The AVMSD Directive could be reopened in 2026, and is the subject of a Netflix appeal in Belgium, but it is being implemented in 14 countries, according to French public funding organisation CNC.

All implementations are similar to the voluntary French regulation which became the first to be enacted in 2020. Revealed at Series Mania Forum in Lille, this first study on the European landscape of the AVMSD Directive, co-produced with the European Audiovisual Observatory, shows that the implementation of production obligations has been carried out with rates ranging from 1.5 per cent of the turnover in Greece to a maximum of 25 per cent in France with various investment models: direct investment, participation in support funds, etc.

“The Czech Republic has introduced a rate of 3.5 per cent starting this year, Norway is moving towards four per cent, and discussions are taking place in several countries such as Sweden, Finland, Estonia, Slovenia and Ireland,” notes the CNC.

While the process of direct investment is stalled in Germany, Italy decided to revise downwards the level of obligation from 20 per cent to 16 per cent of the turnover with higher quotas for independent productions. The cutback in local original orders in 2024 from Netflix and Prime Video was significant.

The directive’s positive impact has been also enlightened into a study from Ampere Analysis. Global platforms European works significantly increased by 146 per cent between 2020 and 2024 in the countries where the directive has been implemented compared to 73 per cent in the others. “In the field of fiction alone, the gap is massive, with increases of 140 per cent versus 1 per cent respectively,” says the CNC.

Taking the French example, it also suggests streaming platforms are finally increasingly integrating into the domestic ecosystem even if the adjustment of their obligations is in progress.

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Categories: Articles, Content, Policy, Production, Regulation

Tags: Ampere Analysis, CNC, france, netflix, production