Members in the European Parliament (MEPs) have ruled that 30% of Content in video-on-demand (VoD) platforms’ catalogs should be homegrown. Many have dubbed this policy by lawmakers as an attempt to bolster cultural diversity of the region. However, the legislation still needs a go-ahead from EU member states, but if approved will affect the video on demand market.
With this new audiovisual policy in action, Content streaming services like Amazon Prime Video, Netflix will have to assure that their libraries have a mix of local & International Content. Also, EU lawmakers have asked VoD platforms to promote the growth of locally produced audiovisual work. This they can do by via contribution to national funds or by directly investing in local Content.
According to TechCrunch, most European countries have quotas in place for TV networks & movie theaters as they not only endorse cultural diversity but also ensure that small budget movies too get a profitable share when they compete with International franchises. This comes in the wake of Netflix announcing plans to open offices in Paris & Madrid to generate local Content. The video on demand is awaiting further developments.
After the final vote on this agreement, the revised policy will be applicable to broadcasters, VoD, video-sharing platforms, & also ‘live’ streaming on video-sharing platforms. The updated rules will also have provision for enhanced protection of minors from hatred, violence, harmful advertising & terrorism.
With this policy, media services providers are directed to have measures in place to check & filter Content promoting any of videos or commercials deemed dangerous & be ready to take it off their platforms whenever any Content is reported or flagged by users as harmful. Moreover, the legislation has imposed new rules on childrens’ Content. Henceforth, platforms can’t collect personal data of children for profiling & targeted advertising.
A recent report by The Telegraph had recently stated that Netflix may need huge investment in Europe to meet the required allocation. It had quoted a research by Ampere Analysis which stated that only France among the big 5 EU markets, including UK, Germany, Spain & Italy, has more than 1 platform that fulfills the latest norms in terms of volume of hours.
