The Great Content Convergence: A New Era for Broadcasters and Streamers?

The notion that traditional television and streaming services are mortal enemies has been a staple of industry discourse for years. However, as we’ve entered this new decade, it’s becoming increasingly clear that this zero-sum game is giving way to a more nuanced reality.

At the Lumière Summit in Saint-Paul-de-Vence, major players like TF1 and Prime Video signaled a willingness to collaborate rather than compete. According to TF1 President Rodolphe Belmer, this shift is driven by economic realities: linear advertising continues to decline, and viewing habits are fragmenting, forcing broadcasters to adapt or risk becoming obsolete.

By partnering with global streamers, broadcasters can tap into new audiences, amortize content costs, and maintain a foothold in an increasingly digital landscape. This approach allows them to reach a broader audience while maintaining control over their own distribution channels.

Prime Video’s strategy of aggregation has been key to its success. By bringing together a vast array of content, including local programming that’s become indispensable to European audiences, the platform creates a one-stop shop for viewers and advertisers alike. Andrew Bennett, Prime Video’s executive, emphasized the importance of aggregation in creating a seamless viewing experience.

Globo offers a different model, with its vertically integrated structure spanning free-to-air television, pay TV, Globoplay, production, and sports. However, even Globo’s CEO Paulo Marinho left the door open to deeper partnerships with global platforms – at least for now.

The elephant in the room remains advertising. As broadcasters distribute more content through third-party platforms, questions arise about who controls the commercial relationship around that viewer. According to Belmer, audience data has become crucial for targeted advertising, but European regulation has been slow to catch up – focusing too much on visibility and not enough on consumer consent.

The panel drew a distinction between data as a commercial asset and data as a creative tool. While Bennett argued that data can inform programming decisions, Degeorges countered that producers are often shut out from accessing valuable audience information generated by the platforms carrying their shows.

This convergence of broadcasters and streamers also raises questions about exclusivity – one of streaming’s original defining principles. As Bennett noted, “Exclusive, not exclusive, first window, second window… it’s a function of the relationship between your investment level and where you think the outcome will be.” In other words, what was once seen as a hard-and-fast rule is now merely a variable in a complex equation.

The partnership between TF1 and Netflix is a case study in this new paradigm. Ten weeks in, cannibalization has been surprisingly limited – with less than 10% of viewers defecting to the streamer. However, for producers, greater flexibility around distribution only works if they retain enough long-term value – a delicate balance that will require careful navigation.

As we look ahead, one thing is clear: the old TV divide is crumbling. In its place, we’re seeing a new landscape where collaboration and experimentation are key. It’s a brave new world for broadcasters and streamers alike – but only time will tell whether this convergence will ultimately lead to greater innovation or simply a homogenization of content.

The Lumière Summit marked an important milestone in this journey, but the real story lies ahead – as we watch these players navigate the complexities of their evolving relationship. Will they find a way to harness data effectively, without sacrificing creative freedom? Can they strike a balance between exclusivity and flexibility, preserving long-term value for producers and advertisers alike?

Ultimately, this is a development worth watching closely. As the dust settles on the traditional TV era, we’re entering a brave new world where partnerships, not rivalries, will drive innovation – and shape the future of content itself.