million people a month, while TF1 President Rodolphe Belmer said the broadcaster estimates Netflix has roughly 14 million members in France, many of whom increasingly use it as their first destination for television. For Amazon, aggregation has always been a core part of the business. It is foundational to our strategy to bring all of the selection together in one app.” He pointed to Prime Video partnerships with France Télévisions, M6, Spain’s RTVE and Germany’s ARD and ZDF.
In Europe in particular, he said, local programming has become indispensable. It’s what they’re accustomed to.” Globo, meanwhile, offers another version of the model. The Brazilian giant spans free-to-air television, pay TV, Globoplay, production and sports, reaching some 120 million people weekly, with a major novela capable of attracting around 40 million viewers per episode.
Marinho said Globo remains committed to its own ecosystem but left open the possibility of deeper partnerships with global platforms. I would say not for now, but maybe advancing and having part of our streaming content, sharing window, sharing advertisement would be a first step.” Advertising sits at the heart of those decisions. As broadcasters distribute more content through third-party platforms, the question is no longer simply who reaches the viewer, but who controls the commercial relationship around that viewer.
Marinho said Globo wants to preserve its direct relationship with advertisers even when working with outside distributors. Who and how you’re going to monetize this inventory and the data piece as well.” For Belmer, audience data has become particularly important for targeted advertising. European regulation, he argued, has focused heavily on whether broadcasters remain visible on connected devices but not enough on who controls consumer consent and the information needed to monetize those audiences.
But the panel drew a distinction between data as a commercial asset and data as a creative tool. Degeorges said producers remain largely shut out from much of the audience information generated by the platforms carrying their shows. I mean, as producer, we don’t have any data,” she said.
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